This interactive session will detail systemic barriers and their impact on accessibility, especially during a time where COVID-19 has exacerbated communication barriers Deaf and hard of hearing individual face in healthcare systems. As a Deaf father of twins born during the midst of the COVID-19 pandemic, Corey Axelrod will explore key stakeholder perspectives that impact the delivery of services to Deaf and hard of hearing individuals.

After this session, participants will:

• Recognize how existing systemic barriers may affect clinical decision-making, patient-provide interactions and Deaf and hard of hearing patients’ outcomes; and
• Identify opportunities to navigate and dismantle these systemic barriers in order to deliver patient-centric care to Deaf and hard of hearing individuals.

During this session, we will discuss how pharmaceutical professionals working with Deaf and hard of hearing patients can ensure interactions are culturally sensitive and appropriate. We will take a deep dive into Deaf culture and combine this with practical, real-life stories and situations to help participants appropriately respond to the varying needs of Deaf and hard of hearing patients while maintaining a professional level of respect, objectivity and identity.

After this interactive session, participants will:

• Understand Deaf and hard of hearing individuals’ sociocultural experiences and their relevance in driving patient engagement and adherence;
• Recognize language differences, body language and expressions of emotions;
• Apply techniques and strategies to effectively identify possible challenges Deaf and hard of hearing patients may encounter due to cultural and communication differences; and
• Implement strategies to bridge communication and cultural gaps between Deaf/hard of hearing and hearing individuals.

While pharmaceutical companies have proactively provided patients with a wide range of accommodations, these efforts may not entirely address the needs of individuals with disabilities, let alone those who are Deaf and hard of hearing. Consequently, these companies fail to create wholly diverse, equitable, inclusive and accessible brand experiences. With an emphasis on creating patient-centered experiences, we will discuss the fundamental differences between simply providing accommodations and cultivating equitable, inclusive and accessible environments that benefit not only your Deaf and hard of hearing patients, but all patients who utilize your organization’s services.

Participants will leave this session with:

• An understanding of potential communication and cultural gaps between Deaf/hard of hearing and hearing individuals;
• An appreciation of how potential communication and cultural gaps may impact inclusion, equity and accessibility initiatives; and
• Evidence-based practices and strategies designed to improve the overall experience for Deaf and hard of hearing patients.

While diversity, equity and inclusion (DE&I) initiatives within healthcare organizations are plentiful, we will explore how failing to prioritize accessibility within your DE&I strategy may negatively impact your employees and patients, including those who are Deaf and hard of hearing. To overcome roadblocks and resistance to change, we will discuss how pharmaceutical professionals can build a business case that supports driving accessibility, as well as dedicating appropriate and adequate resources to significantly reduce, if not eliminate, the systemic barriers that have historically impacted Deaf and hard of hearing individuals’ experiences with pharmaceutical companies.

Participants will leave this interactive workshop with:

• Best practices to tie provision of services to organizational goals and leverage support from the top-down to accelerate accessibility in your organization;
• Techniques to generate community awareness about your organization’s commitment to accessibility within your overall DE&I strategy; and
• Strategies to overcome resistance regarding the perceived costs associated with creating an accessible user-experience for employees and customers.

As unconscious biases are created and often reinforced by our environments and experiences, this session will explore how individual and systematic biases impact service delivery, clinical decision making, patient-provider interactions and, essentially, Deaf and hard of hearing patients. Through Deaf lens, the presenter will discuss best practices for pharmaceutical professionals to use to identify unconscious biases and provide proactive and strategic support that will make a concrete difference in improving healthcare outcomes for Deaf and hard of hearing patients.

After this interactive session, participants will:

• Recognize what power and privilege looks and feels like from the perspective of Deaf and hard of hearing individuals;
• Understand and apply best practices to determine which privileges to leverage, minimize or divest;
• Apply tips and strategies discussed to hold other professionals accountable for their actions; and
• Utilize promising approaches for more open and authentic dialogue with Deaf and hard of hearing individuals.

While inclusive marketing is all the buzz, do you know how your marketing communications are perceived by Deaf and hard of hearing individuals? During this interactive session, we’ll take a deep dive into this diverse community and identify fundamental steps your pharmaceutical company can take to ensure your marketing communications are accessible, culturally sensitive and responsive, and positioned to connect Deaf and hard of hearing individuals to pertinent and relevant information and resources needed to drive patient engagement and outcomes. Together, we can change the perception of what inclusive marketing can mean for pharmaceutical companies and influence social change.

After this session, participants will:

• Best practices to ensure marketing touchpoints deliver a consistent experience that is inclusive of and accessible to Deaf and hard of hearing individuals;
• An appreciation of the various experiences Deaf and hard of hearing individuals have as they interact with pharmaceutical companies across various marketing channels and platforms; and
• An understanding of how potential ableism or misconceptions about the needs of Deaf and hard of hearing community can negatively impact brand equity and perception.