Lance Lunsford is a published author, former newspaper reporter and editor, and health care executive specializing in public affairs, communications, and marketing. 

Lance Lunsford is the co-founder and senior partner at Groundswell Health, an Austin-based health care strategic marketing and communications firm.

Prior to founding Groundswell Health, he served the Texas Hospital Association for seven years as the senior vice president of strategic communications and president and CEO of the association’s shared services division. Lance began his career as a reporter for the Midland-Reporter Telegram, eventually rising to the position of city editor. He also worked as a reporter on several beats for the Lubbock Avalanche-Journal, covering courts, business and agriculture, and government.

The founder of Lancer Productions in Lubbock, Lance was an early innovator in digital communications, creating websites and compelling video content for a range of clients. Lance has also served as the director of marketing for UMC Health System in Lubbock, a large public teaching hospital where he grew patient volume for several key service lines. Lance is committed to working with hospitals and health systems to solve their most pressing marketing, business development and communications challenges and with companies that want to partner with hospitals to make them more efficient and effective. Lance has a master’s degree in business administration from Texas Tech University and a bachelor’s degree in journalism from Texas A&M University.

Lance serves as the president on the board of directors of the Central Texas chapter for the American College of Healthcare Executives (ACHE) and is the recipient of several ACHE awards. He is an active member of the Manchaca United Methodist Church in South Austin, where he has served in a variety of roles, including its finance committee and as a lay delegate to the Rio Texas Conference.