Fusion92 | Agency Profile, Contacts, AOR, Client Relationships

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Heartland Dental appoints creative, media AOR (Score 7)

Sales lead: This appointment will affect the company's marketing strategy & may lead to additional agency hires. 

• Fusion92 AOR in March 2023. 
• The agency will handle media, creative, & strategy for HD's network of dental offices.
  • Media duties include strategy, planning, buying, execution, & analytics. 
  • Creative duties include web & UX design, research, strategy, & execution. 

HD's target demographic: Dental groups that need administrative services

The company will likely:

• Seek additional agency assistance
• Revise media & creative strategy
• Continue increasing digital spend 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: HD spent about $17.2k on digital display ads YTD, more than double the $8.1k spent in this channel during the same time period of 2022. 
• YTD data: 6.2m impressions via desktop display (62%) and mobile display (38%). 
• 2021-2022 spend: Full-year spend jumped from $600 in 2021 to $28.1k in 2022. 
• Ad location: It placed 99% of these ads indirectly through Google AdX+AdSense onto sites such as dentaltown.com and ada.org. It placed 1% of these ads directly onto sites such as dentaltown.com. 

Agency analysis:

• Opportunity: Agency appointments commonly follow one another, so reach out now to be top-of-mind. 
• Current roster:
  • Fusion92: creative & media AOR

Insight Sources: Digital spend insights estimated by Pathmatics.