Marketing to Rural Populations

Rural audiences are not hard to reach—they’re often just underserved by traditional media. Across the U.S., rural residents rely on local, trusted environments like pharmacies, clinics, grocery stores, schools, and community venues for information, care, and connection. These places are central to daily life and decision-making, making them some of the most effective channels for reaching rural communities with meaningful, actionable messaging.

PlaceBased connects public health programs, workforce initiatives, and community resources directly to rural audiences through our Rural Health Education Network. By delivering messages inside familiar, high-trust settings, we help states, agencies, and organizations drive awareness, adoption, and real-world impact across priorities such as workforce development, health education, maternal and family health, telehealth adoption, health access expansion, and rural equity.

Reaching Rural Communities Where Trust Already Exists

Across the U.S., rural residents rely on local, trusted environments for information, services, and care. Pharmacies, clinics, grocery stores, schools, and community venues are not just places people pass through—they are anchors of daily life. Effective rural outreach happens inside these spaces.

PlaceBased specializes in connecting public-health messages, workforce initiatives, and community resources directly to rural audiences through our Rural Health Education Network—a national network of high-impact, place-based locations.

Who Are Rural Audiences

Rural audiences include:

  • Individuals and families living outside major metropolitan areas

  • Older adults and aging populations

  • Working families and essential workers

  • Students and young adults in rural schools and trade programs

  • Tribal and Indigenous communities

  • Agricultural and resource-based workers

  • Populations facing limited access to healthcare, transportation, and broadband

While diverse, rural audiences share common traits: strong community ties, reliance on local institutions, and high trust in familiar environments.

Delivering Real Rural Impact at Scale

Rural Out-of-Home (OOH) Inventory Within the PlaceBased Network

PlaceBased’s Rural Health Education Network leverages trusted, high-visibility community locations to ensure public health messages reach rural audiences consistently and effectively. Inventory includes:

  • Rural Health Clinics & Community Health Centers
    Waiting rooms, exam-room corridors, and patient-facing common areas

  • Independent & Regional Pharmacies
    Digital screens and static posters at the point of care and prescription pickup

  • Grocery Stores & Local Markets
    Indoor posters and digital placements in essential, high-frequency shopping environments

  • Gas Stations & Convenience Stores
    Interior displays reaching rural commuters and daily errand traffic

  • Libraries & Community Centers
    High-trust civic spaces ideal for education-forward messaging

  • K–12 Schools
    Select placements supporting youth, family, and caregiver-focused initiatives

  • Community Colleges & Technical Colleges
    High-visibility placements reaching students, adult learners, and workforce populations

  • Universities & Regional Campuses
    Student centers, common areas, and academic buildings in rural and regional markets

  • Faith-Based & Nonprofit Community Facilities
    Trusted gathering spaces serving multi-generational rural audiences

  • Restaurants & Family Dining Locations
    Indoor posters and mirror clings in family-friendly establishments

  • Workforce & Trade-Oriented Locations
    Venues frequented by rural labor, agricultural, and industrial workers

Why is Public Health Marketing Important for Rural Populations?

Public health marketing is important for rural populations for several reasons:

  1. Limited access to healthcare: Rural populations often have limited access to healthcare facilities and services, which can result in poor health outcomes. Public health marketing can help raise awareness about preventive measures and available resources.

  2. Unique health challenges: Rural populations face unique health challenges, such as exposure to environmental toxins, lack of physical activity, and poor nutrition. Public health marketing campaigns can address these challenges by promoting healthy lifestyle choices and educating people on how to reduce their risk of disease.

  3. Cultural considerations: Rural populations may have different cultural beliefs and values that impact their health behaviors. Public health marketing campaigns can be tailored to address these cultural considerations and increase the effectiveness of the messaging.

  4. Targeted messaging: Public health marketing campaigns can use targeted messaging to reach specific populations within rural areas, such as farmers, migrant workers, and indigenous communities. This can help ensure that the messaging is relevant and resonates with the intended audience.

Overall, public health marketing is important for rural populations to address their unique health challenges and promote healthy behaviors, ultimately improving their health outcomes.

Let’s Talk.

We understand the unique characteristics and potential of rural markets. If you are looking to tap into the opportunities offered by rural areas or have any inquiries regarding our rural marketing services, please contact us. We are excited to discuss how we can help you effectively reach and engage with rural communities to maximize your organizations growth in these areas.

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