Haven't you heard?
Social circles are smaller but more connected in rural communities. As a consequence, stories travel faster, spread farther, and linger longer. While advertising keeps the institution visible and communicates facts, relationships and stories are the true basis of success.

Bigger is Better
Many rural communities suffer from the "Bigger is Better" syndrome. Whether its shopping or eating out or seeking health care, big cities are better in their minds. But the rural experience can offer dimensions in health care that the "big city" can't compete with. A remembered face, a familiar name, and a compassionate hand are far removed from the "big business" of city medicine.