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ADA Find-a-Dentist increases online ad campaign during high utilization months

July 30, 2018

By Kimber Solana

That bowl cut hairstyle. A generic background. Those dated clothes. And that awkward smile towards the camera.
    
"You can't change your old photos, but you can make sure your smile is ready for new ones," according to a Facebook post, which directs potential patients to the ADA Find-a-Dentist website.
    
In an effort to help potential patients find ADA member dentists in their area, the Association is ramping up its online advertisement campaign for Find-a-Dentist, especially during the high-utilization months of July through September.
    
Screenshot of Find-a-Dentist webpage
Throwback: In an effort to help potential patients find ADA member dentists in their area, the Association is ramping up its online advertisement campaign for Find-a-Dentist, especially during the high-utilization months of July through September.
"Whether it's for themselves or their children's back-to-school visits, this is a time of year when dental visits are top of mind for patients," said Dr. Robin Reich, chair of ADA Council on Communications. "Ramping up our advertising presence now reminds them to look for an ADA dentist specifically."
    
The campaign's ads are a mix of display advertising, including the throwback school photo sponsored social media posts, search engine ads and animated banners on websites reminding people that your smile is the first thing people notice, and showcasing the importance of teeth in one's overall health.
    
"Your teeth are amazing," the ads say. "Your ADA dentist can keep them that way."
    
The ads 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 a digital strategy informed by research from the Health Policy Institute and based on audience research and technology.
    
Image of Find-a-Dentist graphic
Paparazzi: The campaign's ads are a mix of display advertising, search engine ads and animated banners on websites reminding people that your smile is the first thing people notice, and showcasing the importance of teeth in one's overall health.
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's targeted display ads will appear among sites the target audience visit, including weather.com, espn.com, cnn.com and usatoday.com.

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.

The ADA Find-a-Dentist online search tool, which launched in April 2017, 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.
    
As of June 2018, the ADA Find-a-Dentist website has received 2.8 million visits, with over 724,000 completed searches and more than 1.4 million profile views.
    
"More patients are searching for ADA dentists than ever through this campaign, and one of its greatest strengths is our member's participation in it," said Dr. Reich. "Consumers are rating the site favorably, and I believe this is in large part to our members with updated profiles giving them a strong first impression. If you haven't updated your profile, please do so today."
    
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.