What is the AAO doing to educate the public?

CAP: Strategy | CAP: By The Numbers | CAP: Member Perspectives | CAP: Get Involved

 

What’s the AAO doing to educate the public?

  • The AAO’s Consumer Awareness Program is the ONLY mass awareness campaign working to raise awareness among consumers about the benefits of orthodontic treatment provided by orthodontists, and promote orthodontists as specialists.
  • In an effort to better reach potential patients and/or parents of potential patients in the modern age, and to better serve AAO members who support the CAP, in 2017 the COC re-tooled the CAP to focus on digital marketing, which can reach as broad or as niche an audience as desired. Digital marketing platforms currently being utilized include paid search (Google, Yahoo! and Bing), website ads, social media outlets (Facebook, Instagram, Twitter, Snapchat), email marketing, online video, and much more. 
  • The goal of the current campaign is to drive people to the consumer website (aaoinfo.org) to learn more about orthodontists and the importance of getting orthodontics by orthodontists; and also where they have the opportunity to locate nearby AAO members through the ‘Find an Orthodontist’ service. 

What about results?

  • 2018 was a momumental year for the CAP. Total annual visits to the AAO consumer website have increased significantly – a 311% increase when comparing total annual visits 2017 (1,819,477) versus 2018 (7,491,818), and a 1,730% increase when comparing 2016 (409,290) to 2018.
  • Why are visits to the website important? 90-95% of today’s consumers conduct research online before making any purchase decision – including an investment in something like orthodontic treatment. The increase of traffic to our website tells us the CAP is successful at making the AAO more visible and easily found online; and more patients are being educated about the importance of seeing an orthodontist. With the robust amount of patient education materials on the consumer website, we want consumers to find it and learn the importance of seeing an orthodontist. 

Where is it even running? I never see the ads?

  • Believe it or not, the CAP has campaign strategies running all over the United States, Canada, and Puerto Rico – reaching consumers wherever they might be. While there’s a slight chance you personally may not have seen an ad, it’s likely because you might not fall directly into one of our target audiences.
  • While our limited budget may not allow us to appear as often or as many places (such as TV) as larger companies with $100+ million marketing budgets, rest assured – the AAO is actively engaging with the general public, right in your backyard. As an example, below is a breakdown of 2018 numbers broken down to state levels. While AAO CAP ads appeared online to users over 1.4 BILLION times over the course of the year, you can see they were delivering in every state.

How can I get involved or help spread the CAP message?

Further questions about the CAP?

 

2018 CAP RESULTS BY STATE – UNITED STATES:

 

STATE  TOTAL AD IMPRESSIONS   WEBSITE VISITORS  INCREASE YOY (2017 vs 2018)
Alabama                              29,023,742                          92,662 295%
Alaska                                 3,370,634                             8,201 326%
Arizona                              27,105,686                        100,529 378%
Arkansas                              11,842,579                          36,801 210%
California                            146,604,229                        585,129 357%
Colorado                              19,951,370                          78,311 358%
Connecticut                              15,101,170                          56,914 442%
Delaware                                 4,090,798                          11,822 407%
District of Columbia                                 7,051,552                          97,371 262%
Florida                              85,604,407                        406,154 388%
Georgia                              60,962,924                        290,792 283%
Hawaii                                 5,751,470                          23,506 289%
Idaho                                 6,017,767                          16,756 313%
Illinois                              72,287,768                        329,592 302%
Indiana                              31,957,041                        108,811 214%
Iowa                              16,508,169                          41,348 261%
Kansas                              19,404,822                          47,547 361%
Kentucky                              19,088,539                          62,483 257%
Louisiana                              20,682,063                          74,342 256%
Maine                                 4,983,394                          16,692 333%
Maryland                              22,547,133                          70,372 366%
Massachusetts                              28,590,275                        120,170 321%
Michigan                              47,787,431                        207,578 313%
Minnesota                              34,073,514                        109,795 334%
Mississippi                              14,135,548                          38,989 210%
Missouri                              32,335,723                        121,240 289%
Montana                                 3,848,026                          10,541 278%
Nebraska                              10,490,473                          43,978 286%
Nevada                              12,332,348                          66,205 363%
New Hampshire                                 5,084,758                          16,692 333%
New Jersey                              38,059,451                        147,114 451%
New Mexico                                 7,421,412                          20,788 256%
New York                              81,192,338                        369,504 266%
North Carolina                              45,393,190                        227,249 225%
North Dakota                                 3,993,734                          10,637 331%
Ohio                              56,680,983                        183,864 359%
Okalahama                              18,954,459                          62,731 355%
Oregon                              14,228,701                          52,810 391%
Pennsylvania                              48,601,770                        190,762 305%
Rhode Island                                 5,323,867                          19,577 386%
South Carolina                              21,712,097                          67,888 266%
South Dakota                                 3,838,089                             9,960 266%
Tennesse                              32,305,311                        143,771 224%
Texas                            133,977,577                        613,780 281%
Utah                              10,608,420                          44,215 421%
Vermont                                 2,223,329                             6,964 350%
Virginia                              34,137,148                        124,924 366%
Washington                              29,028,928                        109,377 378%
West Virginia                                 7,254,769                          20,299 216%
Wisconsin                              27,097,198                          89,927 275%
Wyoming                                 2,100,739                             5,830 236%
 TOTAL                        1,442,748,863                    5,813,294  

2019 CAP RESULTS BY PROVINCE – CANADA:

 

PROVINCE  TOTAL AD IMPRESSIONS   UNIQUE REACH   WEBSITE VISITORS   INCREASE ’18 to ’19 
Ontario                    5,840,279        1,490,915                 52,043 1039%
Manitoba                       776,125           208,892                   5,134 1670%
Newfoundland                       769,419             81,918                   3,562 2322%
Prince Edward Island                       193,188             32,767                      671 1421%
Quebec                    4,632,510           942,062                 43,622 2970%
New Brunswick                       775,554           155,645                   4,227 2038%
Nova Scotia                       772,198             86,014                   4,794 1787%
Alberta                    2,042,195           483,319                 19,660 200%
British Columbia                    1,923,290           516,086                 18,448 812%
Saskatchewan                       711,696           147,453                   4,808 1470%
Northwest Territories                          43,512             43,512                      191 814%
Nunavut                          30,256               8,192                        76 1880%
Yukon                          22,404               4,048                      143 1350%
CANADA TOTAL                 18,532,626       4,200,823              157,379