OPTUM/CRYSTAL RUN HEALTHCARE
Crystal Run Healthcare’s Journey to Market Leadership: How Strategic Marketing Powered Growth and Optum Acquisition
THE
CHALLENGE
Crystal Run Healthcare faced the dual challenge of standing out in a competitive regional healthcare market and addressing operational hurdles, all while managing the fallout from negative PR and working to enhance patient satisfaction. Attracting top-tier doctors and APCs and building meaningful connections with their audience required a strategic approach to branding and marketing.
They sought a partner who understood the unique challenges and opportunities in healthcare to craft and execute customized solutions across digital and traditional marketing platforms.
For over a decade, Go Gladys has served as a pivotal growth partner for Crystal Run Healthcare, helping them navigate the competitive regional landscape to earn patient trust, attract top-tier physicians, and recruit exceptional healthcare talent. This strategic partnership not only strengthened their brand and market position but also played a key role in their successful acquisition by Optum, a health services and innovation company under UnitedHealth Group.
THE GO GLADYS SOLUTION
Brand Merging Campaign
Shaping the Future of Care
Leveraging Crystal Run Healthcare’s 29 years of commitment to redefining patient care in the Hudson Valley and listening to what matters most to their patients, Go Gladys developed campaigns that showcase Crystal Run’s legacy of trust and innovation, setting them apart as the region’s leading health system. All subsequent comprehensive campaigns were successfully completed by Go Gladys.
See the landing page
Click to Learn More
Watch the video
Discover the Vision: Watch Now
Recruitment Campaign
Helping People Find Their Careers at Crystal Run
By highlighting physician and APC stories that showcased the best parts of Crystal Run Healthcare, this campaign reinforced the organization’s position as the region’s premier multi-specialty group practice and gained recognition from Optum’s national marketing team. As a result, Go Gladys was tapped to help with additional Optum recruitment efforts in the region.
See the landing page
Click the Arrow to Discover More
Watch the video
See It for Yourself!
An Optum Brand Research Study reveals that Crystal Run now leads in awareness, brand consideration, and usage among Optum-owned brands and competitors in the New York market.
This achievement highlights the significant impact of Go Gladys’ marketing efforts, positioning Crystal Run ahead of major health systems with larger footprints and greater marketing budgets.
Art Improving Life
Meet Diane, a local artist who refused to let pain hold her back from pursuing her dreams in retirement. Diane sought care from orthopedic surgeon, Dr. Kevin Trapp at Crystal Run Healthcare
to restore her hip and her dreams.
A Team for Athletes of Life
Meet Dr. Conway, a dedicated Sports Medicine physician at Crystal Run Healthcare and athlete who experienced exceptional care from his team firsthand when he sustained a sports injury.
Care That Keeps Up With You
Meet Toshia, a teaching assistant, mom and student living life on the go until chronic fatigue began to slow her down. Learn how the Crystal Run Healthcare diabetes management team empowered & supported Toshia.
Essential At Work & At Home
Meet Keelin, a lab technician and mother navigating the challenges of taking care of her family and processing thousands of COVID-19 tests every day. Since 2009, Keelin has been a Medical Lab Technician at Crystal Run Healthcare’s Central Laboratory.
Prioritizing Safety & Facilitating Care
Meet Ed, an essential worker in Facilities Management who sacrificed time with his family to make sure buildings were open and structures were safe so patients could be seen during COVID-19.
A Shining Light in Dark Times
Meet Dominique, a medical assistant who lost her mother but never lost her kindness and compassion during COVID-19. Dominique became a vital support for her new community in their times of need.
Go Gladys became a pivotal growth partner for Crystal Run Healthcare, guiding their brand evolution and supporting their overall growth. Through a combination of data-driven insights and innovative strategies, Go Gladys developed and managed campaigns that boosted online visibility, optimized patient acquisition and retention, and elevated community engagement.
These efforts significantly strengthened Crystal Run’s market positioning, ultimately leading to its acquisition by Optum in 2023.
THE
RESULTS
Go Gladys’ strategic marketing efforts have produced significant growth for Crystal Run, leading to its acquisition by Optum in 2023. Our data-driven, innovative campaigns significantly expanded Crystal Run’s market presence and strengthened its reputation.