In rural communities, challenges accessing specialty healthcare can mean the difference between early intervention and harmful delay. For Hereford Regional Medical Center (HRMC), that reality was the driving force behind the launch of its My Heart Health program — a partnership with the Cardiology Center of Amarillo designed to bring high-quality cardiology care closer to home so its cardiac patients didn't need to travel an hour or more away for heart checkups, medication management, and other heart health services. 

But disrupting care habits and relationships, even with the promise of greater convenience, comes with a challenge: How to reach the right patients quickly, build trust, and establish your hospital as the clear regional leader in advanced heart care? 

That's where Groundswell Health came in. 

Our Approach: Strategic, Targeted, and Local 

Groundswell Health developed a comprehensive marketing strategy designed to reach patients online, in their community, and across every channel they encounter. 

We launched integrated organic and paid social campaigns across Facebook and Instagram, focusing on local education and storytelling. Each post highlighted trusted providers, key heart health facts, and clear, actionable prompts to schedule care. 

We restructured HRMC's digital footprint with a clear, patient-first webpage architecture, making it easy for patients to learn, engage, and act. We created an integrated form patients could use to schedule an appointment inquiry online that goes directly to Hereford's scheduling  

Mobile-responsive design, concise copy, and intuitive navigation guided users seamlessly from curiosity to conversion — transforming the My Heart Health webpage into the region's go-to resource for heart care. 

Groundswell Health complemented digital tactics with traditional print and radio advertising, leveraging the credibility of local media outlets to build trust among older audiences and community stakeholders. These placements reinforced HRMC's visibility in a way digital alone couldn't — connecting familiar voices and faces with a message of reassurance: you can get exceptional heart care, right here at home. 

The Takeaway 

The My Heart Health campaign proved that with the right message and a thoughtful strategy, rural hospitals can compete — and lead — in specialty care. By combining targeted digital engagement with local trust-building tactics, HRMC not only launched a new service line but also strengthened its role as the heartbeat of its community. 

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