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Reaching People Where They Are: On the Highway, in Giant Trucks

The New Mexico Alliance had a dilemma. The three major health care providers in the Albuquerque metro area were struggling to find a way to tell patients not to use the emergency departments for non-emergency situations, without making it seem like they were turning people away. No one hospital wanted to be perceived as unwelcoming. The Alliance brought the hospitals together and borrowed a tested messaging campaign from the northwest part of the state. The campaign mostly used radio advertising—and in New Mexico, where people drive long distances every day, radio proved to be a surprisingly effective way to reach people. The Urgent/Emergent radio campaign was a great success, with ER visits decreasing by more than 1,000 visits as compared to the previous year.


An initiative of the New Mexico Coalition for Healthcare Quality and the Robert Wood Johnson Foundation, with additional funding provided by HealthInsight New Mexico