Heartland Dental, a dental support organization, named Fusion92, a Chicago-based marketing transformation partner, as its agency of record (AOR) Tuesday.
As part of the arrangement, Fusion92 will use its 14 patented products to provide “media, creative and strategy services” for more than 1,000 Heartland Dental offices across the country.
Heartland Dental issued a request for proposal in the spring of 2022, according to a company press release, and selected Fusion92 from among three finalist AOR contenders.
“Fusion92 is uniquely qualified to support our needs, having deep experience driving results for multiunit clients and a strong understanding of branding due to the wide network of brands they currently partner with,” said Stacy DeWalt, EVP and CMO of Heartland Dental, in a statement. “Heartland Dental is consistently evolving our support to better serve our doctors with effective, transparent and personalized marketing services. We are delighted to have Fusion92 as a partner supporting Heartland Dental and our supported offices in digital and branding.”
The firm currently has more than 2,700 doctors across more than 1,700 supported offices in 38 states and the District of Columbia. Last year, Heartland Dental added 151 practices, opened 84 de novo locations and affiliated with 67 supported practices.
Of note, Heartland Dental is majority owned by KKR, a global investment firm.
For its part, Fusion92 has run its full media services program for clients like Blue Cross Blue Shield, Ford Motor Company and Mercedes-Benz Financial.
The company also announced that it just acquired Big Footprint, a Denver-based search-centric digital agency to kick off 2023.
“The full end-to-end solution that Fusion92 brings was the perfect fit for what Heartland Dental needs as they evolve to the next level of marketing sophistication,” Fusion92 CEO Matt Murphy said in a statement. “Audience segmentation, modeling, diminishing returns, ROI and deep analytics on best performing channels and segments was key to the win. Additionally, chemistry played a big part. Working on a complex, matrixed, multibrand engagement business such as Heartland requires a great deal of faith, trust and a strong working relationship that we were able to establish right away.”
