Instruction Manual: Harm at HaysMed: a rural hospital’s vision-culture-image challenge Available to Purchase

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 longtime 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...