OCULUS PATHOLOGY
Accelerating Engagement
Boosting Oculus Pathology’s Visibility Among Hospital Buyers
Website, Digital Targeting, Video
About
Oculus Pathology is a physician-owned, board-certified pathology practice providing expert anatomic and clinical pathology services to hospitals, surgery centers, and physician groups across Texas and beyond. Guided by values of service, quality, and integrity, Oculus Pathology is a trusted leader in diagnostic excellence. Oculus Pathology sought a strategic, targeted marketing approach focused on hospital administrators, positioning Oculus Pathology as a as a partner to grow their business.
The Challenge
Position Oculus’ pathologists as critical clinical partners in hospitals, offering direct
collaboration with medical teams.
Showcase the added value of Oculus’ expertise in optimizing hospital operations, streamlining pathology services, and integrating with hospital EMRs.
Target and speak to the specific interests and concerns of each hospital decision-maker, including COOs, CFOs, CMOs, and hospital administrators.
Leverage multi-channel marketing to reinforce Oculus Pathology’s advantages.
How we did it
Groundswell Health developed a highly targeted digital marketing strategy designed to reach Oculus Pathology’s ideal audience: hospital leaders and decision-makers.
Given Oculus Pathology’s wide-ranging specialties and sub-specialties, our team’s work included diving deep into each target audience’s services to ensure messaging appealed to each of their respective needs.
PRECISION EMAIL TARGETING
Through our Agile Communications Process, we anchored the campaign in a shared set of enterprise value propositions and then tailored the top-line message to each audience—by job role and by service line—to maximize relevance without sacrificing brand coherence or momentum.
VIDEO
Groundswell Health conducted an on-site video production for Oculus Pathology, capturing interviews and b-roll footage that emphasized the company’s focus on collaboration and innovation in healthcare.
Filmed in active hospital settings and the Oculus Pathology offices, the videos featured authentic conversations with leaders and staff, highlighting how Oculus Pathology’s integrated model strengthens partnerships and improves efficiency.
The videos were promoted across the Oculus Pathology website and social media channels to expand visibility, reinforce brand credibility, and engage hospital decision-makers with a compelling, human-centered story.
CASE STUDIES
Case studies are a powerful way to relate to target audiences in healthcare, highlighting how other practices uniquely speak to the needs and opportunities of other target clients.
Groundswell Health developed a series of case studies for Oculus Pathology that illustrated the power of its collaborative model through real patient stories. Each case study demonstrated how access to subspecialty expertise and seamless integration with care teams led to faster diagnoses, improved communication, and better outcomes.
By focusing on authentic examples from the field, these materials showed what true collaboration looks like when pathologists are embedded within the clinical team, transforming pathology from a behind-the-scenes service into a vital, visible part of patient care.
SOCIAL MEDIA
Groundswell Health created a targeted social media campaign for Oculus Pathology designed to reach specific healthcare leadership audiences, including CEOs, CMOs, lab directors, and clinical managers. Every element — from graphics to captions to precise targeting — was intentionally crafted to resonate with each audience segment and drive meaningful engagement. To strengthen brand connection and trust, we featured authentic images of the Oculus Pathology team, giving visibility to the real experts behind their collaborative model. This approach not only personalized the brand but also showcased the people and expertise that make Oculus Pathology a trusted partner in patient care.
“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.”
Matt Thompson, MHSM, CMPE
Chief Executive Officer | Oculus Pathology
