Client: Aspen Dental

What we did: Message strategy, creative concept, environmental, website, digital advertising

Dentist Recruitment gets fast and furious

You don’t get to be the leading network of dental practices around the country by thinking small. So to help meet Aspen Dental’s annual recruitment goal of 450 dentists, we knew we had to go big. We decided to target recent dental school graduates with a recruitment campaign that would not only grab their attention, but also convince them that Aspen offers the support they need to keep growing.

Our solution was the Best Grad Gift Ever, a chance to win a Ford Mustang by joining Aspen Dental. On the day of the event announcing the contest, we created buzz at local dental schools and the Yankee Dental Tradeshow. Tactics included a virtual reality tour of an Aspen practice, branded pedicab rides, and a walking man burdened by the world’s biggest backpack, highlighting student debt and Aspen’s loan reimbursement program.

The promotion fired on all cylinders, running from January to August. By the time it was all over, we had succeeded in driving over 100 additional dentists to Aspen Dental, turbocharging hiring by delivering a third of the annual goal with our promotion alone.


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