Rural House in the country, sunset with heart in (with pulse) in the sky over the sun

Heart Month: The Pulse of Rural America

By Emily Bennett

This American Heart Month, we’re not just talking about cardiovascular health; we’re celebrating the heart and soul of rural America. According to the CDC, people living in rural areas are more likely to die early from one of the five leading causes of death, with heart disease being one of them, than individuals living in urban areas. Regardless of the reason (limited access to health care and lack of affordable, healthy foods, just to name a few), rural health leaders and communicators play a pivotal role in working to change this narrative and effect change related to positive health outcomes in their communities.   

For rural health leaders, “leading with heart” isn’t just a catchy phrase – it’s a necessity. Rural health providers play a vital role in communicating heart health information and leading by example to improve outcomes for their patients. Across the country, they’re taking proactive steps to address cardiovascular disparities, such as:

  • Collaborative Initiatives: Programs like the Rural Cardiovascular Health Initiative (RCHI) are working to increase community-wide awareness, engagement and education around heart disease and related risk factors.
  • Evidence-Based Care: Rural hospitals are participating in programs like Get With The Guidelines, which promotes consistent, timely and appropriate evidence-based care for heart disease patients.
  • Workforce Development: Initiatives like HeartCorps are enlisting service-minded individuals to work in rural communities, driving health equity and improving heart health outcomes

But what does all of this good work mean to a 65-year-old farmer living in rural Ohio who would rather bail hay on a scorching hot day than go get his old ticker checked out? The answer is… nothing. It means nothing to him or anyone else in your target audience without the science of creating meaning. And, that’s where the role of rural health communication comes into play.

From a PR perspective, the goal this Heart Month is to make cardiovascular health feel less like a clinical issue and more like a community mission. It’s not just about distributing facts; it’s about nurturing a movement through meaningful connection points, and the approach needs to be as unique as the communities you serve:

  1. Authenticity is Key: Rural audiences value genuineness. Messages should reflect the real experiences of local people, using language that feels familiar and relatable.
  2. Visual Storytelling: Incorporate more visual elements in campaigns. Think infographics comparing heart health stats to local agricultural yields – information that hits home.
  3. Community Champions: Identify local leaders, from the high school football coach to the owner of the general store, to act as heart health ambassadors. Their voices carry weight in tight-knit communities.
  4. Multi-Channel Approach: While digital strategies are important, we can’t forget traditional methods. Local radio spots, community bulletin boards and even church newsletters remain powerful tools in rural areas.

Now and in the future, let’s remember that in rural health communication, every heartbeat has a story, and every story has the power to change lives. This Heart Month, let’s commit to telling these stories with the passion and authenticity they deserve. After all, in rural America, heart health isn’t just about statistics – it’s about people. And that’s a message that resonates in every rural community.