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Find-a-Dentist ad campaign showing success in early numbers

September 18, 2017

By Kimber Solana

Over 76 million impressions. 464,424 online visits. Close to 107,000 completed searches. 1,667 percent increase in overall traffic.

Based on initial numbers, the national digital advertising campaign launched July 10 to help connect prospective patients with ADA member dentists has been nothing short of a success, said Dr. Craig Herre, chair of the ADA Council on Communications.

"We're excited about the early results," he said. "This is a tangible member benefit that directs potential patients to our members."

In the campaign's first two months, online traffic to FindaDentist.ADA.org, the ADA's online search tool that allows potential patients to easily find an ADA dentist in their area, increased substantially. From July 10 through Aug. 31, the online tool received more than 464,424 visits. When compared to the traffic from last year to the former Find-a-Dentist tool — the revamped version launched in April 2017 — site visits jumped 1,667 percent from April-August 2016 to April-August 2017.

In all, the ad campaign generated more than 76.8 million impressions, which is how many times someone saw an ad, and Findadentist.ada.org generated 464,424 visits. The clicks resulted in 106,796 completed searches and 138,145 profile views.

"We want to hear from members who have welcomed new patients through the Find-a-Dentist tool," said Dr. Herre. "The metrics are a great early indicator, and we look forward to gathering more input from our members about how it's working for them."

After the initial results, the ADA is already optimizing the campaign by removing less effective ads and increasing visibility of top performing ads to drive the most efficient traffic and searches on the site.

The ad campaign was the latest phase of a planned $18 million, three-year initiative to drive utilization of dental services for ADA member dentists, which was approved by the ADA House of Delegates at its October 2016 meeting.

Health Policy Institute data show that ADA members have the capacity to see more patients. Based on audience research and technology, they developed a digital strategy to target about 19.6 million potential patients for ADA members.

These prospective patients have the means and believe in the importance of dental visits but for some reason are not following through with regular dental check-ups.

The campaign's ads are a mix of display advertising, including animated banners on websites, search engines ads and social media. Because the target audience understands the importance of taking care of their teeth, the messaging encourages consumers to schedule a checkup to preserve their oral health. Among the most popular ads involves a tooth dressed as a mummy.

"Teeth can last centuries," the banner ad says. "But decay can cause damage any time. Your ADA dentist can keep them that way. Schedule a check-up."

Those who click on the ad are sent to the Find-a-Dentist online search tool. The tool allows prospective patients to easily find an ADA member dentist based on distance and dental insurance coverage, and it allows patients to contact the practice via email or phone to make appointments.

ADA member dentists with completed profiles with photos are prioritized in the online tool's search results. As of August, about 30,000 ADA members have profiles with photos.

To update your Find-a-Dentist profile, log in to your MyADA page, ADA.org/UpdateNow, using your member ID number and password. For more information or assistance, contact the ADA Member Service Center. For more information on the campaign and for resources to help market a practice, visit ADA.org/findadentist.