Health equity is trending—in headlines, on panels, and across corporate commitments. But behind the buzzwords, most healthcare organizations are still struggling to move from intention to impact.
Many organizations say equity matters, however fewer are integrating it into the way they communicate, operate, and engage with the communities they serve.
WAX helps healthcare brands turn equity from a talking point into a working principle.
We focus on communication because that’s where equity often breaks down first, and where trust is most often lost. When patients don’t feel seen, heard, or respected in what they read, watch, or hear from a healthcare brand, they disengage. That affects outcomes. It affects access. It affects reputation. And it affects bottom lines.
The Real Work Starts With Listening
Equity is so much more than messaging. After all, what’s a message without understanding? If your organization feels confident in its messaging but may be lacking in understanding, consider slowing down and truly listening to what people in your community are experiencing and what they need from you. Then align your strategy and creative to meet that reality.
We help clients do this by building research plans that include the right voices from the start. Not just surveys and focus groups, but conversations that bring context and nuance forward, especially from communities that have been historically overlooked or underserved.
Most Teams Aren’t Structured for This. WAX Is.
We work with marketers, brand teams, and comms leaders across healthcare who are serious about equity but unsure where to start, or how to go deeper. Our process makes the work manageable, intentional, and aligned with your broader strategy.
Here’s what that looks like:
- Research plans shaped around lived experience, not assumptions
- Messaging strategies that center access, clarity, and respect
- Creative work shaped in collaboration with real people, not just personas
- Brand guidance that supports long-term alignment, not one-off efforts
We don’t build quick-fix campaigns. We build frameworks that last.
Equity Isn’t Optional
This work isn’t about checking boxes. It’s about showing up in ways that reflect the responsibility healthcare brands carry—especially now.
Patients, families, and communities are paying attention. They know when a message rings hollow. They remember which organizations take the time to get it right.
WAX is here for the teams that are ready to do this with purpose. We bring deep healthcare expertise, a sharp creative point of view, and a process that makes the hard work more actionable.
If you’re ready to go beyond intention—we’re ready to get to work alongside you. Get in touch!
