The healthcare landscape in the United States is undergoing a monumental shift. By 2045, Black, Hispanic, and Asian consumers—groups historically underserved by the healthcare system—will collectively become the majority of the country’s population.
As these demographic changes accelerate, so do the opportunities and responsibilities for healthcare marketers and brands. The 2025 eMarketer report, “Black, Hispanic, and Asian Consumers’ Healthcare Attitudes and Behaviors,” offers a detailed look into these groups’ unique experiences, preferences, and digital-first behaviors, providing crucial insights for anyone seeking to engage and serve these communities effectively.
One of the report’s most significant findings is the deep-rooted distrust that Black, Hispanic, and Asian consumers feel toward traditional healthcare institutions. According to a 2023 Sanofi study, nearly three-quarters of respondents from these groups have had negative experiences that eroded their trust in healthcare.
That distrust is not just a legacy issue; current disparities perpetuate it. Black, Hispanic, and Asian patients are more likely to report being mistreated due to their race or ethnicity, as highlighted by an August 2023 KFF survey. The COVID-19 pandemic starkly exposed these gaps: Black and Hispanic Americans experienced disproportionately high rates of illness, hospitalization, and death relative to their population size. Lower trust directly correlates with reduced healthcare engagement, adherence to treatment, and ultimately, poorer health outcomes.
Healthcare disparities manifest in restricted access to care and heightened chronic disease rates.
Less than half of Black and Hispanic consumers visited a primary care physician in the past year, 43.2% and 49.7%, respectively, compared to 65.2% of all consumers. Preventive screenings also lag, exacerbating conditions like cardiovascular disease, cancer, diabetes, and asthma.
These inequities are costly. A 2024 Deloitte report estimates that closing equity gaps could save the US healthcare system $2.8 trillion by 2040. The benefits for businesses are equally compelling, with a projected $763 billion boost in corporate profits from a healthier, more productive workforce.
Despite these formidable challenges, Black, Hispanic, and Asian consumers remain notably positive and proactive about their health. The report reveals that 44% of these consumers strive for healthier eating and drinking habits, and their COVID-19 vaccination rates are higher than the national average: 48% for Black consumers, 52% for Hispanic consumers, and 53% for Asian consumers.
Community support and cultural wellness traditions play vital roles. These populations report high levels of satisfaction with their spiritual, mental, emotional, social, and physical health. Holistic approaches to wellness, traditional remedies, and family involvement are more prevalent. For example, Asian consumers are more likely to exercise and practice self-care, while home remedies are widely used among Hispanic households.
A defining characteristic of Black, Hispanic, and Asian healthcare consumers is their digital-first approach. These groups are power users of digital channels—particularly social media—for accessing health information, engaging with influencers, and making health-related purchases.
- Digital Health Content: Nearly half of Black (44.3%) and Hispanic (48.3%) consumers, and 37.1% Asian consumers, turn to social media for health information, compared to just 26.4% of the general population. Platforms like YouTube, Facebook, Instagram, and TikTok are especially influential.
- Health Influencers: Engagement with health influencers is robust. 86.8% of Black and 85.2% of Hispanic consumers follow or engage with health influencers, far surpassing the 67.9% average.
- Advertising Effectiveness: More than half of Black (53.1%), Hispanic (55.2%), and Asian (48.6%) consumers notice healthcare ads on social media, compared to 45% of the total population. Importantly, these consumers are more likely to take action—such as making a doctor’s appointment or discussing information with family and friends—after seeing a digital healthcare ad.
Black, Hispanic, and Asian consumers are also leading the charge in digital health commerce. By 2026, Black consumers will control $2.10 billion, Hispanic consumers $2.76 billion, and Asian consumers $1.90 billion in spending power, with growth rates eclipsing the national average. Health-related purchases via digital channels are already commonplace:
- About 1 in 5 of these consumers have bought skincare, weight-loss, or allergy products online, with Asian consumers particularly active in skincare and dermatology.
- Online mental health counseling is more prevalent among Black (21.4%) and Hispanic (22.1%) consumers than the average (14.6%).
- Hispanic consumers primarily engage with telehealth (37.2%) and mobile health apps (42.8%).
Price sensitivity is also apparent. Black and Hispanic consumers are more likely to act when digital ads mention payment options (such as debit or credit cards), underscoring the importance of price transparency and payment flexibility.
Representation in healthcare content and advertising is a critical factor in building trust and loyalty. Brands that feature diversity in their ads enjoy higher sales, stronger loyalty, and greater customer preference.
Beyond representation, culturally relevant and linguistically appropriate content is essential, as over 60% of Hispanic consumers pay more attention to ads that are culturally authentic.
Accessibility also matters. More than half of Black (55%) and nearly half of Hispanic (45%) consumers are willing to travel 30 to 90 minutes to see a provider who shares their background. Language and cultural barriers remain significant obstacles, with 87% of Black and 83% of Hispanic patients reporting such challenges.
To effectively reach and serve Black, Hispanic, and Asian healthcare consumers, brands and marketers should:
- Highlight Optimism and Proactivity: Reflect these groups’ positive attitudes toward health and wellness in marketing messages, focusing on how your brand supports their goals.
- Leverage Social and Digital Platforms: Invest in social media, influencer partnerships, and edutainment content to meet consumers where they spend their time.
- Invest in Healthcare Literacy: Multicultural consumers, particularly those in the Hispanic segment, report significant gaps in their understanding of the fundamentals of the US healthcare system, which may undermine their ability to fully maximize their healthcare benefits.
- Build Authentic, Culturally Relevant Content: Move beyond simple translations. Develop materials and campaigns that resonate culturally and linguistically, particularly for younger, bilingual audiences.
- Enhance Access and Support: Offer educational programs, mobile screenings, and multilingual customer service to bridge access gaps.
As the US approaches a majority-minority future, healthcare brands and marketers cannot afford to treat Black, Hispanic, and Asian consumers as an afterthought. These communities are digitally savvy, proactive about their health, and eager for authentic, relevant engagement. By recognizing their unique needs, leveraging digital strategies, and prioritizing inclusivity and representation, brands can foster trust, loyalty, and better health outcomes—while positioning themselves for growth and relevance in a fundamentally changing America.