Secret Weapon Marketing

Secret Weapon Marketing

1-800-DENTIST

1-800-DENTIST

The Problem

In order to achieve their growth targets,
1-800-DENTIST needed to broaden the number, and type, of customers calling their service.  Founded in 1986, 1-800-DENTIST matches dental patients with pre-screened dentists, relying on advertising to generate inquiries from those patients.

The Solution

Our advertising acknowledges a truth: anyone with a reliable personal reference would be unlikely to call 1-800-DENTIST.  But the large remaining group, people who do not have that reference, are ready made customers.  The campaign forces people to ask themselves "Do I really want to trust the recommendation I'll get from my friend...or family...
or co-worker?" and offers 1-800-DENTIST as the knowledgeable alternative.