In healthcare, we often hear terms like community outreach and community engagement used interchangeably. They sound similar—both involve connecting with real people outside of organizations. But at NOWINCLUDED, through the wisdom of our incredible community, we've come to understand that this subtle difference in language represents a monumental chasm in impact.
And where does true health equity begin? With the engagement side of that chasm.
My colleague, Laquita Gilbert, recently captured this beautifully in her blog, Beyond Efficiency: The Power of a Phone Call in Community-Based Health. She reminded us that slowing down to listen and connect—especially in a world that values speed—isn’t inefficient, but essential. Her message underscores something we deeply believe at NOWINCLUDED: that trust isn’t built in passing. It’s built over time, through presence.
Even the Society for Clinical Research Sites (SCRS) acknowledges how outreach may raise awareness, but engagement sustains relationships. Let’s break down the distinction.
Community Outreach: The Broadcast Model
Think of outreach as a megaphone. It’s designed to spread a message quickly and widely. Maybe it’s a flyer at an event, a post on social media, or a health fair booth. These touchpoints matter for raising awareness, especially among underrepresented communities.
But outreach is often transactional. It’s a one-way message: We talk. You listen. It rarely creates the conditions necessary for long-term trust, especially among groups that are historically marginalized or mistreated by the healthcare system.
Outreach can be useful for building brand awareness or increasing exposure to a particular initiative. But it can never replace the work of building trust over time. Getting the word out may get people in the door, but it doesn’t make them feel seen once they’re inside. It’s the introduction, not the relationship.
Community Engagement: The Conversation That Builds Trust
Engagement, on the other hand, is a two-way exchange. It requires mutual respect, continuous dialogue, and co-creating value. It’s not about showing up when we need something. It’s about showing up, period.
Engagement is an act of humility. It entails approaching communities sincerely as true partners with wisdom, lived experience, and agency. It requires creating space for voices that have been sidelined and being willing to be changed by what we hear. When we commit to this process authentically, we lay the foundation for solutions that last because they’re rooted in community realities instead of in assumptions.
For People Like Us, Engagement Is Non-Negotiable
Underrepresented communities have been talked at for too long; told what they need, how they should behave, and what’s best for them. Health programs are often designed for these communities, but rarely with them. That top-down model deepens mistrust and widens disparities.
At NOWINCLUDED, we are flipping that script. Here’s how:
We Build Trust Before We Ask for Action
From food festivals to churches to wellness runs, we show up to listen long before there’s a call to participate in a clinical trial. We invest in presence, not pressure.
That’s why we’ve built 5 educational resource hubs for healthcare providers and clinical research sites to communicate more effectively, empathetically, and respectfully with our community.
We Shape Our Work With Your Voice
When community members share their priorities—like 33.91% reporting challenges finding the right doctor, 18.77% feeling dismissed by providers, or 15.60% citing insurance issues—we don’t just listen. We take action.
For example, our Voices of Community campaign revealed that over half of respondents with chronic conditions had never been invited to participate in clinical research despite interest. In response, we brought 15 clinical research opportunities directly to the community, resulting in 244 pre-screeners completed.
We see these numbers as more than metrics—they’re signals. When we learn that a community wants to understand more about chronic conditions like multiple myeloma or feels hesitant about new vaccine rollouts, that shapes what we produce, who we partner with, and where we go next. Our campaigns, programs, and partnerships are not dictated by guesswork. They’re powered by your input.
We Prioritize Consistency Over Convenience
Engagement doesn’t happen in a single event. It happens over time.
Through our community app and programs like Brunch & Learn—which increased attendee confidence in identifying myasthenia gravis symptoms by 43.53% we offer ongoing connection, education, and empowerment.
We Report Shared Progress
Our mid-year report showcases what we accomplished together:
- 3,400+ community members engaged with health resources
- More than 5,000 individuals met in person
- Actionable insights on chronic conditions like multiple myeloma and myasthenia gravis
Every data point reflects stories, trust, and lives impacted.
NOWINCLUDED Is a Movement, Not Just a Platform
In a world increasingly driven by efficiency and transactional interactions, NOWINCLUDED stands firm in its commitment to genuine community engagement. It's a slower, more deliberate path, but it's the only road to true health equity. It's the difference between a fleeting moment of outreach and a lasting movement of empowerment.
We are building a healthier future for all underrepresented communities, brick by brick, conversation by conversation. Every story shared, every circle joined, every person met—that's legacy, and we are building our better futures together.
Learn more about our NOWINCLUDED platform, a community of over 160K members who share insights that make a difference in healthcare. Schedule a 1:1 with our team.
