ADA Launches National Digital Advertising Campaign
July 10, 2017
CHICAGO – The American Dental Association (ADA) today launched a new national digital advertising campaign to encourage adults to visit a dentist. The campaign is set to reach 19.6 million prospective patients and connect them with ADA member dentists. The campaign launch is the first phase of a planned $18 million, three-year initiative.
The online ads are a mix of search advertising, sponsored Facebook posts and animated display advertising. Those who click on the ads will be sent to the ADA’s Find-a-Dentist online search tool.
The campaign uses the tagline “your teeth are amazing” to help reinforce the importance of taking care your teeth. "Your teeth can bite with 200 pounds of force," one ad says. "But they can't stop cavities on their own. Your teeth are amazing. Your ADA dentist can keep them that way."
“ADA dentists make a substantial impact on the health and well-being of their communities,” said Dr. Joseph P. Crowley, ADA president-elect. “Our research indicated that many people understand the importance of regular dental visits, but their busy lives get in the way of scheduling an appointment. This campaign reminds them that seeing a dentist is an important part of taking care of their teeth.
The online search tool allows prospective patients to easily find an ADA member based on distance and office hours, and it allows patients to contact the practice via email or phone to make appointments.
The ADA House of Delegates approved the initiative at its 2016 annual meeting, which is based on research insights from the ADA Health Policy Institute and a comprehensive study to identify prospective patients most likely to seek oral health care.
Editor’s Note: Reporters are invited to follow the ADA on Twitter @AmerDentalAssn
About the ADA
The not-for-profit ADA is the nation's largest dental association, representing 161,000 dentist members. The premier source of oral health information, the ADA has advocated for the public's health and promoted the art and science of dentistry since 1859. The ADA's state-of-the-art research facilities develop and test dental products and materials that have advanced the practice of dentistry and made the patient experience more positive. The ADA Seal of Acceptance long has been a valuable and respected guide to consumer dental care products. The monthly The Journal of the American Dental Association (JADA) is the ADA's flagship publication and the best-read scientific journal in dentistry. For more information about the ADA, visit ADA.org. For more information on oral health, including prevention, care and treatment of dental disease, visit the ADA's consumer website MouthHealthy.org