There has always been a prevalent racial equality gap in health care. And since the onset of COVID-19, we have watched this gap widen. Across the nation, Black individuals are two times more likely to die from COVID-19 than White individuals. Even before COVID-19, Black populations were at a disproportionate risk of experiencing negative health outcomes — including higher maternal mortality rates.
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Studies show that Black women are 2 – 3 times more likely to die from a pregnancy-related condition compared to a White woman. And they are 60% more likely than White women to experience preeclampsia and eclampsia, often experiencing more severe symptoms. When viewed holistically, the maternal mortality rate in the United States is closer to the national average of countries with less-developed economies, and 3 in 5 of these deaths are preventable.
Communicators in health care are exploring new ways to elevate Black voices and address these disparities. And it’s critical that organizations continue to identify voices and stories that highlight their mission as they pursue new ways to make an impact in this space.
Four ways communicators can pursue positive change for maternal health
We are living in a time when the rate at which Black Americans are dying is a pandemic in and of itself. And COVID-19 has only exacerbated the racial inequalities in our health care system. While this issue will ultimately require systemic reform, these four steps can help communicators raise awareness and push change forward.
1. Reinforce efforts that are driving a positive future
Trailblazers in the industry are paving a path for addressing maternal mortality. As organizations begin to develop strategies for addressing this pressing issue, communicators can work to share the successes and impactful gains of others that go before them. Elevating stories to give exposure to these best practices can position your organization as an ally in pursuit of systemic justice.
Leaders like Rachel Hardeman, Professor in the Division of Health Policy & Management at the University of Minnesota, School of Public Health, have dedicated their lives to researching, educating and fighting for racial and reproductive justice. Sharing the research of individuals that are actively fighting for equality in health can raise awareness through human-centered work.
2. Strengthen stakeholder communications
Community health hinges on engaging all relevant stakeholders. So it is critical to foster partnerships that support your organization’s mission and help push change forward. In some cases, this may mean identifying and championing new and emerging stakeholders and developing fresh audience persona to help target stakeholders that can bring the most relevant perspectives, tactics and contributions to the table.
When communicating with stakeholders, offer objective data that supports your goals and mission. You can also mention established programs, initiatives or resources that support this mission to help build confidence with new and existing partners.
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3. Highlight your organization’s existing resources
Black populations are more likely to experience negative Social Determinants of Health, such as low monthly income, food insecurity and unemployment. And pregnant women with four or more of these social barriers have been found to be 11 times more likely to experience postpartum depression.
Most health organizations already have resources in place to help new and expecting mothers. Highlighting these programs and initiatives requires building a persona and journey map to help your team understand this audience’s key needs. By crafting messaging that meets mothers where they are at, your communications can guide mothers toward opportunities to improve health outcomes for themselves and their babies.
4. Review existing recruiting materials for accurate representation
Today's health force needs more Black nurses (only 10% of today’s health workforce) and doctors (only 5% of today’s health workforce). To help address bias and provide equal treatment to all patients, recruiting efforts must first reflect and attract diverse employees. Reviewing existing recruiting materials for cultural bias and ensuring that job postings are inclusive to Black health workers is pivotal to changing these industry dynamics.
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Transformative communication in the maternal health space is urgent. By developing strategies that put a spotlight on maternal health disparities, and elevating those who are innovating and educating in this space, organizations can continue to work toward improving health outcomes for this population.
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