GCS to help boost discount dental plan

SAN DIEGO: First Dental Health, the largest independent dental PPO in California, has chosen Gable-Cook-Schmid (GCS) to promote its reduced-fee network to consumers.

SAN DIEGO: First Dental Health, the largest independent dental PPO in California, has chosen Gable-Cook-Schmid (GCS) to promote its reduced-fee network to consumers.

In addition to running a PPO, First Dental sells yearly memberships to The Dental Club, which provides consumers with a 25%-60% discount off services from network-member dentists. Rather than functioning like an insurance plan, the club models itself after bulk retailers such as The Price Club.

GCS is charged with helping the network with branding and positioning, as well as handling media relations and developing marketing materials.

Agency principal Jon Schmid said that the media relations portion of the campaign would focus on local newspapers in California. GCS is pitching the story as a trend piece on the number of Californians who currently lack dental insurance, and the alternatives available. The company is also being pitched to HR outlets as a lower-priced dental benefit that small businesses could offer.

GCS is also planning DTC outreach that will give current members and dental office managers incentives for referrals.

First Dental is also reaching out to Chambers of Commerce across the state to forge partnerships that would allow chamber members - mostly small businesses - to buy into the network at reduced rates.

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