Silver Healthcare Advertising Award - DSCHD

Galen Chandler’s Story

Category: Integrated Marketing Campaign

Client: 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.

When Galen Chandler was bitten by a rattlesnake, he knew that Hereford Regional Medical Center’s team had the resources to save his life. Groundswell Health’s team traveled to Hereford, Texas to interview Galen and the client’s staff and leadership to produce a fully-realized campaign promoting the client’s excellent critical trauma care when seconds count for patients like Galen. The campaign includes a video, three blog articles, a radio ad, and social graphics for organic and paid search and display ads.

• Campaign vision: Highlighting the role and responsibility of a rural health system
• Persona development: Considering patient preferences, demographics, abilities, and health technology literacy.

Part of our goal included reaching patients through social media platforms with messages and visuals that speak to a variety of segments.

Building a video storyline with a compelling story arc to keep patients engaged and informed.

Digital display ads for placement in geotargeted areas.

Capturing a variety of angles through a compelling patient narrative is where Groundswell Health makes a difference. No matter the goal or audience, our team delivers a content to meet a spectrum of needs.

• Blog 1: Galen Chandler’s Story
• Blog 2: Trusted Care When You Need it Most
• Blog 3: Lifesaving Trauma Care Close to Home