The ADA is launching a new, 3-year digital consumer advertising campaign to get more patients in members’ chairs. This $18 million investment is designed to address the “busyness” gap identified by the ADA Health Policy Institute (HPI). As part of their research, HPI found that ADA member dentists have the capacity to see more patients. It also identified 19.6 million potential patients who believe in the importance of dental visits but for various reasons are not following through to make an appointment.
To capitalize on this opportunity, paid search and digital ads targeting these potential patients will direct them to the new ADA® Find-a-Dentist™ tool to book an appointment.
The new Find-a-Dentist tool provides consumers with a user-friendly experience and additional search fields to easily find an ADA dentist. Prospective patients will be able to search by payment options, benefits accepted, dental specialty and zip code. They can then contact the practice via phone or email to make an appointment. In a later phase of this campaign, functionality will include an online scheduling tool.
Before the marketing campaign begins in May, the ADA is encouraging members to make the most of this opportunity. Here are some ways you can benefit from this initiative.
1. Update Your Profile at ADA.org/MyADA
Completed profiles appear at the top of the search results in the new Find-a-Dentist tool, so get yours ready to go. Updating your profile is easy and only takes 5 minutes. Start by visiting ADA.org/MyADA and login using your user ID (ADA member number) and password.
My ADA member profiles have been updated with new fields of information based on feedback from patients on what they look for when they search for a dentist. You’ll be able to add multiple business addresses and business hours, practice focus, types of patients you treat and which forms of payment and benefit plans you accept. Making it easy for potential patients to get the information they’re looking for benefits both the patient and the dentist.
Be sure to include a practice description, website and email so your future patients can learn more about you and easily connect.
2. Add a Recent Profile Photo
If you don’t have a photo, add one today! Profiles with photos get 11 times more clicks than those without, and they show up higher in search results.
If you do have a photo, make sure it’s current and a close-up. (Think about a passport photo: Include your head and shoulders – but unlike a passport photo, you can smile!) Your My ADA profile now has a cropping tool, but zooming in too much on a photo taken from far away can affect the quality of the image.
3. Bookmark ADA.org/findadentist
Visit ada.org/findadentist today for all the latest updates about the campaign, as well as resources to help you communicate with patients and promote your practice.
4. Get New Patients – and Possibly a New Mercedes
A complete profile puts you at the top of the search results list – and in the running for our grand prize! Complete your profile by May 1, 2017 to win a Mercedes Benz C class sedan or GLC SUV 12-month lease – or a $10,000 cash award. And if you’re one of the first 5,000 to complete your profile, you will receive a free sample pack of patient brochures. All active licensed members practicing in the U.S. are eligible to win. Get started today!