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Abstract

Rural residents face significantly lower access to and utilization of healthcare services compared to their urban counterparts. To inform the development of effective interventions aimed at reducing urban-rural health disparities through improved health communication, we conducted a survey study from June to September 2023. This study examined the primary sources of healthcare information used by rural residents and explored the relationship between health literacy and the primary source of healthcare information. The sample included 464 residents from Tillman and Harmon counties in Oklahoma. These two counties are marked by persistent rural health disparities, including low education levels, high poverty rates, and limited access to healthcare services. Key sources of healthcare information identified included social media, the internet, email, and community newsletters. Results indicated that higher health literacy was associated with greater use of the internet and community newsletters for healthcare information. Additionally, sociodemographic factors played a significant role in healthcare information-seeking behaviors. For instance, Hispanic/Latino participants were more likely than White participants to use mobile platforms and text-based communication. Participants with higher education levels and incomes were more likely to rely on social media and the internet, while those with lower income levels tended to rely more on traditional sources like television. These findings underscore the need for tailored health communication strategies that account for varying levels of health literacy and cultural preferences in rural populations. This study highlights the importance of integrating both modern and traditional information sources to enhance healthcare access and informed decision-making in underserved rural communities.

Author ORCID Identifier

Xuewei Chen 0000-0001-6391-1459

Tao Hu 0000-0002-8557-8017

Ming Li 0000-0001-6665-8559

Gary L. Kreps 0000-0001-5980-129X

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

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