From the Hip is a series of short commentaries on items culled from the ADA News and other organized dentistry mouthpieces. Each is the opinion of the editor noted, and does not necessarily represent the policy or platform of AIDA.

ADVERTISING OUTREACH PROGRAMS TO EDUCATE MEMBERS

ADA NEWS 11/3/97

The ADA plans to spend $800,000 of our dues dollars to sell its membership on its "public awareness campaign". Several comments here. First of all, if the visionaries among our leadership have finally recognized our abject failure to educate the public regarding dental health, it is their responsibility to navigate this vision through the reactionary elements of organized dentistry. Don’t let this be like a referendum to raise taxes- then it won’t happen no matter what the benefit.

Secondly, look at this expenditure. This is another classic example of organized dentistry wasting capital to sell itself to its own membership. Why not use existing channels? Think of the media exposure to be purchased with $800K. Let’s not spend so much on planning that we limit our ability to achieve our true goals. Let’s not over-study this and get too little too late.

Thirdly, where are the manufacturers? The dental manufacturers, suppliers, and adjunctive service providers spend millions of dollars marketing to us. Where is the campaign to have them involved in the costs of marketing dental health to the public? They will certainly reap the benefits of a successful campaign.

Finally, the emphasis must be on the quality of the presentations. Too many regional attempts at marketing dental health to the public have been unsuccessful because of lack of vision. Recent campaigns in Florida have been the equivalent of, "When seeking a dentist, be sure to find a member of the [Podunk] Dental Society". What does this communicate to an unknowledgeable public? Nothing was accomplished except the squandering of dues money. Mass external marketing of dental health may be the number one solution to taking dentistry back from those who would usurp it. But, the message must be right, the format must be appealing to the audience, and we must be patient enough to give the campaign time to work.

Editor, K. Randall Groh, DDS

Please use the "BACK" button on your browser, or select to return to the Navigation Page.

8American Independent Dentist's Association
Last update 01/29/98