Cone Health’s Latest Brand Spot Aims to Keep Patients Out of the Hospital

What’s vital to you? What makes you feel alive? Empowered? Cared for? Cone Health, a not-for-profit health care system based in North Carolina, explores these questions in its latest brand spot, Vital Signs. 

Created by Cone Health’s agency, Mythic, and directed by London-based director Samir Mallal out of Interrogate, Vital Signs suggests the true measure of wellness goes deeper than what’s in a patient’s chart.

“Wellness is so much more than test results or doctor’s visits — it’s really about the moments that make life meaningful," explained Alexandra Frazier, associate creative director at Mythic. “We wanted this campaign to expand the definition of what’s truly vital by focusing on the everyday connections, joys and signs of well-being that happen beyond the exam room." 

Shot on location in the communities that Cone Health serves, the spot highlights the health system’s shift from the fee-for-service care model to the value-based care model that focuses on improved outcomes, quality over quantity, and ensuring that the care delivered aligns with what patients and communities value most. 

“It’s about creating a system where health is seen as a shared priority, not just a transaction,” said Mythic group account director, Kenya Madyun. “By focusing on community-based care and fostering strong patient-provider relationships, Cone Health aims to improve health outcomes and patient satisfaction.” 

Embracing this shift to value-based care requires more than just a new approach to care delivery — it necessitates an understanding of the core values that drive providers and patients. Vital Signs showcases Cone Health's commitment to keeping patients healthy, aligning with modern health care models that prioritize preventive care and reduce hospital admissions. 

"Health care is at its best when it’s built around people — their stories, their needs, and their futures,” said John O’Connor, director of advertising and brand, at Cone Health. “This campaign is about reconnecting with what truly makes care vital: compassion, trust, and a commitment to healthier communities for generations to come." 

The Vital Signs spot serves as a testament to the health system’s dedication to innovative health care solutions that meet the evolving needs of the communities they serve.