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EMARKETER

Black, Hispanic, and Asian Consumers’ Healthcare Attitudes and Behaviors

How Health and Pharma Brands and Marketers Can Effectively Engage These Groups

Report by Beth Snyder Bulik  |  Aug 25, 2025
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Table of Contents
Executive Summary
Black, Hispanic, and Asian consumers are less trusting of traditional healthcare versus the general population
But Black, Hispanic, and Asian consumers are positive about their health
Black, Hispanic, and Asian consumers frequently engage with health content on digital channels
Representation and cultural relevance are important to Black, Hispanic, and Asian consumers
Recommendations for brands and marketers
EMARKETER Interviews
Sources
Media Gallery
About This Report
Black, Hispanic, and Asian consumers are younger and more digitally engaged than average. To build authentic relationships with them, brands and marketers need to understand their healthcare attitudes and behaviors, which have been shaped by inequities and biases.
Topics
Health
Digital Health
Ethnicity & Race
US
Table of Contents
Executive Summary
Black, Hispanic, and Asian consumers are less trusting of traditional healthcare versus the general population
But Black, Hispanic, and Asian consumers are positive about their health
Black, Hispanic, and Asian consumers frequently engage with health content on digital channels
Representation and cultural relevance are important to Black, Hispanic, and Asian consumers
Recommendations for brands and marketers
EMARKETER Interviews
Sources
Media Gallery

By 2045, Black, Hispanic, and Asian consumers—historically underserved in healthcare—will be the US majority. Despite poorer outcomes, they’re proactive, positive about their health, and more likely to use digital and social channels, creating opportunities for healthcare marketers and agencies.

Key Question: How can marketers and agencies gain insights into Black, Hispanic, and Asian consumers’ digital healthcare behaviors and preferences to improve marketing effectiveness?

Key Stat: Black, Hispanic, and Asian consumers more frequently see healthcare advertising on digital media versus the total population but underindex on traditional TV.

More Than Half of Black and Hispanic Consumers Notice Healthcare Ads on Social Media (% of US consumers, by select race/ethnicity, Dec 2024 (redacted))
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Here’s what’s in the full report

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9charts

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1expert perspective

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    Table of Contents

    1. Executive Summary
    2. Black, Hispanic, and Asian consumers are less trusting of traditional healthcare versus the general population
    3. But Black, Hispanic, and Asian consumers are positive about their health
    1. Black, Hispanic, and Asian consumers frequently engage with health content on digital channels
    2. Representation and cultural relevance are important to Black, Hispanic, and Asian consumers
    3. Recommendations for brands and marketers
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    More Than Half of Black and Hispanic Consumers Notice Healthcare Ads on Social Media (% of US consumers, by select race/ethnicity, Dec 2024 (redacted))The Majority of Black, Hispanic, and Asian Consumers Are Satisfied With Their Health and Wellness (% of US Black, Hispanic, and Asian adults who are satisfied with their health and wellness in the following areas, Nov 2024)
    About 8 in 10 Asian, Black, and Hispanic Adults Proactively Manage Their Physical and Mental Health (% of US adults who prioritize putting in time and effort to be physically and mentally healthy, by select race/ethnicity, Nov 2024)More Than 4 in 10 Hispanic and Black Consumers Search Social Media for Medical Information (% of US consumers, by select race/ethnicity, Dec 2024)
    More Than Half of Black and Hispanic Consumers Notice Healthcare Ads on Social Media (% of US consumers, by select race/ethnicity, Dec 2024)Hispanic and Black Consumers Are More Likely to Interact With Social Media Health Influencers (% of US social media users who look up health information on social media, by select race/ethnicity, Dec 2024)
    About 3 in 10 Asian, Hispanic, and Black Consumers Turn to Family and Friends After Noticing a Healthcare Ad (% of US consumers who have noticed a healthcare ad, by race/ethnicity, Dec 2024)About 4 in 10 Hispanic Consumers Use Telehealth or Mobile Apps for Healthcare (% of US consumers, by select race/ethnicity, Dec 2024)
    Over 75% of Black and Hispanic Adults Would Buy From Brands Whose Ads Feature Diverse People (% of US adults who are more likely to buy from brands that feature diversity* in their ads, by select race/ethnicity, Sep 2024)

    Interviewed for This Report

    Khari Motayne
    CMI Media Group
    Vice President, Engagement Strategy
    Interviewed July 7, 2025

    authors

    Beth Snyder Bulik

    Contributors

    Kyndall Krist
    Senior Copy Editor
    Rajiv Leventhal
    Na Li
    Director, Primary Research
    Jennifer Pearson
    VP, Research
    Heather Sprung
    Senior Editor
    Emman Velasco
    Chart Editor
    Paul Verna
    VP, Content
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