Midwest Dental brings on Padilla as agency of record

MINNEAPOLIS: Padilla Speer Beardsley has increased its work in the dental space after it was hired as PR AOR by Midwest Dental.

MINNEAPOLIS: Padilla Speer Beardsley has increased its work in the dental space after it was hired as PR AOR by Midwest Dental.

The company, which has 110 offices in the US, hired Padilla to develop and execute a lead generation campaign to accelerate patient growth in key markets across the country. The work includes creative development, advertising, direct marketing, and patient retention programs.

Midwest Dental operates both the Midwest Dental and Mountain Dental brands.

“We needed more than a PR agency, and we found that in Padilla Speer Beardsley,” said Candee Wolf, director of marketing and communications for Midwest Dental and Mountain Dental, via email. “The agency also has team members with dental marketing and communications experience, which was a key component as well.”

Padilla was hired after a competitive RFP process that lasted several months. There was no incumbent agency on the account.

Trozzolo Communications Group's Prairie Dog division previously did research work on the account. However, Angelo Trozzolo, the firm's president, said it was not an AOR relationship.

Padilla is also working in the dental space with Patterson Companies, a specialty distributor for the dental, veterinary, and rehabilitation supply markets. The company hired Padilla for crisis and issues management and training, in addition to counsel for its investor relations program.

Earlier this month, Goldman Sachs cut shares of Patterson Companies from a neutral rating to a sell rating in a research report sent to investors.

“We have not recently worked in dental; it is an area that we see as a potential growth area,” said Janet Stacey, VP, health care and medical devices at the firm.

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