Advertising Showcase: CaroMont Health “Trust in Caring” Campaign
Testing ad concepts for emotional stickiness lends credibility to this organization’s brand platform and messaging.
Background
CaroMont Health, a community-first health system serving a five-county region in the Charlotte, North Carolina area, has spent more than 80 years earning the trust of its neighbors. In a market crowded with health care giants like Atrium Health and Novant Health, CaroMont Health has remained committed to one enduring mission: caring for the community.
With the recent opening of the CaroMont Health Medical Pavilion in the fall of 2024 and the CaroMont Regional Medical Center-Belmont in January 2025, the health system marked a major milestone in its expansion. This growth created a powerful brand opportunity.
Kimberly Sain, senior director, public affairs, CaroMont Health
“Americans, particularly women, are frustrated by the care experience and are losing trust in the patient-provider relationship,” says Kimberly Sain, senior director of public affairs at CaroMont Health. “This campaign had to make people pause and notice that CaroMont Health is uniquely different by providing compassionate care unlike anywhere else.”
Keep reading to see the creative executions and discover how this health system uses emotion to distinguish its brand.