Health Care

Cuyuna Regional Medical Center: Thoughtful Growth Strengthens Care​

Cuyuna Regional Medical Center (CRMC) is a leading rural healthcare provider based in Crosby, Minnesota. The organization includes a 25-bed critical access hospital, five physician clinics and a senior living community. CRMC serves as a cornerstone of care across the Lakes Country region, with a focus on expanding access and strengthening community health.​

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CRMC faced a complex moment of change. The organization planned to divest in its Home Care & Hospice services while expanding access through new investments, including a clinic in Nisswa. CRMC needed to communicate with precision to protect trust, reduce confusion and reinforce its long-term strategy.​

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CRMC’s executive team partnered with Beehive to guide communication during this high-stakes transition. Beehive brought a structured approach to change communication that prioritized transparency, timing and consistency.

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01 —

OUR APPROACH

Beehive anchored the work in a simple idea: thoughtful growth strengthens care. Messaging connected every decision to community need, access to care and long-term sustainability, while reinforcing respect for patients and gratitude for employees impacted by the transition.

A structured change communication approach guided timing, sequencing and audience alignment to reduce risk and maintain credibility.

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STRATEGIES

Beehive developed an internal and external communication plan to support leaders, employees and community members, including:

  • Leadership key messages and toolkit to align executive communication to team conversations
  • All-team email communication to support internal rollout
  • Patient communication to ensure clarity and continuity of care
  • Press release to announce changes and reinforce strategic intent
  • Targeted media list and proactive media outreach to shape local coverage

03 —

RESULTS

The approach delivered clarity and stability during a complex transition: 

  • Earned positive local media coverage that reinforced CRMC’s strategy
  • Enabled a smooth internal rollout with aligned leadership communication
  • Maintained trust with employees, patients and the broader community

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