Dr. Meg Dombroski
COUNCIL ON COMMUNICATIONS
In FY24, the Consumer Awareness Program (CAP) achieved remarkable results, driving nearly 10 million users to the consumer website and setting a record for the AAO! Building on this momentum into FY25, we continued to drive over 2 million users to the site in June and July, marking a 10% increase compared to last year.
As we continue into FY25, we are excited to advance several key initiatives to enhance our outreach efforts further. The Science of Smiles Campaign, which launched in Spring 2024, will continue throughout the fiscal year. This campaign features engaging educational videos designed to highlight orthodontists as leading experts in the specialty. CAP digital ads have already demonstrated strong performance across digital channels, with additional episodes being released throughout the year.
The Bullying Bites campaign, now in its sixth year, will run again this October during National Bullying Prevention Month. This year’s campaign will expand to include public relations outreach and a partnership with Kind Lips lip balm to promote kindness and awareness. Visit the Practice Marketing Tools page for free resources, program enhancements and to order shirts for your whole team!
We are also partnering with the American Association of Oral and Maxillofacial Surgeons (AAOMS) and the American Academy of Pediatric Dentistry (AAPD) to launch a new PSA titled “Milestones Met, Healthy Teeth Set” in early 2025. This PSA will emphasize the importance of specialty dental visits at ages 1, 7, and 15.
Additionally, we will celebrate AAO’s 125th anniversary starting on January 1, 2025. This milestone will be commemorated with various programs, marketing initiatives, and events highlighting the AAO’s enduring legacy and commitment to excellence.
For member marketing updates in FY25, we continue to focus on keeping members informed through multiple channels. This includes the weekly eBulletin, with an open rate exceeding 60%, targeted emails, social media updates, and text messages. The Member Minute video series will continue, featuring insights from AAO doctor influencers about important news and member benefits. We will also enhance our outreach to orthodontic office managers and staff with a new quarterly communication plan starting in September 2024. These emails will include information about upcoming AAO marketing campaigns, events, and relevant educational opportunities. We’ll also keep updating ortho staff emails throughout the year—sign up to keep your team connected and informed. Lastly, we will keep improving the Member Website to enhance content accuracy, search functionality, and overall user experience.