COC 2026 NESO Update
Dr. Meg Dombroski
Freeport, ME
NESO Representative, Council on Communications
The AAO’s Consumer Awareness Program (CAP) continues to reach consumers at record levels. In FY 2025-26, 17.2 million consumers visited the AAO consumer website. Even more importantly, 7.6 million consumers visited the Find an Orthodontist locator, a 30% increase over the previous year.
As consumer search habits continue to evolve, one of CAP’s biggest areas of focus is ensuring the AAO and orthodontists remain visible wherever people are looking for answers. Search and Answer Engine Optimization (SEO/AEO) has become an important part of that strategy. AAO continues to develop and optimize consumer content so credible orthodontic information appears not only in traditional search engines, but also in AI-generated results on platforms such as ChatGPT and Google Gemini.
AAO is also exploring new ways to reach consumers directly through AI platforms. In June 2026, CAP began beta testing sponsored ads on ChatGPT. These ads offer another opportunity to reach consumers as they use AI to research orthodontic treatment questions, and early results have been encouraging.
This year, CAP will also build on the success of the Straight Answers, Bright Smiles campaign, expanding the animated consumer education series with new topics. Smiles at 7 Day and the Bullying Bites programs continue to grow, with an increased focus on giving members tools to activate the campaign locally and extend their impact.
On the member side, AAO is focused on making it easier for members to find the information and resources most relevant to them. The member website has a refreshed look. The Wire has been updated with a cleaner, more streamlined format, and by early summer 2027, members will begin to see more personalized communications based on their career stage and interests.
Together, these efforts help AAO meet consumers and members where they are today, while preparing for how they’ll search, learn and connect in the future.