We teamed up with Cone Health of Greensboro, N.C., to create a series of award-winning TV, print and outdoor ad that detail the experiences of patients and caregivers with exceptional medical care stories so audiences can better understand both sides of every healthcare story.
Challenge: To present Cone Health as a provider of exceptional care, and as a brand that empathizes with multiple perspectives of a healthcare experience.
Solution: A new ad campaign was developed that features the stories and perspectives of six Cone Health patients and their caregivers, providing insights into the culture of caring and the relationships forged between patients and their care teams.
“This campaign builds on the 2011 campaign that began to position Cone Health as ‘the network for exceptional care,’” says Health Senior Vice President, Marketing and Communications Chuck Wallington. “Our new campaign is based on market research which shows that when people are looking for a health care network, they want one that – among other things – treats patients with respect and understands their needs, is highly recommended by other physicians, and has a reputation for quality and excellence. Cone Health is all of those things and more, and this new ad campaign showcases our ability to deliver ‘Exceptional Care. Every Day.’”
Results: The “Exceptional Care. Every Day.” campaign has won gold and platinum awards from the following:
Hermes Creative Awards - won in 4 categories, including TV ad campaign and print ad campaign.
Hospital Marketing Advertising Awards - won in 4 categories, including best television and best print ad campaign.
Aster Awards (sponsored by Marketing Healthcare Today magazine) - won 3 awards.
Healthcare Advertising Awards (Sponsored by Healthcare Marketing Report) - won 4 awards.