I’ll never forget what someone said to us in the early days of building Acclinate: “Just don’t come here, plant your flag, and leave.”
That stuck with me.
Why? Because for too long, that’s exactly how healthcare engagement has looked in underrepresented communities—transactional, extractive, and short-lived. A free screening here. A flashy campaign there. And then… silence.
At Acclinate, we decided to do things differently. We chose to lead with people, not programs. With conversations, not checklists. And that one moment—that one comment—became a compass for how we show up.
Over the last five years, we’ve built a model rooted in respect, powered by trust, and informed by the voices of the communities we serve. And if we’ve learned anything, it’s this:
Trust isn’t given. Sometimes it’s earned—and sometimes, it’s borrowed. But it’s always built, piece by piece, through presence and purpose.
Engagement Starts with Respect
When we talk about engaging historically excluded communities, we don’t start with the ask. We start with understanding.
Our work is rooted in the idea that community members are the experts of their own experience. That’s why we don’t approach engagement as a one-size-fits-all strategy. Instead, we activate relationships with local leaders—faith organizers, coaches, HBCU alumni, nonprofit partners—who already hold trust in their communities.
One of our most powerful guiding principles came from a close mentor of mine, affectionately known as Acclinate’s godmother. She reminded us that trust can be borrowed—but only when we lead with sincerity, consistency, and respect.
You can see this approach in action across our community activation work and our case studies.
The Real Cost of Trust
One of the biggest misconceptions in the healthcare industry is that trust is cheap and quick to earn. It’s not.
For years, organizations have “engaged” communities by offering free screenings or branded events, expecting participation in return. But people, especially those with a deep distrust of the healthcare system, know when they’re being marketed to.
Trust takes time. It takes investment. It means showing up to support a local team, a church fundraiser, or a family event—without expecting anything in return. We’ve done this work long enough to know that if you truly want to build sustainable engagement, you have to commit for the long haul.
Listening That Changes Strategy
Recently, we worked with a multi-location partner in Philadelphia that believed their existing patient base could serve as the foundation for clinical trial recruitment. But when we asked community members how they felt about research participation, the responses revealed something unexpected: most of the insights—and the willingness to engage—came from outside their physical facilities.
That shift in perspective forced a reimagining of the entire strategy. And it worked, because it was grounded in what people actually wanted, not what the system assumed.
Data With a Human Touch
Healthcare depends on data—but if you forget the human behind the numbers, you lose the point.
At Acclinate, we ask people for their thoughts, preferences, and beliefs. Not invasive personal data, but human context: Have you ever been offered a clinical trial? Would you consider it? What might change your mind?
Gathering information is a big part of what we do. But we’re not data collectors. We’re relationship builders. And for me, that role is personal. As a young mom navigating the healthcare system with limited resources, my decisions looked very different than they do today. Experiences like mine fuel our emphasis on behavioral and opinion-based insights.
Culture Is Not an Afterthought
Cultural competency is essential—not optional. Our team is made up of subject matter experts who live and breathe this work. They bring nuance, empathy, and real-world understanding to every campaign.
We know that different audiences need different messages. What resonates with a 65-year-old caregiver might not connect with a Gen Z college student. That’s why we meet people where they are—in culture, in tone, and in place. Whether that’s a community center, a hair show, or a food festival, we go where the people are.
And while our campaigns often prioritize Black women—who are often key influencers on their families when it comes to healthcare decisions—we design strategies with intersectionality and inclusion in mind. Why? Because representation without relevance isn’t enough.
From Initiative to Infrastructure
If you’re an organization trying to improve representation in healthcare, start by asking this: Is this initiative backed by sustainable infrastructure?
Impactful initiatives start with intention. But intention alone isn’t enough. Inclusion work must connect to your bottom line and have leadership buy-in to survive. That means securing long-term funding, building internal accountability, and aligning this work with your organization’s future—not just its marketing strategy.
At Acclinate, we often ask upfront: Is this short-term or long-term? We want to help you move beyond a project mindset and toward lasting change.
Not Everyone Is a Yes—and That’s Okay
One of the biggest shifts in how we think about representation is understanding that not everyone will say yes to participating in research. Some are enthusiastic. Others are curious but hesitant. And some have deep-rooted skepticism for valid reasons.
Instead of trying to convert everyone at once, we focus on finding early adopters and empowering them to become ambassadors. Those voices carry more weight than any campaign could.
Over time, others may follow. But we don’t measure success by numbers alone—we measure it by progress and by the trust we continue to build along the way.
Building a Legacy
For me, this work is more than business. It’s legacy.
One of my grandfather’s final messages was, “I am now and forever included.” That spirit is woven into everything we do at Acclinate. We’re not here to lead a moment—we’re here to help build a better healthcare ecosystem.
And we believe that change must start with people, not programs. With relationships, not results. With trust—and a willingness to earn it every single day.
To learn more about Acclinate’s approach to advancing health equity, schedule a conversation with our team.
