Why Rural Healthcare Communications Need More Than New Tools The Reality Facing Rural Markets Rural hospitals are increasingly recognizing a structural reality: there are fewer channels available to reach local audiences, and they still need reliable, accurate information. Traditional media has contracted, local newspapers have disappeared or reduced circulation, and broadcast options are limited.
Negotiating and Translating Expertise into Relevance for Non-healthcare Target Audiences ... and bringing internal stakeholders along One of the most consistent tensions healthcare leaders face today is not a lack of information but an overload of it. Internally, hospitals and health systems are dense with expertise: clinicians, service line leaders, compliance teams, marketers, executives, and
Why Healthcare Communications Tools Alone Don’t Drive Results — and What Hospital Leaders Should Do Instead Hospitals and health systems are investing more than ever in communications and marketing tools. Social media platforms, website analytics, email automation, reputation management software, CRM systems, and digital advertising tools are now standard line items in many budgets
When the Texas Organization of Rural and Community Hospitals came to Groundswell Health with a request to produce an ad for The Washington Post, the goal was clear: Motivate lawmakers to take action to support rural hospitals participating in Medicare Advantage. The challenge? Turning a complex healthcare policy issue — the effects of Medicare
Healthcare Costs Are Back in the Spotlight. Are Hospitals Ready? For months, predictions of increased health insurance premiums have kept some of us on edge with a strong post-COVID distrust still lingering in communities across the country. As premium increases start rolling out to employers and their benefits managers, additional detailed data on costs are
... and what Healthcare Marketers Can Learn from them to rebuild trust The term "snake oil salesman" brings to mind a fast-talking charlatan in a dusty Western town, peddling miracle cures from the back of a wagon. It’s a powerful symbol of medical fraud. But the origin of snake oil is far from a sham.
Scroll through LinkedIn for five minutes, and you’ll spot the pattern: “I’m so excited to attend [conference]…” “So proud of my team for [insert accomplishment]…” “Thrilled to share that I was part of [event]…” The problem isn’t pride or excitement. Those are good things. The problem is that these posts have become a formula —
Hospital leaders face an ongoing challenge of ensuring their organization’s key messages break through the noise and remain top-of-mind for their communities, stakeholders, and decision-makers. Making this more difficult and challenges is the varying degrees of trust among target audiences as they look for dependable health information. Whether addressing patient safety, community health initiatives,
In today’s hyper-connected, data-rich environment, healthcare marketing must be more than just broad messaging — it must be precise, personalized, and purposeful. That’s where precision marketing comes in. Precision marketing in healthcare uses data insights, audience segmentation, and targeted messaging to engage the right people with the right message at the right time. It
Strain and challenges for rural hospitals persist, but awareness is growing as lawmakers prioritize funding and programs for rural health issues. As hospital leaders engage local stakeholders and advocates, the response includes a groundswell of support among legislators recognizing their constituents' reliance on rural providers. From ongoing workforce shortages to strengthened cyber attacks and commercial
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