Hereford Regional Medical Center

HRMC Patient Case

Hiss Happens:
That’s Why Rural Hospitals Matter.

Video, Digital Targeting, Social, Print, Articles

About

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.

The Challenge

Raise rapid awareness of the skilled and capable level IV trauma facility at HRMC.

Drive volume to HRMC's Emergency Department.

Leverage digital and traditional media strategically to engage the local population effectively.

Position rural hospital emergency departments as crucial entities to relevant policymakers.

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VIDEO VIEWS
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INCREASE IN WEBSITE TRAFFIC TO HRMC’S TRAUMA MEDICINE PAGE

SILVER WINNER

41ST ANNNUAL HEALTHCARE

AD AWARDS

How we did it

Groundswell Health developed a highly targeted digital marketing strategy designed to reach Hereford Regional Medical Center’s ideal audience — local residents in need of emergency services.

VIDEO

Groundswell Health’s team traveled to Hereford, Texas, to capture Galen Chandler’s firsthand account and the perspectives of the clinicians and leaders who helped save his life. Through on-site interviews, patient storytelling, and cinematic production, we created a fully realized video that highlights the speed, skill, and coordination behind Hereford Regional Medical Center’s trauma team.

The piece not only showcases the hospital’s excellence in critical care when every second matters, but also reinforces the vital role rural hospitals play in delivering lifesaving treatment close to home.

Social Media

We created targeted social media content to amplify the HRMC + Galen Chandler campaign, connecting directly with rural and regional audiences across the Texas Panhandle. Each post leveraged the emotional impact of Galen’s story to emphasize HRMC’s trauma readiness and lifesaving care while reinforcing the hospital’s leadership in rural health. Through a mix of paid and organic placements, we optimized reach among key demographics — including local residents, healthcare advocates, and policymakers — driving strong engagement and visibility for both the campaign video and supporting blogs.

“Groundswell Health took a powerful local story and turned it into a message that resonated far beyond our community. Their strategic approach not only highlighted the lifesaving care we provide but also helped reinforce the vital role of rural hospitals in emergency medicine. The engagement we saw — both locally and among key healthcare stakeholders — was incredible, proving that the right story, told the right way, can drive real impact.”

Candice R. Smith, MSN

Chief Executive Officer | HRMC

Let’s build Your
Groundswell.