Henry Schein was working with Farran Media, LLC’s magazine Dentaltown for the April 2013 issue. The cover story was covering Henry Schein’s new cloud based practice management software, Ascend. As part of the agreement it was determined that Henry Schein could provide the cover art for the issue.
For the cover it was determined to go with the theme of Dental professionals taking their practice management into their own hands, and not be constrained by outdated technology. During planning and concepting it was determined that the female dental professional should be featured prominently.