Description

In this week’s episode, Jenny chats with Hedy & Hopp’s own Director of Activation, Lindsey Brown to talk about rural marketing. They discuss the unique challenges and opportunities that working with regional hospital systems or payors in rural communities present:
Challenge 1: Channel
Lindsey states that access to channels may differ from marketing in urban areas. Rural areas may have more limited or no access to things like fiber internet, cable TV, and even billboards and signage. However, that doesn’t mean rural areas are disconnected, the opportunities to connect are just through different channels:

• Traditional channels are critical, but don’t forget streaming services, video platforms like YouTube, and social media.
• Beyond digital, in rural areas, you’ll find that partnerships with local entities like high schools and local businesses play a powerful role in building reputation for your brand.

• Social Media – in rural areas social can drive higher conversion rates as people tend to be more connected on social media than urban areas
• Programmatic – in rural areas, a tight, conversion-focused message may go further than general brand awareness for programmatic
• Key Events – partnerships with companies, events, and even signage can all be great opportunities to build brand awareness and reputation
• Paid Search – don’t underestimate the power of conversion-focused, bottom of funnel paid search tactics

Challenge 2: Content
The second challenge Lindsey brings up is that the framing of content looks a little bit different in rural areas. Rather than focusing on messaging like “24/7” or “Get Seen Today,” which may not be feasible in rural areas, rural audiences may respond better to practical messaging that promotes convenience, scheduling ahead, or social determinant of health topics like transportation or cost.
Finally, Jenny and Lindsey offer a few areas to research if you are marketing in a rural community:
Connect with Jenny:
https://www.linkedin.com/in/jennybristow/