Changing the Narrative Around Healthcare Workers During COVID

During the height of the COVID-19 pandemic, North Carolina’s healthcare system faced intense public pressure. Vaccine mandates, misinformation, and fear created a hostile environment—turning healthcare workers into political targets. The emotional toll was severe: rising burnout, mental health challenges, and plummeting morale across hospitals and systems (CDC, 2021).

To address the crisis, CGSC’s Stan Chambers Jr. led the development of a statewide content hub for the North Carolina Healthcare Association (NCHA)—designed to shift public perception, amplify frontline stories, and rebuild trust.

Creating the content hub enabled NCHA to meet key strategic goals:

• Align Content with Business Outcomes
  Every article, video, and message tied directly to NCHA’s advocacy, reputation, and community engagement goals.

• Target the Right Audiences
  Data-backed messaging ensured each piece resonated—whether with policymakers, patients, or the public.

• Maximize Distribution Across Channels
  The hub served as a nucleus for NCHA’s omnichannel outreach—driving traffic via web, social media, and email.

• Measure and Optimize Performance
  Built-in analytics allowed for ongoing content refinement, helping NCHA boost visibility and ROI.

“Stan’s creativity, adaptability, and leadership in conceiving and launching It Takes A Hospital really enhanced the value we bring to our member hospitals while increasing our presence among key audiences. His versatility was evident throughout this project, which included creating video and written content for the website and working with an agency to bring the website to life.”

Cynthia Charles, Vice-President of Communications,

North Carolina Healthcare Association