Not Your Everyday Ad Campaign
Cone Health launches an ad campaign with a different twist on the testimonial. Ads feature a patient testimonial, but each is paired with another telling the story from the caregiver’s point of view. This allows consumers to see both sides of the story within the same commercial break.
“What makes this unique is that we get two perspectives – ‘what I did’ from the patient and ‘what I saw’ from the caregiver,” says award-winning director Robert Latorre of Big Fish Films. “You find that everyone was really paying attention to details about the patient. It’s not factory care at Cone Health. It’s exceptional care.”
In the first ad, Tonya Moore talks about her on-the-go life after getting a new heart pump. In the paired ad, her doctor talks about Moore’s spirit and personality. “Taken together, it is clear that health care is about more than technology; it’s about the bond between our patients and our caregivers. That really comes through,” says Cone Health Senior Vice President, Marketing and Communications Chuck Wallington.
“What is refreshing is that we don’t show the hospitals or the hardware,” says Latorre. “We show the person. We show the audience the experiences that went on in their lives.”
Focus groups that included former patients found people liked hearing the dramatic stories from both patients and their doctors. That concept carries over to print ads where readers may see the caregiver’s thoughts on a subsequent page. A website – exceptionalcare.com – was created as a place where people can watch the commercials as well as see long-form videos that delve deeper into the inspiring patient stories. They feature interviews with more members of the care team as well as more information about the treatments and technology used in treating the patient.
“This campaign builds on the 2011 campaign that began to position Cone Health as ‘the network for exceptional care,’” says 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.’”
The “Exceptional Care. Every Day.” campaign is anchored by television ads. They began running yesterday in the Greensboro, Winston-Salem, High Point TV market. Eventually, six individual patient stories will be told in 12 ads.
“Exceptional Care. Every Day.” was created by Cone Health and its creative partners: