Revamped OralLongevity Web site reaches out to more visitors
"The ADA Council on Access, Prevention and Interprofessional Relations is excited about the enthusiastic response to the newly redesigned OralLongevity Web site," said Dr. J. Jerald Boseman, CAPIR member. "We know that prevention is the best and most cost effective way of eliminating dental disease. With ever-increasing evidence of the intimate relationship between oral health and overall health, targeting dental disease in our elderly population through the OralLongevity program is, hopefully, a means of quickly reaching a large segment of both caregivers and our elderly with up-to-date, helpful information."
The OralLongevity initiative also got a boost from print and online advertising with AARP (formerly known as the American Association of Retired Persons). OralLongevity ads appeared in the September/October issue of AARP The Magazine. An online ad campaign conducted from August through October included banner ads on the health channel, ad placements in Web letters and e-health newsletters, and the "webvertorial" entitled "American Dental Association's OralLongevity Initiative Encourages Older Adults to Take Control of Oral Health." The campaign, according to AARP Web metrics, generated 7.4 million impressions.
"The AARP awareness campaign is also a wonderful example of reaching out through consumer media to get our message to a larger target audience," said Dr. Boseman. "The ad and online campaign potentially reached millions of readers and viewers with the OralLongevity message and, along with exposure in other dental media, has generated a sustained significant increase in usage of the Web site. Growing downloads from the OralLongevity site attest not only to the demand for the information, but to the ease with which individuals are now able to obtain that information."
OralLongevity is a cooperative initiative between the ADA, the ADA Foundation and GlaxoSmithKline Consumer Healthcare. It was designed to support dental professionals in enhancing and preserving the oral health of older Americans.
"The partnership between GlaxoSmithKline, the ADA and the ADA Foundation is a great example of organized dentistry working hand-in-hand with industry to address areas of unmet need," said Dr. Boseman. "Addressing the growing oral health needs of our senior population, especially our vulnerable elderly, is a much-needed and worthwhile long-term effort. CAPIR hopes to see OralLongevity and the partnership between ADA and GSK continue as a cornerstone in a much larger organized effort to address this 'booming' need."
Check out the OralLongevity Web site at http://orallongevity.ada.org.