Heartland Dental Names Fusion92 Agency of Record

By Kyle O'Brien 

Marketing transformation agency Fusion92 has been named the agency of record for Heartland Dental, the nation’s largest dental support organization (DSO). Chicago-based Fusion92 will provide media, creative and strategy services for more than 1,000 dental offices across the United States.

“Fusion92 is uniquely qualified to support our needs, having deep experience driving results for multiunit clients and a strong understanding of branding due to the wide network of brands they currently partner with,” said Stacy DeWalt, evp and CMO of Heartland Dental in a statement. “Heartland Dental is consistently evolving our support to better serve our doctors with effective, transparent and personalized marketing services. We are delighted to have Fusion92 as a partner supporting Heartland Dental and our supported offices in digital and branding.”

Heartland Dental has a doctor-led approach and each supported office retains its brand with Heartland’s support model, empowering doctors to focus on the clinical aspects of their practice while not having to worry about the day-to-day nonclinical administrative workflow.


Heartland issued a request for proposal in spring of 2022 and Fusion92 was selected out of the three agencies that participated. Fusion92 is scoped to provide full media services, including strategy, planning, buying, execution and analytics, as well as creative, including web and UX design; and research, strategy and execution for full DSO employee and affiliate recruitment.

The agency has run similar programs for clients including Blue Cross Blue Shield, Ford Motor Company and Mercedes-Benz Financial, but with each supported office of Heartland as its own brand, this engagement will be unique.

“The full end-to-end solution that Fusion92 brings was the perfect fit for what Heartland Dental needs as they evolve to the next level of marketing sophistication,” said Matt Murphy, founder and CEO of Fusion92 in a statement. “Audience segmentation, modeling, diminishing returns, ROI and deep analytics on best performing channels and segments was key to the win.”

Moving forward, Fusion92 will use its suite of offerings—including 14 patented products—to push performance for Heartland.

Last year, Fusion92 acquired independent marketing agency DP+.