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ADA Find-a-Dentist celebrates one-year anniversary

More than 2.17 million visited revamped online search tool

April 02, 2018

By Kimber Solana

Find-a-Dentist, the ADA's online search tool that allows potential patients to easily find an ADA dentist in their area, launched one year ago this month. And based on the numbers, the response has exceeded the Association's goals and expectations.

From April 2017 through April 2018, the Find-a-Dentist online search tool received more than 2.2 million site visits. These resulted in over 530,000 searches and more than 1 million profile views.

"We're thrilled to see such great traffic on this site designed to get more patients for our members," said Dr. Robin Reich, chair of the ADA Council on Communications.

Image of Find A Dentist graphicWhen compared to the online traffic of the former Find-a-Dentist tool, site visits jumped 1,891 percent from 2016 to 2017.

Updating the online search tool is part of a planned $18 million, three-year initiative to drive utilization of dental services for ADA members. The ADA House of Delegates approved a resolution for the campaign, presented by the ADA Council on Communications, in 2016.

According to Health Policy Institute data, ADA members have the capacity to see more patients. Based on audience research and technology, HPI 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, according to the strategy.

To promote the online search tool, the initiative includes a national ad campaign, which launched in July 2017. The campaign's ads are a mix of display advertising, including animated banners on websites, search engine ads and sponsored social media posts. Because the target audience understands the importance of taking care of their teeth, according to the HPI strategy, the messaging encourages consumers to schedule a checkup to preserve their oral health.

The ADA regularly optimizes the ad campaign by removing less effective ads and increasing visibility of top performing ads to drive the most efficient traffic and searches on the site.

In addition, a three-year collaboration with CVS Pharmacy, which has 7,900 retail locations nationwide, includes the promotion of the Find-a-Dentist online resource.

Prospective patients who visit the Find-a-Dentist online search tool can search and find ADA member dentists in their area based on distance and dental benefits coverage. It also allows patients to contact the practice via email or phone to make appointments.

"We need all the eligible members to upload a photo to take advantage of these great results," Dr. Reich said.

ADA member dentists with completed profiles with photos are prioritized in the online tool's search results. As of March 2018, about 48,000 ADA members have profiles with photos.

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