Reaching Rural Communities: Lessons from the Northwest Rural Health Conference

Here are a few insights that stood out from the discussion: 

• Digital alone will not cut it. In many rural communities broadband and cell service are limited, which means outreach still happens in very physical places such as grocery stores, gas stations, county fairs, and local events. Shawna Fish of the Washington Health Benefit Exchange noted that one of their most effective advertising placements is gas station pump toppers, because for a few minutes you truly have your audience’s undivided attention.  

• Stories build trust. Patient testimonials remain one of the most powerful ways to demonstrate the real impact of care. Allie Hyams of Providence Inland Northwest Service Area shared how connecting directly with patients about their experiences can humanize healthcare services and build credibility in the community.   

• Community partners expand reach. Local organizations, employers, and faith groups are often the most trusted messengers in rural communities. Jenn Hoker of DHM Research emphasized that engaging diverse audiences through these partnerships should be a core part of any research and marketing communications strategy, particularly when addressing complex health topics such as vaccines, preventive care, or insurance coverage.   

• Your employees are your best ambassadors. In rural communities, caregivers often serve as the most influential spokespeople out in the community. A consistent internal communications rhythm ensures staff have the information they need to answer questions from patients and neighbors. 

• Transparency matters. Panelists fielded audience questions about responding to negative feedback online. Allie Hyams advised against deleting comments on social and instead recommended using simple tools, such as QR codes that encourage satisfied patients to leave reviews. This approach helps balance negative feedback while reinforcing transparency and trust.