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Prepared for Goldfinch Health
On January 1, CMS made 30-day surgical accountability mandatory across five procedures. The same five Goldfinch has been running for years. This is what the video layer looks like.
The Opportunity
$55 billion in opioid settlement dollars is already flowing to states and localities. State legislatures are under pressure to put it to work on programs that can prove impact fast. Tennessee extended. Arkansas is expanding. Mississippi is next. The kit is ready. The governors are asking for shovel-ready programs.
And on January 1, 2026, the CMS Transforming Episode Accountability Model went live. Mandatory. Five-year program. Five surgical procedures. Every selected hospital in the country is now on the hook for the 30 days after surgery. Readmissions, opioid outcomes, costs, quality, all of it.
Those are the same five procedures Goldfinch has been running navigation for. Lower extremity joint replacement. Surgical hip and femur fracture treatment. Spinal fusion. Coronary artery bypass graft. Major bowel procedures. The policy just caught up to the product.
The one thing missing is the layer that tells the story at scale. A brandable, distributable, state-specific video layer that hospitals can pick up and run, and that shows up in rural markets where the need is highest.
Already Moving
Goldfinch isn't pitching a pilot. The state contract in Tennessee just got extended. Arkansas is expanding. Wyoming, Nebraska, and Iowa are live. Mississippi is likely signing in the next month and a half. On top of the state side, union contracts with the steel workers and teachers are in place, routing care for members 38 and older straight into the Goldfinch navigation model.
The Billion Pill Pledge is the PR wing. Goldfinch is the kit. Same company, two brands, one mandate: get opioid pills off the market by making the surgical path safer on the way in and the way out.
"The governor of Tennessee told the president of Goldfinch, 'I need shovel-ready programs.'"Paraphrased from the planning call with Jeff Jackson (Clayton Everett Design), April 9 2026
What's Missing
Goldfinch has the kit, the contracts, the clinical model, and the photography to tell this story beautifully. What it doesn't have is the video layer to match. No explainer for the homepage. No brandable spots for partner hospitals. No CTV presence in the rural markets where the surgical patients actually live.
Now Imagine This
One master script. Five state cuts. Fifty hospital skins. CTV spots running every night in the counties that need Billion Pill Pledge the most. Patient stories told ethically, anonymously, and with real voices. And a homepage that finally explains what Goldfinch actually is.
Four Concepts
Each concept ties to a specific audience, a specific moment, and a specific channel. Nothing here duplicates what Goldfinch already has. Everything here plugs a gap the clinical model can't fill on its own.
One master video. Five state cuts for Tennessee, Arkansas, Wyoming, Nebraska, and Iowa. Every partner hospital gets a skinnable version: their logo, their lobby B-roll, their nurse navigator introduced by name, the Billion Pill Pledge tie-in announced clean. Marketing and community relations teams can run it on day one. The governor's "shovel-ready" line becomes a real thing on a screen.
Brandable master · 5 state cuts · 30s & 60sReal patient stories, told the way they need to be told. The patient gives consent and records voiceover. We build a documentary-style reenactment around it, anonymised for medical sensitivity, framed as their story in their own words without ever putting their face on camera. Same format as historical reenactment docs, applied to the Goldfinch recovery arc. Ethical, on-brand, and the only way to get scale from a patient base scattered across five states.
Documentary reenactment · Voiceover-led · 90sA 30-second connected-TV spot built to run on Fox, ABC and CBS local affiliates in the counties where Goldfinch and the Billion Pill Pledge operate. Co-branded. Patient-facing. Goal is simple: build enough awareness that patients start asking their doctors about it by name. Measurable via geo-targeted lift and direct 1-833-GLD-FNCH calls.
CTV · Geo-targeted · 30sRight now the Goldfinch homepage opens with a beautiful hero image and the line "It's time for better surgery & recovery." What it doesn't have is a video that explains what Goldfinch actually is. A 60-second explainer, built in the existing visual language, drops straight into the slot above the fold. Doubles as the master answer to "who are you and what do you do" on every sales deck, pitch, and hospital intro from here on.
Homepage hero · Sales intro · 60sThe Fit
Five states. Five procedures. One mandate. The video layer is how you turn a clinical product into a story that state reps, hospital CMOs, union benefits leads, and patients can all hear at the same time.
States ready to activate: TN, AR, WY, NE, IA
TEAM surgical episodes. Exact clinical match.
Post-discharge days hospitals are now accountable for
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Clayton Everett Design has been building brands out of Dallas for 30 years. Bizarre Bunny is the AI video studio on the production side, working on healthcare, restaurant, and consumer brands across the US and UK.
Together we write the scripts, generate the content, and run it as a recurring engine. Fast turnaround, high volume, built for social, CTV, and hospital-brandable distribution.