After the Affordable Care Act was signed into law, the State of Texas invited three dental insurers to offer benefit administration to their needy populations. Our client, DentaQuest, was one of the invitees and they were new to the market with zero name recognition. They challenged us to create a campaign that would stand out, while also connecting with families of children under 20 years old and indigent populations on Medicaid or CHIP.
We provided a brief indicating mathematical models that compared market share and revenue results with and without a marketing program. DentaQuest chose to market aggressively. The campaign included television, outdoor and on-site promotion (health fairs, church events, etc.) The copy platform, “It’s never too soon to start caring for your children’s teeth” emerged from extensive research and copy testing. All materials were prepared in English and Spanish, with the Spanish copy tailored specifically for the language and value system of Hispanics of Mexican heritage (as opposed to Caribbean or South American). Outdoor placement included not-typical venues such as convenience stores, pharmacies and physicians’ offices.
DentaQuest won an approximate 52% share of a two million-person market, with annual revenue streams in seven figures.
• Concept development
• Creative direction
• Market Research
• Media Planning & Placement
• Ad Campaigns
• Measurement & Analytics Strategy Development