Children’s Emergency Department Campaign

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Cone Health, a not-for-profit health care network serving the Piedmont Triad area of North Carolina, asked Redding Communications to help publicize a major expansion and renovation of its children’s emergency department.

Key Needs:
Cone Health wanted parents to know that the emergency department had increased its treatment space, added advanced technology specifically designed for children’s unique needs, and redesigned the previous institutional space into a child-friendly environment with colorful murals. The campaign needed to clearly convey that a major transformation had taken place, ensuring that it addressed previous community perceptions that the children’s emergency department was institutional – and thus frightening for children – and that wait times were too long.

We developed an award-winning branding campaign that not only announced the new department’s opening, but also addressed previous concerns and clearly positioned Cone Health as the best place to go for children’s emergency medical needs. We captured the eye-catching murals painted in exam rooms as art for the campaign, using them as visual focuses for the four main areas of improvement:

  • Futuristic city mural: new, advanced medical technology and capabilities;
  • Space-inspired mural: expanded square footage;
  • Fighter plane mural: faster treatment capabilities;
  • Beach scene mural: warm and inviting environment, designed for children

The interwoven branding message was rolled out online, on billboards, in print media and throughout the hospital system, positioning Cone Health as the top-of-the-line provider of children’s emergency treatment.

Marketing Channels:
Web, web banner ads, billboards, ads, brochures