Aspen Dental may have the fastest spokesperson around in launching its new recruitment marketing campaign—Danica Patrick, driver of the No. 10 Aspen Dental Ford Fusion in the Monster Energy NASCAR Cup Series. Featuring a quartet of 30-second videos now being shown online and in select television markets, the campaign uses Patrick’s own racing career as a metaphor for what dentists experience on their own journeys, highlighting the importance of knocking down obstacles and surrounding oneself with the right support.
“One of the reasons we teamed up with Danica 3 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.”
Recent dental school graduates and other dentists are increasingly choosing to join group practices supported by dental support organizations (DSOs) such as ADMI that offer opportunities for practice ownership, more time with patients, and peer-to-peer professional development, according to the company. Also, the ADA reports that 7.4% of practicing dentists currently operate with DSO report, with 16.3% of dentists under the age of 34 years affiliated with a DSO, and about one in 4 dental school graduates joining 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 Arwinder Judge, DDS, ADMI chief clinical officer. “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.”
The video series includes “Mentors,” “Don’t Go It Alone,” “Career Hurdles,” and “Family of Support.”
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