{ "media_type": "text", "post_content": "Say you want to use real patients in your creative, but there’s not a lot of diversity among them. What would you do?", "post_id": "601353f538670200234bc72f", "reply_count": 11, "vote_count": 3, "bowl_id": "5ab3ee57f0c8af001310707f", "bowl_name": "Pharma and Health Advertising" }

Say you want to use real patients in your creative, but there’s not a lot of diversity among them. What would you do?

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Keep looking... research new resources/vendors that might be able to help, expand beyond your networks. We need to do this on all fronts (recruiting/hiring, casting/client work)... the people are there, we just need to work harder to find them & make connections. Good luck - happy to chat & kick around some thoughts on it, if you’re up for it!

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This is a fantastic question and some of the responses above are excellent. If we want to see real change in the areas of diversity and inclusion, these are the opportunities to make that change happen. Hopefully having an open and honest conversation with your clients will be sufficient. Just tell them you need some additional time to find a more diverse patient population for your creative. Hopefully they’ll understand the obvious value and benefit that diversity will bring to their brand, but if they don’t, it’s incumbent upon you to demonstrate how/why diversity matters, and that the end product can only benefit a thousandfold for doing so. No one wants to push timelines, but sometimes, it’s worth it. Make them understand why it’s worth it. Good luck.

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Keep working with the ones you have, and tell the client you need more for future updates. Depending on the brand and disease state, you could either tell them you need specific people to represent key patient types and subpopulations relative to the disease or treatment (say, if race is an important risk factor) or, you could say something like, need a broad range of patients to be representative of efficacy and demographics. You should suggest that you work with the vendor to identify the specifications for the patients you want. You could offer to help screen or interview them, if allowed. Provide details that are relevant like medical history, lifestyle considerations, etc. Anything that might help influence the diversity of the patients you'll have to work with.

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Is there a lack of diversity in the disease state or in the patient pool available to the agency?

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Oof that’s tough. What I’ve done in the past is try and push for two rounds of the program, one using the set we have and having them find another set while the first one is being built. Then hopefully you can use that time to help push for more diversity in your next group.

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In my own opinion I always favor real people over stock it feels so much more real. You can’t fake a real persons emotional story. My brand doesn’t have a lot of diversity either but we make sure to push for diversity and use as many people as possible.

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I would try some different partners, see what they can do. DM me if you’d like a recommendation.

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