ADA Launches National Online Advertising Campaign

Dentistry Today


You may be seeing more new and returning patients, if the ADA’s latest efforts are successful. The organization is launching a new $18 million, 3-year campaign to encourage adults to visit a dentist. The initiative is set to reach 19.6 million prospective patients and connect them with ADA members.

The online ads will mix search advertising, sponsored Facebook posts, and animated display ads. Those who click on the advertisements will be sent to the ADA’s Find-a-Dentist online search tool. The campaign uses the tagline “Your teeth are amazing” to reinforce the importance of maintaining oral health.

“Your teeth can bite with 200 pounds of force,” says one ad. “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 Joseph P. Crowley, DDS, 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.”

Find-a-Dentist enables prospective patients to find ADA members based on distance and office hours. It also allows patients to contact these practices 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 healthcare.

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