Advancing Health Equity in an Evolving Landscape

Let’s face it—change is the only constant in a complex U.S. healthcare ecosystem. Policy shifts can cause ripple effects across research, patient care, access and clinical guidelines. But through it all, one truth remains for communicators: we’ve got work to do. For organizations dedicated to making healthcare more accessible and equitable, especially for underserved communities, navigating new challenges and changes isn’t just part of the job—it is the job.

As communicators, we play a distinct role in reaching populations in need of health education, or at risk of disease, or facing stigma, bias and lack of access. Although change is not unfamiliar territory for us, keeping our focus on priority at-risk audiences is critical for closing health equity gaps, improving patient outcomes, and addressing unmet needs. We’re not just crafting messages—we’re building trust, breaking down barriers, and helping communities take charge of their health.

So, what works in health equity communications? How can we keep going amidst ongoing changes and challenges? Despite an ever-evolving political environment, several truths remain.  

Authenticity and Relatability
People need to see themselves in the health messages they receive in order to take action. That’s why it’s important to engage credible, familiar voices—community leaders or individuals with shared experiences. These trusted messengers can help break through skepticism or fear, often rooted in historical injustices, to create true connections and spark change from within communities.  

Cultural Context
Using clear, culturally relevant communications can help combat health misinformation that spreads online. When messages are not just seen and heard, but felt, awareness and education grow.  

Evidence-informed Approaches
To create effective campaigns aimed at achieving equitable public health goals, we need to understand the root causes of disease burden and patient barriers. This helps identify opportunities for meaningful behavioral change.  

Yes, health equity concerns are shifting and being challenged, but that’s nothing new. Communicators can still connect, educate, and inspire action by leaning into trusted voices and developing messages that feel authentic. And most importantly, make meaningful differences among diverse populations.

This post was co-authored by Jeff Wilson.