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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?

  • The CAP momentum continued in 2019, generating over 5.9 million annual visits to the AAO consumer site. The ‘Find an Orthodontist‘ service also saw over 1 million views – a 324% increase when compared 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.

Can I use these assets for my practice?

Of course! Promote your practice on a local level with a variety of digital materials:

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

Further questions about the CAP?

2019 CAP RESULTS BY STATE – UNITED STATES:

STATE TOTAL AD IMPRESSIONS  WEBSITE VISITORS  INCREASE YOY (2017 vs 2019) 
Alabama                             15,734,788                            73,893214%
Alaska                                1,753,972                              6,637244%
Arizona                             18,453,287                            98,005365%
Arkansas                                7,235,839                            32,306212%
California                           107,528,259                          557,932336%
Colorado                             16,374,526                            79,881367%
Connecticut                                9,626,684                            54,879422%
Delaware                                2,422,422                            10,847364%
District of Columbia                                5,172,027                            63,965137%
Florida                             55,791,603                          338,022305%
Georgia                             47,651,940                          226,140197%
Hawaii                                2,954,898                            17,392187%
Idaho                                3,199,053                            13,304227%
Illinois                             56,909,880                          297,088262%
Indiana                             21,800,341                            82,478137%
Iowa                             13,206,291                            42,092266%
Kansas                             11,067,082                            36,061249%
Kentucky                             14,358,324                            61,715252%
Louisiana                             12,269,041                            68,265229%
Maine                                5,200,074                            16,089317%
Maryland                             14,298,136                            65,654334%
Massachusetts                             22,493,120                          117,751312%
Michigan                             36,960,305                          164,589227%
Minnesota                             20,801,332                            94,066272%
Mississippi                             10,553,601                            42,414236%
Missouri                             18,466,850                            95,411205%
Montana                                2,668,595                              8,964221%
Nebraska                                7,746,508                            37,216227%
Nevada                                7,368,419                            44,721212%
New Hampshire                                3,547,842                            16,058347%
New Jersey                             30,150,185                          140,887427%
New Mexico                                5,827,307                            22,613287%
New York                             63,356,557                          361,123257%
North Carolina                             34,513,143                          185,847165%
North Dakota                                3,009,010                            10,414321%
Ohio                             40,488,209                          156,897291%
Oklahoma                             10,095,159                            47,395243%
Oregon                                8,550,949                            47,500341%
Pennsylvania                             36,857,567                          172,961267%
Rhode Island                                3,501,488                            21,902443%
South Carolina                             13,667,122                            62,337236%
South Dakota                                3,516,980                            11,447321%
Tennessee                             23,648,317                          143,301222%
Texas                             99,489,130                          535,854232%
Utah                                6,446,173                            36,858334%
Vermont                                1,994,664                              6,881345%
Virginia                             23,086,517                          110,617312%
Washington                             20,066,186                            95,699317%
West Virginia                                6,245,567                            21,952241%
Wisconsin                             18,409,086                            80,235234%
Wyoming                                1,381,554                              5,379209%
TOTAL1,027,915,9095,141,934 


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                52,0431039%
Manitoba                      776,125          208,892                  5,1341670%
Newfoundland                      769,419            81,918                  3,5622322%
Prince Edward Island                      193,188            32,767                     6711421%
Quebec                   4,632,510          942,062                43,6222970%
New Brunswick                      775,554          155,645                  4,2272038%
Nova Scotia                      772,198            86,014                  4,7941787%
Alberta                   2,042,195          483,319                19,660200%
British Columbia                   1,923,290          516,086                18,448812%
Saskatchewan                      711,696          147,453                  4,8081470%
Northwest Territories                         43,512            43,512                     191814%
Nunavut                         30,256              8,192                       761880%
Yukon                         22,404              4,048                     1431350%
CANADA TOTAL                18,532,626      4,200,823             157,379