De-Biasing & Inclusive Representation Design
Pubrica audits patient-facing imagery and content against a representation rubric and redesigns the assets the audit flags. We work with pharma and medtech communications teams, hospital systems and health plans, medical device and digital health companies and public health organizations. Our medical illustrators, 3D animators and UX/UI designers deliver a scored audit report, a prioritized remediation list, a benchmark against your patient demographic data, redesigned or re-sourced assets and updated imagery guidelines, with reference to FDA pulse oximeter calibration guidance and WCAG 2.2. A named subject specialist manages your project from brief to delivery, and a second, independent reviewer checks the work before it reaches you.
- Scored audit report of existing assets against a representation rubric — included in every engagement
- Prioritized remediation list ranked by clinical/reputational risk — included in every engagement
- Benchmark comparison against the client's actual patient demographic data — included in every engagement
- Built against named standards, including FDA pulse oximeter calibration guidance, not a generic design pass
- A published starting price: from $6,500, shown before any call
Scored audit report of existing assets against a representation rubricIncluded
Prioritized remediation list ranked by clinical/reputational riskIncluded
Benchmark comparison against the client's actual patient demographic dataIncluded
Redesigned or re-sourced assetsIncluded
Work outside the agreed scopeNot this
Brief → scoping → draft → delivered
- Scored audit report of existing assets against a representation rubric
- Prioritized remediation list ranked by clinical/reputational risk
- Benchmark comparison against the client's actual patient demographic data
- Redesigned or re-sourced assets
- Updated internal imagery/style guidelines to prevent recurrence
Deliverables
Five Deliverables in Every Inclusive Representation Design Project
Every inclusive representation project includes the five deliverables below, prepared in-house by Pubrica’s medical illustrators, 3D animators and UX/UI designers rather than drawn from a template library.
Service Tiers
Representation Audit and Targeted Redesign
Most flagged assets do not need a full reshoot. The audit identifies which assets carry clinical or reputational risk before you pay to replace any of them.
Who we serve
Five Client Groups We Support with De-Biasing and Inclusive Representation Design
We support teams that produce patient education, campaign, device training, app and community health imagery.
Compliance and Standards
Three Standards and Guidelines Applied to De-Biasing and Inclusive Representation Design
Each deliverable is checked against the standards and guidelines named below.
FDA pulse oximeter calibration guidance
Establishes regulatory precedent that skin-tone representation in validation/testing populations is a patient-safety issue, not just an aesthetic one, supporting the case for formal audits of patient-facing visual content.
WCAG 2.2
Accessible color contrast and non-text-content guidance intersect with inclusive imagery work when illustrations or photos are also required to be perceivable by users with low vision or color-vision deficiency.
Quality management (cert. H3CR9TCU20251212INDQM10N)
Our quality management system covers how each project is run, reviewed and documented.
Responsible Use of AI
Our Approach to AI Use in De-Biasing and Inclusive Representation Design
We use generative tools for drafting and design iteration only. We do not use them for any output that could be mistaken for verified clinical data or a real patient.
Why We Do Not Publish AI Accuracy Figures
Accuracy figures for AI design and content tools are usually reported by the vendors that sell them.
For this reason, we do not quote an accuracy figure of our own. We tell you which tool was used on your project, at which stage, and what a named reviewer changed afterwards.
Our Process
How Our Inclusive Representation Design Process Works
You review a first draft before production is completed, so any misunderstanding of the brief is corrected at an early stage.
Submit Your Brief and Reference Material
Tell us which assets are in scope, who your patient population is and any brand or clinical constraints, and send the existing imagery, guidelines and demographic data we should work from.
Scoping Consultation
We confirm the audience, the applicable standards and, for scoped work, the factors that determine the final price, so the quote is clear before work begins.
Concept and First Draft
A subject specialist and the production team prepare the first version against the brief, and it is reviewed internally for accuracy before it reaches you.
Revisions and Final Delivery
We incorporate your revisions and deliver the files listed on this page, including the working files, so the material can be updated later without starting again.
Request a Free Scoping Assessment for Your Inclusive Representation Design Project
We set out the cost, the timeline and the applicable standards before you commit to anything. The assessment is free and takes two business days.
Our experts
Your Inclusive Representation Design Team
The same named team of subject specialists stays with your project from scoping to delivery.
Decides which claims the work can make on the available evidence. The subject expert is matched to your topic and tells you clearly when the brief asks for something the evidence does not support.
Reviews the work independently of the first reviewer and reconciles the two reviews, because most errors in this work are factual. Disagreements are logged and adjudicated by a third reviewer.
Responsible for file formats, compliance with the destination’s specification and the handover of working files, so the delivered files match your brief.
Confirms that the deliverable meets the standards that apply to it, whether MLR, WCAG, a regulatory guidance or another governing body.
Evidence Base
Evidence Informing Our Inclusive Representation Design Approach
Each point below is sourced and assigned to a named member of the team. On request, we can direct you to the underlying study or the responsible reviewer.
Packages
Inclusive Representation Design Pricing
The audit has a published starting price. Redesign is priced by scope once the audit shows how many assets need remaking.
Representation audit
Covers a structured audit of up to ~150 existing patient-facing assets (illustrations, stock photos, personas, iconography) against a representation rubric (skin tone/Massey-Martin scale, age, gender presentation, disability, body type, SES markers), benchmarked against the client's actual patient population, delivered as a scored findings report with flagged assets and remediation priority.
From $6,500Published starting price
Delivery 10–15 business days
- ✓Scored audit report of existing assets against a representation rubric
- ✓Prioritized remediation list ranked by clinical/reputational risk
- ✓Benchmark comparison against the client's actual patient demographic data
Remediation & redesign
Scoped against: Number and type of assets to remake (illustration vs. photography vs. video vs. persona/journey-map content); Whether new photography/illustration requires original shoots or commissioned art versus curated premium stock; Depth of clinical accuracy review required (e.g., dermatology imagery needing melanin-range accuracy)
Scoped quoteAfter the audit, or on its own
Delivery Set at scoping
- ✓Redesigned or re-sourced assets (illustrations, photography, personas) for flagged items (redesign tier)
- ✓Updated internal imagery/style guidelines to prevent recurrence
Quality Assurance
Our Service Commitment
Our service commitment, its limits and the remedy are set out below.
The Pubrica guarantee
Free Revision When Work Does Not Meet the Agreed Brief or Named Standard
Within the agreed scope, we revise any work that does not match the brief or a standard named on this page at no additional cost.
01
The brief is confirmed before production
Confirming the brief at scoping prevents misunderstandings that would otherwise require rework after delivery.
02
A named reviewer signs off before you see it
A named reviewer checks the work against the standards listed on this page.
03
AI use is disclosed, not hidden
We tell you which tool was used, at which stage, and what a reviewer changed afterwards.
04
Working files are yours
You receive the working files, so the material can be updated later without starting again.
Client Stories
De-Biasing & Inclusive Representation Design FAQs
Frequently Asked Questions About De-Biasing and Inclusive Representation Design
If yours is not here, ask an expert — no quote required.
Pubrica audits patient-facing imagery and content against a representation rubric and redesigns the assets the audit flags. We work with pharma and medtech communications teams, hospital systems and health plans, medical device and digital health companies and public health organizations. Our medical illustrators, 3D animators and UX/UI designers deliver a scored audit report, a prioritized remediation list, a benchmark against your patient demographic data, redesigned or re-sourced assets and updated imagery guidelines, with reference to FDA pulse oximeter calibration guidance and WCAG 2.2. A named subject specialist manages your project from brief to delivery, and a second, independent reviewer checks the work before it reaches you.
De-biasing and inclusive representation design is a structured review of patient-facing imagery against a representation rubric, followed by redesign where needed. The core deliverable is a scored audit report, and the full list appears on this page under Deliverables.
A 2023 study in Health Promotion Practice analyzing 495 images across five major stock libraries (Adobe Stock, Canva, Getty, Microsoft, Pixabay) found that searches like healthy eating and quitting smoking returned no images of people with dark skin tones, and vaccination was the only term where dark-skinned people made up a notable share (about 20%).
This is documented in published research and regulatory guidance, so our specialists treat it as a defined project requirement.
The audit starts from $6,500. It covers a structured audit of up to ~150 existing patient-facing assets (illustrations, stock photos, personas, iconography) against a representation rubric (skin tone/Massey-Martin scale, age, gender presentation, disability, body type, SES markers), benchmarked against your actual patient population and delivered as a scored findings report with flagged assets and remediation priorities.
Any redesign work that follows is scoped separately, because the number of assets that actually need remaking only becomes clear once the audit is done.
Pharma and medtech marketing/communications teams auditing patient education materials
Hospital systems and health plans reviewing public-facing campaign and signage imagery
Establishes regulatory precedent that skin-tone representation in validation/testing populations is a patient-safety issue, not just an aesthetic one, supporting the case for formal audits of patient-facing visual content.
We apply the standard from the start of the project rather than making compliance changes after a reviewer raises them.
Related services
Related Digital Health Experience Services
Related services within Digital Health Experience and in other areas of Pubrica’s work.
1SAME STAGEVisualize & design
MoA & disease state artWe illustrate mechanisms of action and disease states accurately. Interactive medical UI/UX designWe design medical interfaces that clinicians and patients can use with ease.2ELSEWHERE IN DIGITAL HEALTH EXPERIENCEa different stage
Healthcare KOL video productionWe produce healthcare KOL videos prepared for MLR review. Patient engagement & health literacy designWe write patient materials to a defined reading level.Insights
Further Reading on De-Biasing and Inclusive Representation Design
Request a Free Scoping Assessment for Your Inclusive Representation Design Project
We set out the cost, the timeline and the applicable standards. The assessment is free and takes two business days.