Personalised medicine has gained a lot of attention as of late. It can mean suiting a treatment to the genetic makeup of the patient. In a broader sense, it means competent care that is not one-size-fits-all and more than acknowledges a patient’s background, but care that takes into account cultural identity, values, and health beliefs.

Especially in women’s health, women from different cultural, ethnic, and socioeconomic backgrounds often face unique health challenges and additional barriers that require culturally competent care.

In this ever-evolving field, and as medical innovations advance, practitioners must take the time to understand and respect each woman’s cultural differences that influence health behaviors, perceptions, and communication. This approach fosters trust and improves health outcomes by improving understanding and compliance with treatments. As we continue to innovate in women’s health, addressing these differences is crucial to bridging the gap between access and outcome disparities that have disproportionately affected women from diverse communities.

Understanding the unique needs of diverse women

Women from different cultural backgrounds often face distinct health challenges that are shaped by factors such as genetics, lifestyle, and societal expectations. These disparities highlight the importance of tailoring healthcare to meet the specific needs of each group.

The traditional “one-size-fits-all” approach in medicine does not account for the significant differences in how certain conditions manifest across various populations. Cultural identity is just one of many factors that shape an individual’s health needs and experiences. Within any given ethnic group, there is significant diversity in terms of lifestyle, socioeconomic status, education, and personal health beliefs.

Assumptions based solely on ethnicity can lead to stereotyping and the risk of overlooking personal nuances that are critical to effective healthcare. For example, while a Latina woman may statistically be at higher risk for diabetes, assuming that every Latina shares the same risk profile ignores the reality that individual behaviors, family history, and access to resources play crucial roles.

In another example, black women at one time were thought to have lower incidences of incontinence. Only after further research was conducted did it show that black women under-reported their conditions more than other races, and when black women did present with incontinence, their conditions were already much worse.

Regarding certain socio-economic statuses, prescribing weekly pelvic floor physical therapy or neurostimulation office visits has led to poor compliance. Often, these women can’t hire a babysitter for every office visit or take time off from work in the middle of the day. Poor compliance is often simply due to a lack of transportation.

Healthcare providers must balance recognising common trends within ethnic groups and treating each patient as an individual with unique circumstances. This approach not only builds trust but also allows for more effective diagnosis and treatment, as patients are more likely to feel heard, engage in open communication, and collaborate in their healthcare when they feel understood on a personal level.

The role of healthcare providers in culturally competent care

Healthcare providers play a crucial role in delivering culturally competent care by actively educating themselves about the communities they serve. This includes being aware of the social determinants of health — factors such as income, education, and environment — that disproportionately affect women from marginalized communities.

It’s understood that healthcare providers are woefully busy. On average, OBGYNs spend about 13 minutes with each patient to understand issues, examine them, and give diagnoses and treatments. During this time, women, as family health caretakers, may bring up issues other than their own.

Cultural differences can influence their perceptions of illness and treatment, delay decisions until the family is included, or avoid needed taboo topics such as pelvic, mental, and sexual health. Providers who are sensitive to these nuances can navigate conversations with empathy and respect, leading to better communication and patient adherence to treatment plans.

Innovative approaches to culturally competent care

Innovation in healthcare is not only about developing new treatments or technologies but also about rethinking how care is delivered to ensure it meets the needs of diverse populations. One promising approach is integrating community health workers (CHWs) into healthcare teams. CHWs are often members of the communities they serve, making them well-positioned to provide culturally relevant health education, support, and advocacy.

Another innovative solution is using telemedicine to reach women in underserved areas. Telemedicine allows healthcare providers to connect with patients who may face geographical, financial, or even social barriers to in-person, mid-day care.

For women from rural or immigrant communities, telemedicine offers a way to access culturally competent care from providers who may not be physically accessible. Lower-paid workers often have jobs that are more inflexible regarding taking time off during work time. By breaking down these barriers, telemedicine can help bridge the gap between diverse populations and quality healthcare.

Additionally, healthcare institutions can leverage technology to create tailored health education materials in multiple languages and formats. Digital platforms that deliver culturally specific content about preventive care, maternal health, and chronic disease management can empower women from different backgrounds to take control of their health.

Similarly, at-home treatments can allow for easier treatments on your own time without taking transportation time or time off from work.

The future of culturally competent care in women’s health

The demand for culturally competent care in women’s health will only grow as the population does. Yet, the future of healthcare cannot rest solely on broad generalizations about ethnicity or culture.

Ultimately, the future of culturally competent care in women’s health lies in moving away from a one-size-fits-all model and embracing a patient-centered approach that respects each woman’s unique combination of cultural, social, and personal factors.

By doing so, healthcare providers can ensure that women from all backgrounds receive the quality care they deserve, leading to improved health outcomes and a more equitable healthcare system.

Gloria Kolb is the CEO and co-founder of Elitone, the first non-invasive, FDA-cleared, wearable treatment for women with urinary incontinence. Elitone’s accolades include winning Best New Product by My Face My Body, Sling Shot 2020, finalist in the Women Startup Challenge, and many startup pitch competitions. As an inventor with 30+ patents, Gloria has been featured in Forbes as a Top Scientist Driving Innovation in Women’s Health. Her creative designs and problem-solving abilities have earned her recognition, such as Boston’s “40 Under 40” and MIT Review’s “World’s Top Innovators under 35.” She has engineering degrees from MIT and Stanford, as well as an MBA in entrepreneurship from Babson College.