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Our Strategic Foundation

The foundation of our brand is our Mission, Vision and Values, as well as our Our Patient and Family Promise and our Strategic Plan. These guide all of our decisions and behaviors as an organization and as individuals. All communications about the Medical Center should be in alignment with, and supportive of, this foundation.

Our Mission

Wake Forest Baptist Medical Center’s mission is to improve the health of our region, state and nation by:

  • Generating and translating knowledge to prevent, diagnose and treat disease.
  • Training leaders in health care and biomedical science.
  • Serving as the premier health system in our region, with specific centers of excellence recognized as national and international care destinations.

Our Patient and Family Promise

We will keep you safe, care for you, involve you and your family, and respect you and your time.

Our Vision

Wake Forest Baptist Medical Center is a preeminent, internationally recognized academic medical center of the highest quality with balanced excellence in patient care, research and education.

Our Values

Excellence – Demonstrate the highest standards of patient-centered care, education, research and operational effectiveness

Compassion – Respond to the physical, emotional, spiritual and intellectual needs of all

Service – Cultivate selfless contribution for the greater good

Integrity – Demonstrate fairness, honesty, sincerity and accountability

Diversity – Honor individuality and protect the dignity of all

Collegiality – Foster mutual respect, facilitate professional growth and mentorship, and reward teamwork and collaboration

Innovation – Promote creativity to enhance discovery and the application of knowledge

Our Strategic Plan

Our Strategic Plan, “A Roadmap to Excellence,’’ lays out our goals and strategies to achieve the institutional excellence we envision. The key themes in this plan require us to:

  • Create a great patient experience, starting with a customer-service focus, and continuing through safe, high quality, patient- and family-centered care.
  • Advance our stature as a preeminent academic medical center.
  • Advance education and training by recruiting and retaining exceptional faculty, creating centers of excellence, and emphasizing innovation and entrepreneurship that help lead to the cures of tomorrow.
  • Strengthen our organization alignment and ensure the institution’s financial health.

Our Tagline

A mission to care. A mission to cure.

Our tagline is born from the dual nature of our status as a preeminent academic medical center–to provide outstanding care, while pursuing the cures of tomorrow through research and educating the next generation of physicians and scientists.

The tagline is an approved wording and may be used in this form on advertising and marketing materials.

When used in conjunction with our logo, follow our Design Guidelines.


Note: All branded material must be approved by the Brand Champion before production. This service is free; please allow 48 hours for feedback.

Creative Communications is your Brand Champion 

Send questions and artwork for approval to:
General Inquiries: \ 336-716-4298  



About Our Brand Design Guidelines Examples Downloads FAQs



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In order to maintain consistency as we build our brand, all branded communication materials must be forwarded to the Brand Champion at Creative Communications for review and approval before the final production is completed. This step assures that brand standards are upheld. Please allow 48 hours for approval.
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Last Updated: 01-19-2017
Wake Forest Baptist Ranked among Nation’s ‘Best Hospitals’  26 Years in a Row by U.S. News & World ReportComprehensive Cancer Centers National Designation is Renewed2017-2018 Best DoctorsNursing Magnet StatusJoint Commission Report

Disclaimer: The information on this website is for general informational purposes only and SHOULD NOT be relied upon as a substitute for sound professional medical advice, evaluation or care from your physician or other qualified health care provider.

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