From Strategy to Screen: Bringing Contemporary Health Center’s Brand to Life on TV
Launching a brand’s first-ever TV commercial is a rare opportunity. For Contemporary Health Center, it was the perfect moment to bring their refreshed brand to life on the screen in a bold, memorable way. Because hormone therapy is the clinic’s core service, this healthcare television commercial needed to clearly communicate its transformative impact.
Following the successful launch of their new website and updated branding, our next challenge was to extend that voice into 30-second and 15-second television spots. We knew the creative had to do more than just look good. It had to reflect what patients actually care about, resonate with their day-to-day lives and leave a vision that stuck with them, visually and sonically. To accomplish these goals, we turned to the data.
Take a moment to watch the 30-second healthcare commercial below, and see how our strategy came to life.
Data-Driven Creative Rooted in Real Patient Insights
As part of our brand development process, we conducted Voice of the Patient Research to understand exactly what drives patients to Contemporary Health Center. That work revealed who the clinic’s audience is and why their patients chose this functional medicine practice in the first place.
We learned that Contemporary Health Center’s patients:
- Are primarily women aged 45+
- Are tired of feeling “off” and want to feel like themselves again
- Trust the clinic because of its knowledgeable, compassionate medical staff
- Value science-backed treatments that get to the root cause of their issues, not just the symptoms
These insights shaped everything that went into producing this healthcare television commercial, including the tone, script, pacing, visuals and media strategy.
Scenes That Speak to the Patient Experience
Our healthcare marketing agency carefully curated footage that reflects the specific emotions and challenges that our audience experiences.
Each scene of the healthcare commercial is grounded in relatable, everyday moments, such as slumped over on the couch with no energy, zoning out at work and looking defeated while lying in bed. The people in these scenes lack energy and just seem “off,” which is something many people relate to when they first visit Contemporary Health Center. Every visual was chosen to reflect how real people feel before and after treatment.
Each scene transitions to more uplifting and energizing moments designed to show the dramatic improvement that hormone therapy can bring. The man on the couch transitions to a loving father spending time with his daughter. The woman zoned out at work transitions to a confident business leader leading a presentation. The woman in bed transitions to a runner on the beach.
These scenes reinforce how hormone therapy renews energy, restores confidence and helps people go from feeling blah to balanced.
The Science of Sound: Using Music for Auditory Branding
With more than 20 years of producing healthcare television commercials, we’ve seen firsthand how music can elevate a message. Not only does it spark emotion, but it also helps embed the message into the viewer’s memory.
For this campaign, we created an original jingle in-house. Our healthcare marketing team wrote the lyrics and directed the musical tone to align with the Contemporary Health Center brand.
Earl Quenzel brought his own musical background to the table. As a drummer, Earl understands the role that rhythm and melody play in emotional memory. His perspective and experience with auditory branding helped guide the creative direction behind the sound.
“People remember song lyrics better than spoken words,” Earl said. “That’s why auditory branding works. When you connect a song to a brand, you not only increase awareness, but you boost likability.”
This kind of auditory branding in healthcare marketing ensures that the commercial doesn’t just inform the viewer but also sticks with them.
Matching the Media to the Audience
Once the final cuts of the 15-second and 30-second commercials were produced, we knew it would resonate with potential patients. Now the final step was getting the commercial in front of the right eyes. Our Voice of the Patient research showed that NBC-2 is the most-watched network among Contemporary Health Center’s patient base, making it the ideal placement for this campaign.
Rather than guessing, we let data shape the media buy, ensuring we reached the right demographic in a trusted environment. We found the best timeslots that aligned with Contemporary Health Center’s patient demographics and optimized the client’s budget to its fullest extent.
A Healthcare Commercial Rooted in Strategy and Substance
Contemporary Health Center’s first television spot is more than a healthcare advertisement; it’s a natural continuation of the rebrand we helped launch online. From message to melody, every decision was rooted in strategy, driven by data and crafted to resonate with their current and future patients.
Does your brand need more than just a commercial? If you’re searching for a creative partner that listens, researches and delivers, then contact our healthcare marketing agency today.
