14 08.2017 | DENTALECONOMICS.COM
NATIONAL DIGITAL CAMPAIGN
consumers, “ Your teeth are amazing!” and that
an ADA dentist can help keep them that way.
Part of the strategy behind the ad creative is
to encourage people to take care of their
mouths, without making people feel guilty
about missing appointments. Because who
likes to be lectured?
In addition to the “Your teeth are amazing!”
digital display ads, the campaign includes spon-
sored Facebook posts and search advertising.
This means that when potential patients search
for a dentist via Google or another search en-
gine, a link to the Find-a-Dentist tool will show
up toward the top of search results.
NEW ADA FIND-A-DENTIST TOOL
All ads direct users to the new ADA Find-a-
Dentist tool ( findadentist.ada.org). This tool
gives patients the information they need to
find a dentist near them. A complete profile
shows users a dentist’s photo, office location,
hours, accepted benefit plans, and languages.
A mapping function shows patients how far
they’ll need to travel to the office.
ADA member dentists can log in at ADA.
org and view metrics on the number of profile
views. State and local dental societies also
receive reports on completed searches and
profile views to gauge how the campaign is
working by region.
The Find-a-Dentist tool is for ADA mem-
bers only, and it is already proving to be a
great member benefit. Within weeks of the
new tool launch and before any promotion,
the ADA heard from an Ohio dentist who
welcomed a new patient who located her
through the Find-a-Dentist tool. The patient
drove 20 minutes to visit this dentist. Completed searches and profile
views are up 221% compared to the same time a year ago.
The tool has an 81% approval rating from consumers who have
completed more than 160,000 searches in three months prior to the
campaign launch. We don’t want anyone to miss out on this great tool.
The best way to get new patients through this initiative is to provide
a complete profile on the tool. Don’t forget to upload your photo,
because we know that photo profiles receive 11 times more clicks.
Plus, a photo helps elevate you in the search algorithm.
To find out how to fill out a profile or upload your photo, go to ada.
org/myada and login with your member user ID and password. If you
want more details, watch http://bit.ly/2vggh8U on the ADA’s You Tube
For dentists, the tool shows metrics on the number
of clicks their profiles receive. State and local dental
societies also receive reports on completed searches
and profile views to gauge how the campaign is
working by region.
CRAIG W. HERRE,
DDS, is a past president
of the Kansas Dental
Association, a delegate
to the ADA, and currently
chairs the Council on
Communications for the
ADA. He is a fellow of the
American College of
Dentists and the Pierre
Fauchard Academy. Dr.
Herre is the cofounder of
the Texas Center for
Occlusal Studies in
Dallas, Texas. He
maintains a private
practice in Leawood,
Kansas, with his son, Tim