Inclusive Customer Discovery: A Call For Digital Health Equity

Fostering digital equity requires a deliberate effort to understand and address the unique barriers various marginalized communities face, including cultural, linguistic, and socioeconomic factors. By incorporating inclusivity into the development process, early-stage healthcare technology companies can design tools that benefit everyone, not just a privileged few.

Dr. Jhaimy Fernandez, Co-Founder of Alma First, shared a powerful illustration of this principle during last year’s HLTH conference. She shared an encounter with a patient confused by the term “healthcare portal.” The term was entirely foreign for this individual, who did not speak English as their first language; there isn’t even a direct translation of “portal” in Spanish.

However, when Dr. Fernandez compared the portal to “WhatsApp for healthcare,” the patient immediately understood. This analogy bridged the gap between unfamiliar technology and the patient’s everyday experiences, underscoring how minor choices in language and names of terminology can create significant barriers for patients.

This scenario showcases the value of engaging diverse populations in the development of healthcare products. By doing so, companies can uncover gaps in understanding and gain insights into how patients from diverse backgrounds navigate the healthcare system. These insights can call for innovations catering to a broader spectrum of needs, from user products designed with varying levels of digital literacy to those adapted to non-native speakers.

Organizations like Alma First demonstrate a commitment to bridging the digital divide in healthcare, guided by their motto, “Digital Connection, Human Touch.” They train pre-medical students as Alma First Fellows, equipping them to deliver culturally and linguistically competent digital health support to underserved communities. Their evidence-based curriculum teaches effective strategies for engaging Latinx populations, fostering both digital literacy and healthcare navigation skills.

Alma First’s initiatives extend beyond education–they are hands-on and community-driven. In neighborhoods across Los Angeles, from Wilmington to Montebello, “Alma First Fellows are on the field, meeting patients where they are, both figuratively and literally,” says Dr. Fernandez. They set up digital health equity tables at community centers, offering a safe space where individuals can openly engage with healthcare technology. These events, often held in partnership with organizations like Los Angeles County’s Delete the Divide, PearSuite, and Sanarai, provide vital resources to underserved populations in both English and Spanish.

At a recent event in Wilmington, a predominantly Latino population, Alma First collaborated with UCLA’s Harbor Family Medicine clinic to distribute continuous glucose monitors (CGMs) to qualifying community members. This initiative was transformative for many individuals, including an elderly woman who approached the table expressing frustration with her traditional method of monitoring her glucose levels. After years of pricking her fingers multiple times a day, she found the process exhausting but feared she was “not tech-savvy enough” to navigate a CGM.

Alma First Fellows carefully guided her through the experience, applying a CGM on themselves first, demonstrating how it connected to a smartphone app, and encouraging her to try it.

Despite initial skepticism, the Fellows patiently walked her through every step and placed the CGM on her arm effortlessly. When the member hit a roadblock—she had forgotten her Apple ID and couldn’t download the app—the Fellows calmly reset her password and saved the new one in her phone’s Notes app for future reference. Seizing the opportunity, she also asked for help resetting her Kaiser login, which they readily assisted her with, maximizing their time and support to meet her needs on the spot.

While waiting for the CGM to calibrate for an hour, the Fellows engaged her in a meaningful conversation about herself and her journey managing diabetes. She opened up about the anxiety of feeling her blood sugar drop in unpredictable places, often unable to anticipate it unless she pricked her finger. To their surprise, she shared that she had never been informed by her provider that she qualified for a device like the CGM. When she left, it wasn’t just with new technology in hand; she felt empowered and determined to share her experience with friends and family who might also benefit from this life-changing tool.

This experience is representative of the importance of not just introducing technology and helpful products to diverse communities, but also building trust and offering patient-centered support. As Lorena Gonzalez, an Alma First Fellow who interacted with this member, explains, “It’s not just about exposing technology and innovative products to community members, but ensuring they have the confidence and understanding to use it.”

The work didn’t stop there. At a Mental Health Fair in Wilmington, Alma First partnered with Sanarai, an online platform offering therapy in Spanish. The Fellows faced challenges helping individuals sign up for therapy sessions via Zoom—many didn’t have Zoom accounts, and those who did often forgot their login information. The Fellows patiently guided them through the app installation process, even helping those without an email create a Zoom account using existing platforms like Facebook. Through this personalized support, they ensured that every member could access the mental health services they needed.

“There were many small barriers at every step, but we remained committed to making the process as smooth as possible,” says Lorena. “For members trying to navigate these systems alone, it would be easy to feel discouraged. Our goal is to help them overcome those barriers, so they can access the care they deserve.”

Alma First debriefed with Sanarai’s founder afterward, providing input from the health fair’s attendees themselves. They suggested expanding alternative communication options, like direct phone calls or simpler video conferencing tools, for individuals who found Zoom too difficult to navigate or who simply had different kinds of devices that weren’t compatible with certain applications. This feedback, grounded in real-world experience, demonstrated the value of inclusive customer discovery in refining health technology products.

So how can these insights be applied more broadly?

At the Science Center, we believe that digital equity is essential for driving meaningful innovation in healthcare. As we guide early-stage healthcare technology companies toward market adoption, we emphasize the importance of incorporating diverse patient perspectives from the outset. This approach not only leads to more effective solutions but also fosters a more inclusive health environment where all patients can benefit from technological advancements.

Organizations like Alma First actively work to bridge the digital health divide by connecting underserved populations with essential resources and technologies. Their initiatives—such as distributing laptops and CGMs—empower individuals to navigate their healthcare more effectively. Alma First’s commitment to community engagement and inclusive practices serves as a model for others seeking to enhance digital health access.

Inclusive customer discovery is more than a recommended approach; it’s an essential strategy for developing technologies that address the needs of all patient populations. By engaging diverse communities and incorporating digital equity into their design processes, startups can create solutions that bridge gaps in healthcare access. In doing so, they will contribute to a future where no one is left behind due to language, literacy, or digital divide issues.