CHICAGO, Jan. 2, 2019 /PRNewswire/ -- Today, Aspen Dental, the largest branded network of dental practices in the U.S. with nearly 750 offices across 38 states, is unveiling a new, 360-degree national marketing campaign built around a single word: Yes. This marks the first time that Aspen Dental will run a fully integrated campaign featuring national and local TV advertising, radio, paid search, and social media and more.
Developed in partnership with HEAT and Deloitte, the "Yes Campaign" features the real stories of nine patients of Aspen Dental practices opening up about the barriers they faced in accessing dental care and how Aspen Dental practices helped them get back on to the road to good oral health – and changed their lives in the process. Filmed documentary-style, the TV spots capture empathetic, funny and heartfelt moments that bring to life Aspen Dental's culture of "Yes," which has been part of the brand DNA for the past 20 years.
Debuting on the heels of Aspen Dental's 20th anniversary in 2018, the campaign is based on insights that showed that while Aspen Dental enjoys the highest brand awareness in the category, many patients face significant barriers to dental care, particularly when it comes to trust and cost. The "Yes Campaign" shines a spotlight on the personal, emotional and financial impact that delaying dental care has on millions of Americans and provides hope for the impact that the right dental experience can have.
"From day one, the Aspen Dental brand has been all about Yes, with dentists and their teams doing whatever it takes to break down barriers so that patients can get the care they need, today," said Will Setliff, chief marketing officer at Aspen Dental Management, Inc. "These nine patients experienced that 'Yes' culture firsthand, and while their personal stories are all a little bit different, what struck me was that there was one constant: For each of them, making the decision to visit an Aspen Dental practice and the willingness of the dentist and office team to find solutions changed more than just their smile – it changed their life."
The authenticity and emotion of the patient stories influenced everything about the campaign, from the storytelling to the filming style.
"Unlike the majority of dental advertising that prominently features bright, perfect smiles, our campaign was filmed in a documentary style with two 16mm film cameras to deliver a very realistic aesthetic to the final project, which lends real authenticity to the TV spots," explained Steve Stone, chief creative officer at Heat. "Each patient story was special in its own way, from a veteran who has struggled with PTSD to moms and grandmothers who put off their own dental care for years because they were busy putting everyone else first. There wasn't a dry eye in the house as we filmed some of the interviews."
This robust "Yes Campaign" launches on Wednesday, Jan. 2 with national and local television commercials, and will carry through every single patient touchpoint including radio, website, print, social media, and more. For more information please visit www.aspendental.com.
About Aspen Dental Offices
Aspen Dental-branded practices are committed to breaking down the barriers so that patients can get the care they need today. With nearly 750 offices in 38 states, Aspen Dental practices provide a wide range of general dentistry and denture-related services and offer patient-friendly programs and services, including convenient locations, onsite labs and extended hours. Together, Aspen Dental practices cared for nearly 1.8 million patients in 2018. For additional information about Aspen Dental or to find an Aspen Dental office, please visit www.aspendental.com.
About Aspen Dental Management, Inc.
With an innovative model that takes care of non-clinical business and administrative services so that providers are free to focus on patient care, the team at ADMI is driven by one overarching purpose: To care for the people who care for the patients. ADMI makes it easier for clinicians to have the careers they've always dreamed of, delivering care to their patients with the support of a team of experienced business professionals who are committed to making their practices a success. Support provided by ADMI includes services and recommendations related to finding the right locations, leasing, acquiring equipment, accounting and marketing.
SOURCE Aspen Dental Management, Inc.