Marketing and communications

There is a high degree of chronic illness in the study areas. Many residents would benefit from better education about the critical issues affecting their health. Gateway will provide an opportunity for information and action.

Information to be provided as part of Gateway’s communications plan is new. A rural research centre has not existed before and the public has no sense of involvement, or the benefits of involvement. To address this, much of the communications plan must be devoted to education purposes.

On many levels, the following communications plan is calling the audience to action – the real information that the audience wants to know is “What is Gateway, why should I be involved and how do I access it” – this information must be paramount in all communications activities and materials.

For many who have not traditionally accessed any form of healthcare services, or have given up finding a family physician, the communication plan is seeking to change behaviour by convincing them to become involved, at least to change the status quo for the sake of their own health.

With these principles in mind, Gateway’s plan has four initial communication goals as it prepares to commence operations:

* To create a comprehensive Gateway website to form the prime tool for marketing its services and to disseminate information.

* To encourage uptake of research activity by informing the public of the availability and benefits of rural medical research opportunities provided through Gateway and how those services can be accessed

* To develop an understanding within the local healthcare service community of Gateway’s vision, mission, values and objectives

* To raise awareness within the community at large of Gateway’s role in improving individual and community health.