Discover How Cone Health’s New Brand Campaign Keeps Patients Healthy and Out of the Hospital | LBBOnline

What truly matters to you? What brings you joy and makes you feel cared for? Cone Health, a nonprofit healthcare system based in North Carolina, dives into these meaningful questions in their latest campaign called Vital Signs.

Produced with the help of Mythic and directed by Samir Mallal, Vital Signs reveals that true wellness is about more than just medical charts and statistics.

“Wellness extends beyond test results or appointments. It’s tied to the moments that give life meaning,” said Alexandra Frazier, an associate creative director at Mythic. “Our goal was to redefine what’s essential by highlighting the everyday joys and connections that enrich well-being.”

Filmed in the very communities Cone Health serves, the campaign emphasizes a shift from traditional fee-for-service care to a value-based model. This new approach prioritizes the quality of health care and better patient outcomes, aligning services with what matters most to patients and their communities.

“Creating a healthcare system means seeing health as a shared goal, not just a business deal,” explained Kenya Madyun, a group account director at Mythic. “By promoting community-based care and strong relationships between patients and providers, Cone Health hopes to enhance patient satisfaction and health outcomes.”

This transition to value-based care is about understanding what motivates both providers and patients. Vital Signs highlights Cone Health’s dedication to improving health by focusing on preventive measures, which can help reduce the need for hospital visits.

“Healthcare shines when it centers around people — their stories, their needs, and their futures,” said John O’Connor, director of advertising and brand at Cone Health. “This campaign reconnects us with what makes care essential: compassion, trust, and a commitment to healthier communities for generations.”

The Vital Signs initiative is a strong reflection of Cone Health’s commitment to innovative health solutions that adapt to the changing needs of their communities.

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