Harm at HaysMed: a rural hospital’s vision-culture-image challenge

Research methodology This case is based solely on secondary, publicly available information. Sources include social media posts from community members, articles from local news outlets and public communications from HaysMed. Case overview/synopsis This case examines the communication challenges faced by HaysMed, a rural hospital in northwestern Kansas, as it navigates waning trust within the community. Tensions escalated when several long-time physicians resigned due to restrictive contract clauses, and the hospital reported significant financial losses. Public concerns about the quality of care intensified, fueled by social media discussions where former employees and residents voiced their frustrations. The hospital’s communications team struggled to manage its reputation amid these challenges, facing a misalignment between the hospital’s vision, culture and image. They also had to balance financial pressures with community expectations, further complicating their messaging. This case highlights the unique complexities of nonprofit health-care communication in rural settings, where public trust, internal culture and social media-driven discourse intersect. Complexity academic level Originally developed for an upper-level undergraduate course in strategic managerial communication, this case fits within a unit on corporate branding, identity and reputation.