Case Study
Understanding the AFib Journey Among Patients of Color: Insights to Inspire Inclusive Healthcare Strategies
overview
Empathetic Research to Elevate Multicultural Patient Journeys
When a leading medical device company sought to better support Black and Hispanic patients living with AFib, they turned to a research partner with a deep understanding of both multicultural audiences and the healthcare space. Through immersive ethnographies and collaborative workshops, this research study uncovered the emotional and cultural nuances that shape how patients of color perceive AFib and blood thinners, leading to clear strategies for more inclusive outreach, education, and engagement.
THE PROBLEM
Standard Patient Journeys Missed Critical Cultural Nuances
Despite investment in direct-to-patient (DTP) campaigns, the company noticed a concerning trend: engagement with the procedure was nearly twice as high among White patients compared to People of Color (POC). Their current journey framework—developed around the experiences of predominantly White patients—didn’t account for the distinct mindsets, systemic barriers, and lived experiences of the Black and Hispanic communities. Key gaps included:
- Mistrust in the healthcare system and reluctance to adopt new medical technologies
- Lack of culturally-tailored educational materials and communication strategies
- Limited Spanish-language support across the patient experience
- Passive health behaviors influenced by cultural, generational, and socioeconomic factors
OUR APPROACH
Ethnographic Immersion + Activation Workshops
To explore and address these gaps, our team conducted in-person ethnographies across five U.S. cities with multicultural AFib patients—primarily Black/African American and Hispanic/Latino—and, in some cases, their support persons. Our research captured both practical and emotional aspects of their journey, supported by:
- Patient-led Journey Mapping: Visual storytelling exercises to uncover barriers, motivators, and decision points
- Metaphor Elicitation: Image-based techniques to surface latent feelings about AFib, treatment, and healthcare
- In-Home Contextual Interviews: Rich, real-world insights on trust, communication preferences, and cultural identity
These insights were then brought into a series of interactive workshops with the client team to translate findings into strategic action.
The result
Empathy-Driven Insights That Informed Inclusive Campaign Development
Our research revealed that cultural values, historical context, and access disparities profoundly shape how patients of color experience their AFib journey and view treatment alternatives. The resulting strategy focused on six key action areas:
- Engage Community Influencers: Partner with pastors, pharmacists, and grassroots health advocates to build trust
- Advance Health Literacy: Break down medical concepts through accessible language and culturally relevant framing
- Develop Inclusive Campaigns: Reflect diverse identities in media, messaging, and patient-facing assets
- Bridge Language Gaps: Move beyond translation to meaningful, in-culture communication for Spanish-speaking patients
- Support HCP Engagement: Equip providers to connect more effectively with patients of color
- Encourage Self-Advocacy: Empower patients to take a proactive role in conversations about their health
Tactical Solutions Included:
- New educational tools, messaging frameworks, and campaign ideas tailored for multicultural communities
- Community-based outreach plans leveraging trusted venues like churches and senior centers
- Pilot ideas for health literacy programs, such as “MythBusters” FAQs, and local ambassador initiatives
These insights helped shift the organization’s approach from a general market model to one rooted in cultural understanding, improving the patient experience and healthcare equity.
proven experience
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