Leveraging Out-of-Home Advertising to Reach Underserved Populations
// By Matthew O’Connor //
Out-of-home advertising provides an opportunity for hospitals, health systems, medical groups, and other health care organizations to get their messages to underserved, multilingual, and rural communities.
The COVID-19 pandemic has exposed a persistent challenge in health care: sharing public health and general health care initiatives with hard-to-reach and historically underserved communities.
As health care systems and public health departments at the state, county, and local level look to gain momentum and educate their communities about vaccination and other ongoing public health initiatives like diabetes care and flu shots, health care marketers are looking for ways to blanket entire communities with updates as quickly and efficiently as possible. Amid mounting online confusion and misinformation, out-of-home (OOH) advertising is surfacing as an effective, trusted form of communication.
With the ability to reach large groups of people where they are, OOH is an easy-to-access solution for health care marketers looking to share messages with traditionally underserved, multilingual, and rural communities. But many don’t have experience leveraging it. Now’s the time to change that.