Expanding Hospital Influence
2024 recognitions mark growth and impact for Groundswell Health clients.
When it comes to awards in marketing and advertising, making a mark means your work must have evidence of outcomes, tactical considerations, and purpose. It’s a given that it looks good.
With or without recognition, we tend to our own priorities. First and foremost, we assess whether our promotional and marketing messages convey a client’s value proposition to a target audience. We assume we will work toward a compelling visual. We toil, however, over whether we gave the target customer a reason to engage our clients.
In 2023, with significant client growth, internal demand to restore confidence in the healthcare industry, and new members on our team, Groundswell Health proved its movement into a new stage.
Recognized Campaigns
Going Beyond Traditional Rural Care
Telemedicine category – Access TeleCare
A rural Texas hospital was struggling to provide specialty care for their patients due to a lack of local specialty care presence and an overworked team of physicians covering patients in the hospital and the nearby clinic.
Groundswell Health’s team developed a campaign consisting of two videos, four blogs, a case study, and social/ad content featuring hospital staff and leadership and showcasing the client’s impact on the local care environment.
Galen Chandler’s Story
Integrated marketing campaign – Deaf Smith County Hospital District
Located in the heart of the Texas panhandle, approximately 40 miles southwest of Amarillo, Hereford is a thriving agriculture community known widely as the beef capital of the world for its vast cattle feeding operations and ranching. With other booming industries such as oil and gas and meat-packing operations, accidents happen and require a strong trauma program to ensure their team can maintain a well-trained, well-equipped emergency response. In a routine strategic planning session, HRMC leaders mentioned a patient’s close call with a rattlesnake, and the Groundswell Health team knew it would be a message that would resonate, especially as legislators considered crucial rural healthcare funding and other rural hospitals struggle to invest and maintain profitability.
Meeting the Community’s Care Needs
Integrated marketing campaign / Telemedicine category – Access TeleCare
Telemedicine’s explosive growth during the COVID-19 pandemic brought attention to the opportunity pioneered by Access TeleCare leaders, but it also resulted in additional complexity to clarify the difference in specialty telemedicine serving health systems and outpatient clinics. Groundswell Health set out to highlight how access to specialists in a rural Arkansas community resulted in a huge opportunity for their citizens. For Piggott Health System, a 25-bed, critical access hospital in rural Arkansas, telemedicine helped transform their hospital from a waystation into a reliable community care center. Groundswell Health’s team traveled to Piggott, where the client had implemented multiple telemedicine service lines, to film a series of videos featuring local physicians, advanced practice providers, and hospital leadership.
Understanding Medicare Advantage
Total public relations campaign – Texas Organization of Rural & Community Hospitals
The troubling Medicare Advantage issues continue to resonate as rural hospitals and their patients struggle with bureaucracy, reimbursements, and consumers confusion over benefits and value. Groundswell Health developed a substantial campaign for the Texas Organization of Rural and Community Hospitals for use by its member hospitals, focused on education around Medicare Advantage plans and their effect on individuals and hospitals. The campaign encompassed messages for consumer audiences, hospital audiences, and resources and materials intended for hospital leadership to use when interacting and communicating with local, state, and federal officials, as well as social media and op-ed templates for member hospitals to format as their own.
Marketing Folder
Collateral, special promotion – Clinical Pathology Associates
With new growth and expansion goals, Clinical Pathology Associates, based in Austin, Texas, tasked Groundswell Health with maturing its marketing operations as it developed a strong sales apparatus. Along with an integrated marketing campaign (recognized with a Bronze Healthcare Advertising Award), Groundswell Health developed a folder for its business development team to use during meetings with potential clients and when traveling. The folder features a pocket where flyers or other relevant materials can be stored, and the design features the client’s core values, a message from leadership, and QR codes to high-level landing pages and pillar content across its website.
Marketing Booklet
Collateral, special promotion – Clinical Pathology Associates
To accompany the integrated marketing campaign (recognized with a Bronze Healthcare Advertising Award), Groundswell Health developed a multi-page booklet for its business development team to use during trade shows, conferences, and events. The 8-page booklet outlines the client’s core values and competencies, and features messages from the leadership team and QR codes to high-level landing pages on its website. The booklet is 5.5” x 8.5” and printed on high-quality, gloss stock paper.
Never Think About Pathology Again
Integrated marketing campaign – Clinical Pathology Associates
Clinical Pathology Associates has lofty goals to transition to new markets, expand its lab business, and reach new health systems and clinics as a dedicated pathology team. Groundswell Health’s execution of a variety of campaigns targets audiences from health system buying groups (CEOs, COOs, CMOs, and CFOs) to specialty practices including dermatologists and OBGYNs. Our use of digital and traditional media centers around an ability to dig deep into their complex practice to identify value propositions that speak to their audiences and resonate despite complex sales cycles and high switching costs.
More of what we do!
Public Affairs & Grassroots Campaigns
Drive understanding among multiple audiences.
Changing the legislative and policy landscape and influencing decision makers requires broad engagement of multiple voices. Many industry stakeholders from board members to employees lack a true understanding of how policies shape their daily lives and require messaging that speaks to the legislative complexities surrounding your industry.
Patient Volume Services
From branding to web design to social media, we offer a full range of marketing and communications services to build a solid messaging foundation.
Enhance Government Relations Effectiveness
High-quality messaging that motivates.
Often, motivated leaders return from association and trade group policy briefings with intentions to take action on core policy priorities only to be discouraged by internal government relations and lobbying teams. Advocacy and policy change requires high-quality messages created by a team that understands the political landscape and how to cut through the noise to reach decision-makers.
HEAR FROM OUR CLIENTS
“They’ve been a fantastic partner … The team at Groundswell did an incredible job at getting to understand who we were — the identity and the mission of our organization — but also what was the value we created for the clients we worked with and really bridging the gap between what we identified ourselves as to what resonates with the client.”
“Groundswell Health’s strategic marketing approach helped us reach more patients than ever, driving engagement and ensuring our community knew about the high-quality care available right here at Haskell Memorial Hospital. Thanks to their expertise, we saw a significant increase in online traffic and appointment bookings.”
“At Inner Circle Autism Network, we’re dedicated to making high-quality ABA therapy accessible to every family who needs it. With Groundswell Health’s strategic marketing support, we’ve expanded our reach, engaged more families, and connected more children to life-changing care.”
“The team at Groundswell Health deeply understands the healthcare ecosystem in all its nuances and challenges. They are a highly effective and responsive partner in our work to communicate with our own membership, with media, and with legislative and policy audiences. I recommend them to any organization looking to strengthen their executive or strategic communications.”
“Groundswell Health understands both the complexity of healthcare and the importance of clear, strategic communication. They’ve helped us elevate our message, reach the right decision-makers, and position Oculus as a true clinical partner. Their team feels like an extension of ours.”
“Groundswell Health took a powerful local story and turned it into a message that resonated far beyond our community. Their strategic approach not only highlighted the lifesaving care we provide but also helped reinforce the vital role of rural hospitals in emergency medicine. The engagement we saw — both locally and among key healthcare stakeholders — was incredible, proving that the right story, told the right way, can drive real impact.”
“They are true collaborators and thought partners. As a large foundation launching a new brand and focus, the Groundswell Team helped us identify our strategic opportunities and positioned those opportunities where they would make the strongest impact. They challenge us to continuously find new and better ways to engage. Our entire team has confidence in the skills and competencies of Groundswell and their ability to adapt and innovate.”
