Challenge
When a 2019 national study showed 18% of Iowa’s hospitals were at high risk of closing unless their financial situations improved, a Midwest health system sought to strengthen its position as a thought leader in rural health. With 40% of Iowa residents living in rural areas, our health system client wanted to tackle challenges rural communities were facing – especially the need to preserve critical funding for providers in rural and underserved areas.
Strategy and Tactics
HMA Lovell developed a strategy for our client, working with the Iowa Hospital Association, to generate awareness around funding for essential health care services in rural communities. We designed and produced an advocacy toolkit to inform and engage hospital and health care leaders, board members and community leaders. The toolkit included facts on rural health care in Iowa, details on federal rural health policy proposals and information on how to get involved and express support. It also included template letters, emails and phone scripts.
Execution and Results
The advocacy toolkit brought more legislative and community awareness to the importance of funding rural health care, while positioning our client as a thought leader in rural health.
In addition to the toolkit, Lovell secured key media coverage including several guest columns in local papers. Two U.S. Senators also lent their voices to the discussion with a Des Moines Register op-ed.
To further position our client as a thought leader, Lovell researched and secured opportunities for hospital subject matter experts to present at national events and conferences. Speaking engagements included the American Hospital Association’s Rural Health Care Leadership Conference and the National Rural Health Association Annual Conference.
