Strengths	Weaknesses
Cooperation from stakeholders and partners	Weak communication channels - traditional media channels are limited
80% of county is cared for at the county's Primary Care Center	A "one size fits all" approach would not work with the market in Appalachia.
Opportunities	Threats
Barriers identified in previous studies helped tailor the campaign in ways to best permeate the barriers.	Even if people call 911 immediately, there is no guarantee they will access care at hospital quickly enough.
Use of opinion leader (two-step) flow of communication identified as successful.	Getting people to believe they are worth the effort it takes to call 911 and get to a hospital will be difficult in the county and other rural areas across the state.