Jonah Rusere, an Advanced Nurse Practitioner and Oliver Kemp, CEO of Malecare, discuss the nature of trust and how we can build trust in the scientific and healthcare sector amongst the Black community in the UK and the USA.

Understanding the Challenge
Trust is a cornerstone of effective healthcare, yet for many Black men—especially those facing prostate cancer—trust in the medical system is often lacking. In a compelling conversation hosted by Malecare and PCR, CEO Oliver Kemp sits down with Jonah Rusere, an Advanced Nurse Practitioner, to unpack the roots of this mistrust and explore how healthcare professionals can bridge the gap.

Why Does Mistrust Exist?
Jonah Rusere’s experience working with Black men in the UK reveals that mistrust isn’t simply about a lack of education or awareness. Instead, it’s deeply rooted in cultural backgrounds and lived experiences. Many patients come from countries where traditional medicine is a respected part of healthcare. When they move to a new country, they bring these beliefs and practices with them. As Rusere explains, “It’s not that people aren’t educated—it’s where they’re coming from and what they understand about healthcare.”

The Power of Cultural Sensitivity
A recurring theme in the discussion is the importance of meeting patients where they are—culturally, emotionally, and linguistically. Rusere shares how patients often gravitate toward healthcare providers who share their background, feeling more comfortable and understood. Simple acts, like greeting someone as “brother” or “uncle,” can break down barriers and foster trust.

Healthcare professionals, Rusere suggests, should be flexible and open, adapting their approach to each individual. “If I say I’m a nurse and professional, but forget my culture and theirs, patients keep their barriers up. But if I connect on their level, they drop those barriers. That’s when trust is built.”

Traditional Medicine: A Valid Part of the Conversation
For many Black men, traditional healers and remedies are part of their health journey. Rather than dismissing these beliefs, Rusere advocates for respectful dialogue. “I can’t advise on traditional remedies, but I acknowledge them. My training is evidence-based, but I don’t block what patients believe. I meet them where they are.”

This approach is rooted in humility and respect. Medicine is always evolving, and acknowledging the value of different perspectives can only strengthen the patient-provider relationship.

The Importance of Time and Connection
One of the biggest barriers to trust is the pressure on clinicians’ time. Discussing a cancer diagnosis is overwhelming, and patients often need space to process information. Rusere recommends involving family members in consultations and ensuring that patients have someone to turn to after appointments.
He also highlights the critical role of nurses and key workers in providing ongoing support. However, he notes that if these staff members lack cultural understanding, patients may still feel isolated.

Solutions for a More Inclusive System
So, how can healthcare systems become more inclusive and trustworthy for Black men with prostate cancer?

• Cultural Competency Training: Healthcare professionals should be trained to understand and respect different cultural backgrounds and health beliefs.
• Representation Matters: Increasing diversity among healthcare staff helps patients feel seen and understood.
• Patient-Centered Communication: Taking time to listen, involve families, and acknowledge traditional practices builds trust.
• Community Engagement: Partnering with organisations like Malecare and the Black Prostate Cancer Alliance amplifies patient voices and ensures care strategies are shaped by those they serve.

Final Thoughts
Building trust isn’t about a single conversation or policy—it’s an ongoing commitment to understanding, respect, and partnership. As Rusere and Kemp’s discussion makes clear, when healthcare professionals take the time to connect with patients as individuals, acknowledge their unique backgrounds, and involve them in their care, the results can be transformative.

For more resources on supporting Black men with prostate cancer, visit Malecare, PCR, and the Black Prostate Cancer Alliance.

Watch the full recording of “Trust in Healthcare in Black Communities” featuring Jonah Rusere and Oliver Kemp, part of the Trust in Healthcare: Racism and Homophobia virtual conference, to gain deeper insights into building trust and improving care for Black men with prostate cancer.