Pagano Positions Rdental.com in Print Push

Rdental.com uses colorful, offbeat imagery and uncluttered copy to appeal to oral health professionals in its first branding campaign from Pagano Schenck & Kay.
The client in Bethesda, Md., encouraged Pagano to take “an unconventional approach” in the campaign in order to break through the clutter of typical medical trade advertising, said Lou Shuman, the client’s executive vice president of marketing.
In one print execution, a teen-age couple is shown in a candy store, surrounded by trays containing thousands of multicolored jellybeans. “Now people can get a dentist as quickly as they can get a cavity,” copy begins. “Through Rdental.com’s online digital dental directory, we help consumers find dentists in their area. We also offer them comprehensive, credible information edited by our internationally renowned board of advisors.”
A second ad is set at a dental convention breakfast seminar, with a patient’s “pregnancy gingivitis” condition projected onto a back wall, killing the appetite of at least one waiter. “When you’re online, there’s no such thing as a bad view,” copy reads.
A “click here” icon appears in all ads, floating over the mouths of selected ad subjects.
Budgeted at $6-8 million, the ads break this month and will run through November, mainly in dental health publications.
The goal of the campaign, Shuman said, is to convince as many dentists as possible to visit the site and sample its products and services.
Editorial photographer Jeff Riedel shot the images because his offbeat style was best “able to capture the subtle but captivating aspects of real life and make them more interesting and edgy,” said Pagano official Woody Kay.
Pagano, Boston, picked up the account following a review [Adweek, Feb. 14].