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Using Neuroscience to Help Your RHTP Project Succeed

Using Neuroscience to Help Your Rural Health Transformation Program Projects Succeed

Rural Health Transformation Programs have submitted their first updates and in most states are awarding the initial projects to lead organizations.

This is where things get really fun. As committees are planning and building infrastructure, it is important to know and consider your target audiences as you build. Not just a vague definition, but specific and deep insights. That is how you will make your messaging more effective and help you cut through the noise.

Before you begin to build a program solution, ask yourself:

  1. Who exactly is my audience? Describe them in as much detail as you can find. (You might find you have several key audiences – this is good!)
  2. How do they access information? When?
  3. What are their trust drivers? What motivates them?
  4. What things break that trust? 
  5. What are the potential barriers to them accessing services? 
  6. What channels will get you in front of your ideal audience?
  7. What design elements will draw them in? What is important to them?
  8. How does their brain make decisions? Yes! We really did go there.
  9. Who do I need to bring in to help us? (We recommend Commonwell Marketing!)

Understanding both neuroscience and message storytelling is an advantage to building campaigns that result in action-taking. In fact, some neuroscience research for marketing showed that storytelling can improve action taking of audiences. Others show impact of color, design, and captions. Neuroscience can be the difference between building a campaign that you HOPE works and one that you know will.

In a recent project with a rural health system, we improved their conversions by 17% in just 3 months by utilizing these same principles in building effective messaging where our audience felt seen and understood. In our Brand Trust Architecture™, we identify the strategies that will help you build and maintain trust with your audience and drive results that work.

Here is a handout of sample deliverables and measurements an organization might look for from marketing for their Rural Health Transformation Program project. This one is built on Montana’s five key RHTP initiatives. 

chart of project deliverables and measures for Montana Rural Health Transformation Project initiatives.

If you’d like to discuss your RHTP project let’s connect today.

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