Denplan, the largest dental healthcare company in the UK, has hired
Argyll Public Relations to help raise brand awareness among dentists and
The account, worth pounds 100,000 in annual fees, was handed to Argyll
following a three-way competitive pitch against Hill and Knowlton and
incumbent agency Kinross and Render.
Denplan, which is owned by health insurer PPP, has 5,000 dentists
participating in its scheme and 678,000 patients signed up for cover.
The company operates a ‘capitation’ plan whereby patients receive
continuous care from their dentists in return for a fixed regular sum.
Dentists are therefore encouraged to offer preventative care rather than
give unnecessary treatment.
Although Denplan commands 90 per cent of the market it faces increasing
competition from rival insurers BUPA and Norwich Union Healthcare.
Argyll divisional director Sally Costerton, who is leading the four-
strong team on the account, said that the agency would encourage NHS
dentists to switch to the Denplan scheme and at the same time explain
the benefits of cover to patients.
‘They want to improve their profile with dentists but at the same time
make a direct approach to consumers,’ said Costerton.
In addition to press relations work and events management the brief will
involve publicising the findings of a joint research project between
Denplan and independent think tank Demos on dental and oral healthcare.
Argyll is also planning to launch an oral hygiene awareness campaign
which will be aimed at young people.
‘The idea is to get them thinking about health for their teeth,
encourage them to see a dentist and raise awareness of Denplan,’ said