Strategy in Sight: Bringing Snead Eye Group’s Brand to Life on TV
In a crowded healthcare landscape, the brands that stand out are the ones people remember. That’s why Quenzel Marketing Agency focused on helping Snead Eye Group craft a message that truly sticks.
This TV spot showcases the strengths that have made the clinic one of Southwest Florida’s most trusted eye care providers. From high-tech diagnostics to skilled surgeons and compassionate care, this healthcare television commercial needed to reflect the full patient experience.
At Quenzel Marketing Agency, we start every project with a strategy grounded in data and research. Using insights gathered from our Voice of the Patient Research, our team crafted a message that speaks directly to current and potential Snead Eye Group patients. We also developed a new brand tagline for the practice along the way.
Expertly Equipped. Perfectly Precise. Clearly Caring.
This message became the creative foundation for Snead Eye Group’s new healthcare TV commercial, as well as their recently redesigned website.
Take a moment to watch the 30-second commercial below and continue reading our blog to see how it all came together.
Real Patient Insights That Shaped the Message
Our team conducted thorough Voice of the Patient Research to better understand Snead Eye Group’s audience before starting this project. We discovered what drives patients to seek care, why they trust Snead Eye Group and what they value most about the experience.
Here’s what we found:
- Snead Eye Group’s average patient is a Baby Boomer who is in good health and wants to stay active.
- Patients want to prevent vision loss and maintain a high quality of life.
- They chose to visit Snead Eye Group for three key reasons.
- The practice uses advanced diagnostic equipment to detect vision problems.
- The surgeon, Dr. Brad Snead, is precise, which leads to better outcomes.
- The entire staff is competent, efficient, caring and takes time to answer questions.
These insights helped shape the commercial and the company’s new branding from the ground up. They informed not just what we said, but how we said it. The new brand tagline – Expertly Equipped. Perfectly Precise. Clearly Caring. – reflects what patients already know and love about Snead Eye Group. It reinforces their trust and confidence in the care they receive, and it positions Snead Eye Group ahead of competing brands to potential patients.
Reaching the Proper Audience
Patient insights also guided our media strategy. Through our Voice of the Patient Research, we found that NBC is the most-watched network among Snead Eye Group’s patient base. That made it the clear choice for airing the commercial.
Our healthcare marketing team also optimized the ad schedule to include the programming with the best viewership among the aged 50+ demographic. By pairing a patient-driven message with strategic media placement, we made sure this campaign would reach the right audience at the right time and resonate with them.
More Than Words: Using Music to Build Memory
From the start, we knew this spot needed to feel different than other healthcare commercials. So instead of leading with dialogue or visuals, we led with music and used melody as the vehicle for the message.
Music doesn’t just fill space in a commercial. When used with intention, it becomes a branding tool that creates an emotional connection and improves recall. This is what we call auditory branding.
Quenzel Marketing Agency crafted a custom jingle that puts the Snead Eye Group brand message to music. Every lyric was carefully written to highlight what patients value the most, from the advanced diagnostic equipment to the surgeon’s skill and experience. We were even able to highlight Snead Eye Group’s $1,000,000 investment into their diagnostic equipment systems.
The spot also highlights the clinic’s limited-time offer for Free Cataract Screenings, giving viewers a clear next step and an added incentive to take action now.
Set to a bright, approachable melody, the song reinforces the Snead Eye Group brand and new tagline while making it easier for viewers to remember what sets the clinic apart.
Behind the scenes, Earl Quenzel brought a unique perspective to the process. With a background as a drummer, he understands how melody and rhythm shape how people feel and what they remember.
“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.”
Healthcare marketing is a space where attention is often limited. That’s why the right sound and message can make all the difference. The Snead Eye Group commercial uses music intentionally, turning a simple message into something that’s memorable and meaningful. In turn, that’s helped Snead Eye Group get more customers.
Driving New Patient Growth
Since the launch of the commercial, television has quickly become one of Snead Eye Group’s top channels for new patient acquisition. By combining a message that resonates with an enticing Free Cataract Screening offer and placement that reaches the right audience, the campaign continues to deliver strong, measurable results.
In fact, the practice has seen significant growth year-over-year in cataract surgeries and cataract-related appointments since the commercial began airing.
These results are a clear reminder that when strategy and creativity align, TV advertising can be one of the most powerful tools in healthcare marketing.
A Healthcare Commercial That Reflects the Patient Experience
From strategic insights to final production, every part of this healthcare television commercial was shaped by what real patients care about. Backed by data, powered by music and built around a clear brand message, the final spot delivers more than awareness; it builds trust.
Want a healthcare commercial that actually connects with your audience? Contact Quenzel Marketing Agency to see how our strategic process can help your brand come to life on screen.
