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ADA rolls out spring Find-a-Dentist ad campaign

March 04, 2019

By Kimber Solana

Screen capture of Find-a-Dentist online campaignSoon, gone are the gray days and snow for more sunlight and warmer weather.

However, the annual spring cleaning practice shouldn’t just include clearing out cabinets, dusting book shelves and cleaning upholstered furnishings. Teeth could also use a good cleaning.

“The sun is shining,” an online banner ad says. “Make sure your smile is, too.”

In an effort to help potential patients find ADA member dentists in their area, the Association will roll out a springtime-themed advertisement campaign for Find-a-Dentist, encouraging them to add a dental visit to their spring cleaning to-do list.

“Even if a patient brushes twice a day as recommended, they can’t get into every nook and cranny,” said Dr. Gigi Meinecke, ADA Council on Communications chair. “The new ads help remind patients that dentists are there to take care of those hard-to-reach spots and their overall health. The ads also create awareness of and strengthen the ADA brand to the public.”

The campaign’s ads are a mix of display advertising, search engine ads and animated banners on websites reminding people that dentists can help make teeth spotless and showcasing the importance of teeth in one’s overall health.

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.

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.

“Your teeth are amazing,” the ads say. “Your ADA dentist can keep them that way.”

The ADA’s target display ads will appear among sites the target audience visit, including usatoday.com, cnn.com, espn.com and weather.com. Video ads will also appear on Hulu, Facebook and Youtube beginning April 30, a first for the Find-a-Dentist campaign.

In addition, ads utilizing other springtime traditions, including St. Patrick’s Day and the NCAA March Madness basketball tournament, will also appear.
 
“Don’t leave your dental health to luck this spring!” one Facebook ad says. Another says, “No matter which team you’re cheering for — don’t let your dental health get lost in the madness!”

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.

As of February 2019, the ADA Find-a-Dentist website has received 5 million visits.  Since the campaign started, 17 percent of potential patients using the Find-a-Dentist tool took another step to connect with an ADA dentist via phone, email, visiting their website or sharing the information through the Find-a-Dentist site. The 17 percent number is much higher than the industry average of 1-4 percent, according to The ADA Integrated Marketing and Communications Division.

“Over the last two years, a lot of groundwork has been laid to ensure we have a strong tool and technology behind it. In addition to matching ADA dentists with quality patients, our members are seeing an overall increase in traffic to their practice websites — simply because they are in the [Find-a-Dentist] directory,” Dr. Meinecke said. “In this final year of the pilot program, armed with rich data and experience from the prior two years, we are poised to further fine-tune our campaign marketing efforts with greater precision and remarkable efficiency. Find-a-Dentist is a free marketing benefit for members at no additional cost, so, if you haven’t done so already, you should absolutely update your profile.”

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.