Amplifying Rural Voices
Empowering rural hospitals to engage their communities.
Blog, Social, Outreach, Flyers
About
With more seniors selecting Medicare Advantage over traditional Medicare each year, rural hospitals across Texas are raising the alarm. Almost 60 percent of Texas’ seniors are enrolled in a Medicare Advantage plan, and the state leads the nation in number of counties with Medicare Advantage penetration, exceeding 75 percent.
Unable to unilaterally counter the powerful marketing resources of large, often national, health insurance companies, rural hospitals needed support to educate and inform their communities about the differences between Medicare Advantage and traditional Medicare. They needed to raise understanding in terms of benefits, provider networks, and coverage limitations, as well communicate to businesses, civic leaders, and policymakers the impact of increasing Medicare Advantage enrollment on the local healthcare system.
In 2023, and again in 2024, Groundswell Health partnered with two of the largest advocacy organizations in the state working on behalf of Texas rural healthcare providers, the Texas Organization of Rural & Community Hospitals (TORCH) and Texas A&M Health Rural Engagement Program, to build and deploy educational materials and resources to support more informed decision making among Medicare beneficiaries, family members, and caregivers. Each initiative ran for about six months and involved about 100 total Texas rural and critical access hospitals.
The Challenge
Elevate community awareness of differences between traditional Medicare and Medicare Advantage.
Provide rural hospital leaders a strengthened voice on Medicare Advantage issues.
Build a repeatable communications cadence adaptable for future advocacy campaigns.
Demonstrate measurable growth in online awareness and patient interest.
How we did it
With bilingual flyers, posters, articles, social media content, PowerPoint presentations, and outreach to lawmakers, Groundswell Health armed hospitals with multi-channel messaging to draw a sharp contrast between Medicare Advantage and traditional Medicare.
Customizable social media templates
Empowering Rural Hospitals with Ready-to-Use Social Content
Groundswell Health designed customizable social media templates to help rural hospitals deliver a unified, professional message on Medicare Advantage — while maintaining their distinct community voice. Each template was built for easy adaptation, allowing hospitals to add their logos, local context, and leadership perspectives while keeping campaign consistency statewide. Optimized for clarity, engagement, and accessibility, the posts translated complex Medicare policy issues into clear, actionable information for seniors, caregivers, and community leaders. This scalable approach equipped rural hospitals to advocate effectively online and strengthened their collective voice in the statewide conversation on rural healthcare sustainability.
web articles and patient resources
These resources turned a complex policy topic into understandable, actionable guidance.
Groundswell Health developed a suite of website articles and patient-facing resources to help rural hospitals educate their communities on the real differences between Medicare Advantage and traditional Medicare. Each piece was written in clear, accessible language — free of jargon — and designed to empower seniors, caregivers, and families to make informed decisions about their coverage. Hosted on hospital websites and shared through digital and print channels, the content positioned rural hospitals as trusted local sources for Medicare education and strengthened their role as advocates for community well-being.
lawmaker outreach materials
Assets tailored to support constructive dialogue with elected officials.
Groundswell Health created concise, data-driven outreach materials to help rural hospitals and advocacy partners engage lawmakers on the growing impact of Medicare Advantage in rural Texas. These materials — fact sheets, talking points, and presentation decks — translated hospital-level challenges into clear policy implications, connecting the dots between declining reimbursements, staffing strain, and access to local care. By equipping them with credible, visually compelling tools, Groundswell Health helped ensure rural hospitals had a strong, unified voice in the policy discussions shaping their future.
bilingual collateral
Prioritizing inclusivity and comprehension to help rural hospitals expand their reach.
Groundswell Health produced bilingual collateral in English and Spanish to ensure critical Medicare information reached every member of the community — especially in rural regions with significant Hispanic populations. Flyers, posters, and patient handouts were written in clear, culturally sensitive language and designed for easy distribution in clinics, hospitals, and community gathering spaces. Each piece mirrored its English counterpart in tone and accuracy, maintaining consistency across both audiences while enhancing accessibility and trust.
“Medicare Advantage represents one of the biggest challenges for rural hospitals and communities. Groundswell Health has partnered with two of the state’s largest rural health care advocacy organizations to help level the playing field for vital rural hospitals.”
Stephanie Limb
Cofounder & Senior Partner | Groundswell Health
