While attending the APHA show, I was struck by the sheer number of schools represented that teach some form of public health. By volume alone, one would feel good about the future of public health. In attendance were over 12,000 people, many of whom were students currently attending classes in the field.

By volume alone, one would feel good about the future of public health. In attendance were over 12,000 people, many of whom were students currently attending classes in the field.

This event gave me the time to visit each school’s booth and question them about how they teach marketing to their students. A funny thing happened, though: each school thought by the word “marketing,” I was referring to the type of marketing that changes behaviors, such as smoking cessation or STD avoidance.

When I explained that I was talking about the kind of marketing geared towards penetrating their community so that the public would be aware of the programs and services available at the local health department, most of them looked confused. Some even became defensive.

During a poster session, I visited with one presenter who’s research showed exactly where fees and revenue came from related to her state’s public health programs (such as immunizations, licenses, etc.).

While she enthusiastically deciphered her research for me, one of her colleagues listened intently to what we were discussing. When the researcher finished, her friend asked me why I was so interested in marketing public health. In her mind, it wasn’t important whether or not her community was aware of the services her health department provides. She shared that the act of promoting those services was akin to drug companies trying to push pharmaceuticals on unsuspecting patients.

I shared with her the fact that I work with leaders of health departments across the country who are concerned about losing funding, that are frustrated by the lack of public awareness of their services and are downright angry about lost opportunity to serve.

She shook her head and said, “We’re public health, nobody cares ‘til they need us.”

That thinking is precisely what we are working to change!

–Rick Reynolds