Cone Health Employees Star in Brand Campaign - Cone Health

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Published on September 12, 2011

Cone Health Employees Star in Brand Campaign

Cone Health today launched a $1 million multimedia campaign that uses the distinctive Cone Health icon as a symbol that opens the door to its people, hospital campuses, medical centers of excellence and cutting-edge technologies. The campaign marks the next step in Cone Health’s strategic branding initiative to reflect and build awareness of its strength as a broad, expanding and comprehensive network of healthcare services and providers,

“While the majority of people know who we are, this campaign is designed to educate patients, employees and the community about everything that Cone Health has to offer – which is far more than most currently realize,” said Tim Rice, President and CEO of Cone Health. “We are proud that our doctors, nurses and employees – the ones providing exceptional care every day – are the real stars of the campaign. They are the ones telling the story for Cone Health. Their commitment to caring for our patients, families and the community is obvious.”

The investment in Cone Health branding and awareness comes as the network has spent more than $500 million over the last decade in expansion and renovation of its facilities, equipment, people and processes. In addition to the spending associated with its normal operation, Cone Health spent more than $13 million on new construction projects and more than $14 million on renovations and improvements in 2010 alone. These investments do not include Cone Health’s delivery of more than $800 million in uncompensated patient care since 2001.

The campaign is the largest in Cone Health’s history and uses television, billboards, newspapers, online and other media to reach consumers across the Triad. It will run through the end of the year.

The Cone Health television campaign uses high definition motion graphics, full frame visuals of hundreds of Cone Health employees and original music. Similar looks and themes will be reflected in print, radio and online channels.

The branding campaign was developed by Cone Health Marketing working in partnership with a team of independent professionals who are nationally-recognized for their work in strategic marketing, design and production. Campaign creative partners include:

• Quixote Group - a strategic brand development, market research and marketing communications firm based in Greensboro.

• Shapiro Walker Design - a strategic design and creative production firm based in Winston-Salem.

• Big Fish - a Texas-based full service production house with a national reputation for cutting-edge film making.

• Fast Cuts - a Texas-based editing group delivering high definition motion graphics and post-production.

Cone Health is the overarching brand for the network of services which today consists of The Moses H. Cone Memorial Hospital, Wesley Long Hospital, Women’s Hospital, Annie Penn Hospital, Cone Behavioral Health Hospital, LeBauer HealthCare, MedCenter High Point, MedCenter Kernersville and various outpatient clinics and programs.

Healthcare services across the Cone Health network are provided by more than 1,000 doctors, 2,500 nurses and 8,200 employees. In addition to its hospitals, Cone Health has five centers of excellence specializing in heart care, cancer care, women’s health, neurosciences and orthopedics. Cone Health is further distinguished by its investment into cutting-edge technologies and medical equipment such as the TrueBeam STx linear accelerator and the TomoTherapy HI ART system, which were among the first in North Carolina, and the Da Vinci Surgical System.

Cone Health is committed to being a national leader in quality, service and cost.

Media Inquiries

For media inquiries related to Cone Health, contact:

Doug Allred
External Communications Manager
(336) 832-8659

On Twitter: @ConeHealthPR