Syracuse, N.Y. – In an industry where advertising is wrought with white lab coats, dental chairs and perfect smiles, Aspen Dental-branded practices are breaking through the sea of sameness with a new recruitment marketing campaign featuring Danica Patrick, driver of the No. 10 Aspen Dental Ford Fusion in the Monster Energy NASCAR Cup Series.
The campaign, which features four 30-second videos, uses Patrick’s own racing career as a metaphor for what dentists experience on their career journeys, highlighting the importance of knocking down obstacles and surrounding oneself with the right support.
The spots – “Mentors,” “Don’t Go It Alone,” “Career Hurdles,” and “Family of Support” – are currently being deployed online through programmatic display and social media advertising, as well as on television in select markets.
“One of the reasons we teamed up with Danica three years ago is that she’s the embodiment of a focused, passionate professional who doesn’t let anything get in the way of her dreams, much like the dentists who join Aspen Dental practices,” said Mike Petrosillo, senior director of marketing at Aspen Dental Management, Inc. (ADMI). “In this campaign, she helps shine a spotlight on some of the benefits of joining Aspen Dental, like having a mentor and the unparalleled support that comes along with having a team that removes the hurdles that stand between you and your dreams.”
Dentists, particularly recent dental school graduates, are increasingly choosing to join group practices supported by dental support organizations (DSOs) like ADMI that offer opportunities for practice ownership, more time with patients, and peer-to-peer professional development. According to the American Dental Association, 7.4% of practicing dentists currently operate with DSO support, a choice that is even more pronounced among new dentists – 16.3% of dentists under the age of 34 are affiliated with a DSO, and an estimated one in four new dental school graduates join DSO-supported practices.
“Along with the dentists who own and operate Aspen Dental-branded practices, we’re committed to doing whatever it takes to make it easier for dentists to achieve their dreams,” said Dr. Arwinder Judge, chief clinical officer at ADMI. “It’s why we invest so heavily in best-in-class learning and development programs, formalized mentorship, and working with dentists to map out a career that meets their long-term goals and aspirations.”