NEW Rural-Specific Resources to Help Your Hospital

Sep. 29, 2021

Localize Messages Around the COVID-19 vaccine


By Mike Milligan, President Legato Healthcare Marketing

There has been a massive effort to promote the COVID-19 vaccine through national and regional campaigns. Those campaigns have helped lead 70% of Americans to receive at least one dose of the vaccine.

At the same time, many of those efforts have fallen short when it comes to building vaccine confidence in rural communities. The question is, “Why?” While there are several contributing factors to this scenario, a common denominator comes down to “messaging.”

Recent surveys confirm that rural Americans are often motivated by different factors than their urban counterparts when it comes to getting vaccinated. This makes it vital to develop messaging that specifically addresses vaccine concerns, hesitation and misinformation held by many of your patients, their families and others in the community you serve.     

That’s why the National Rural Health Association (NRHA), in partnership with Legato Healthcare Marketing, launched a critical COVID-19 vaccine confidence initiative at the virtual NRHA Critical Access Hospital Conference. The initiative equips rural hospital CEOs to take the lead in a community partnership to help increase vaccination rates in their communities.

As you know all too well, the Delta variant is causing an alarming surge in hospitalizations and deaths across the country. This is leaving already struggling health systems, especially rural hospitals, even more strained.

Your community looks to your hospital as a trusted healthcare provider. Please join us in this initiative to help members of your community make an informed decision about the COVID-19 vaccine — based on the real facts.

This may be one of the most important initiatives you will champion as a CEO that can directly help save lives and protect the overall health and financial well-being of your community.

Learn more about the initiative and download the toolkit available on NRHA's website by clicking the button below: