Pagano Sweeps By Other Shops for Dental Work

Pagano Schenck & Kay was all smiles last week, winning a review to position and promote an online dental information and referral service.
The Boston shop won the $6-8 million account of rdental.com in a review that included Arnold Communications, also of Boston; Allen & Gerritsen, Watertown, Mass.; and New York shops Grace & Rothschild and Klemtner Advertising, a Saatchi & Saatchi healthcare advertising unit, the client said.
Pagano will launch a trade campaign, including print, online and direct mail, in April. Consumer ads are not planned since that part of the site is still in development, said shop president Beau Fraser.
The Bethesda, Md.-based Web site is focusing on the professional side and includes interactive dental management tools, seminars and news of medical advances, Fraser said. The site will also refer consumers to dentists for answers to questions or for service.
The client competes with related sites such as Dentalxchange.com, but Fraser said Pagano is betting rdental.com will come out on top.
“I think rdental will be to dentists what WebMD is to doctors,” he said.
Pagano is working on a business plan for rdental.com with Boston-based Market Leader Resources, a business consultant to Internet companies. “You need more than a great idea. You need a great business plan,” Fraser said.
The Web site, launched in October, is counting on Pagano to provide strategy and creative, said rdental.com executive vice president of marketing Dr. Lou Shuman.
The company previously collaborated with Planit Advertising, Baltimore, on print trade ads and will continue to work with the shop on selected projects, he said. Brodeur Worldwide, Boston, will act as rdental.com’s public relations agency, and Cramer Interactive, Norwood, Mass., as its Web site agency. K