Pagano Targets Health Pros in Effort

Agency Uses ‘Unconventional’ Tack to Lure Dentists to Site
BOSTON– uses colorful, offbeat imagery and uncluttered copy to appeal to oral-health professionals in its first branding campaign from Pagano Schenck & Kay.
The Bethesda, Md.-based client, a Web site that offers continuing education and services for both consumers and dental professionals, encouraged the Boston agency to take “an unconventional approach” to the national print campaign, said Lou Shuman, the client’s executive vice president of marketing. Ads use surreal images, oddly bright lighting and a tagline that is incorporated in the photos, rather than in the copy.
The effort consists of five print ads. In one, a teenage 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,” the copy begins. “Through’s on-
line digital dental directory, we help consumers find dentists in their area.”
A second ad is set at a dental-convention breakfast seminar, with a patient’s gingivitis condition projected onto a wall, killing the appetite of at least one waiter. “When you’re online, there’s no such thing as a bad view,” the copy reads.
A “click here” icon appears in all ads, floating over selected subjects. The tagline is also “Click here.”
Budgeted at about $6-8 million, the campaign breaks 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.
Photographer Jeff Riedel shot the images, because his style was best “able to capture the subtle but captivating aspects of real life and make them more interesting and edgy,” said Pagano chairman and executive creative director Woody Kay.
Pagano won the account earlier this year after a review [Adweek, Feb. 14]. Previous trade ads for the client were done by Planit Advertising in Baltimore. K