Magnets and Polar Opposites

For the past 4 days I've been in Utah, hiking in Arches National Park. On the drive from Salt Lake City to Moab, UT, I noticed more public health billboards than anywhere I've been before. There was one for breast cancer, one for colonoscopy, and one for stroke.

The campaign for stroke caught my attention because it was everywhere. There was a story about an unlikely stroke victim on the local evening news, radio ads, tv ads, magnets, and brochures, and billboards every 2-3 miles in between Salt Lake airport and Provo.

If you visit the Utah Department of Health "Heart Highway" website, you'll find a comprehensive overview of the signs of stroke, testimonials, and action items. Yay for effective, clear communication through different channels!

But, you'll notice the stroke campaign does not address the racial/ethnic/socioeconomic disparities in stroke recognition and care put forth by the American Heart Association. The brochures for the Heart Highway campaign are available in Spanish, but addressing health disparities goes far beyond language barriers.

"...Factors that impact these disparities range from economic and social issues to cultural and language barriers. In addition, attitudes, beliefs and compliance among populations differ and the perceived or true presence of racial bias within the healthcare system can negatively impact a patient's compliance with a healthcare provider's advice, medications or treatment" according to the article.

To reach those who are out of the mainstream health care system, public health advertisers must look beyond mainstream media. Billboards not on bus routes, radio ads during traditional drive time, and posters in public health facilities are preaching to the choir.

Little progress has been made in reducing the health disparities of under served populations. With all the money poured into public health campaigns, we have to ask how effective they are if those that need the education the most remain disproportionally sick?

It seems that whatever public health marketers are doing isn't working, enough. Billboards, posters, and TV ads are reaching those with access to the realm of healthcare not those with no connection, increasing the health care and education gap.

New strategies are needed, starting with asking those who are dying faster and living sicker, what will keep them well longer. Market research is a long standing tool in advertisers toolboxes;I wonder how many focus groups Utah Department of Health did for disparate populations?

I wonder what we'd learn if we stopped to listen to those we are trying to reach? I bet you they wouldn't say a billboard would help them be healthier. Or a magnet.