CaroMont Health is an independent nonprofit health system serving patients in a competitive market shared with larger, more complex health systems. The challenge isn't clinical quality. It's visibility and emotional connection with a community that has more options than ever.
The Trust in Me campaign is an anthem-style platform built around authentic care moments across CaroMont's Health's service lines. Anchored by Etta James' "Trust in Me," the campaign positions CaroMont Health not by what it offers, but by how it cares — a deliberate differentiator in a market where larger competitors lead with technology and scale.
Now in its second year, the campaign has aired during the Super Bowl and the NCAA Elite Eight.
Working with our agency of record FerebeeLane, I led the campaign from brief through production as CaroMont Health's client-side brand lead.
Campaign Brief
Contributed to the the brief, defining scope, audience, creative direction, and deliverables for the second year of the platform.
Contributed to the the brief, defining scope, audience, creative direction, and deliverables for the second year of the platform.
Vignette Structure
I advocated for an anthology format built around individual care moments rather than a single narrative, generating nine distinct vignettes that extended the campaign across social, digital, and broadcast from a single production investment.
I advocated for an anthology format built around individual care moments rather than a single narrative, generating nine distinct vignettes that extended the campaign across social, digital, and broadcast from a single production investment.
Original Photography
I pushed for a dedicated shoot rather than stock, producing a unique campaign image library used across OOH, digital, and print.
Production Oversight I pushed for a dedicated shoot rather than stock, producing a unique campaign image library used across OOH, digital, and print.
I was on set throughout commercial production, with direct involvement in casting, wardrobe, and storyline development.
Media Strategy
Contributed to media planning with focus on maintaining audience discipline, ensuring placements aligned with the campaign's primary target of female healthcare decision-makers.
Contributed to media planning with focus on maintaining audience discipline, ensuring placements aligned with the campaign's primary target of female healthcare decision-makers.
Internal Campaign Leadership
Presented campaign creative and strategy to senior leadership, serving as internal champion for the work and executing internal launch.
Presented campaign creative and strategy to senior leadership, serving as internal champion for the work and executing internal launch.
Campaign Results
The following results reflect year one of the campaign platform; year two performance data is currently in field.
Creative testing
Scored 3.9 with System1 in year one — above the 3.0 category average for healthcare. Based on System1 scoring methodology, the spot would have ranked 11th–15th among 2025 national Super Bowl advertisers.
Scored 3.9 with System1 in year one — above the 3.0 category average for healthcare. Based on System1 scoring methodology, the spot would have ranked 11th–15th among 2025 national Super Bowl advertisers.
In year two, the campaign animatic scored 3.6 at early creative stage, with audience word associations of caring, health, and compassion — confirming the campaign is landing in its intended brand territory.
Digital performance
Website visits: 8% over target
Digital conversion rate: Doubled over target
Video-led visit rate: Outperformed YouTube benchmarks
Website visits: 8% over target
Digital conversion rate: Doubled over target
Video-led visit rate: Outperformed YouTube benchmarks