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.

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?

2018 CAP RESULTS BY STATE – UNITED STATES:

 

STATE TOTAL AD IMPRESSIONS  WEBSITE VISITORS INCREASE YOY (2017 vs 2018)
Alabama                             29,023,742                         92,662295%
Alaska                                3,370,634                            8,201326%
Arizona                             27,105,686                       100,529378%
Arkansas                             11,842,579                         36,801210%
California                           146,604,229                       585,129357%
Colorado                             19,951,370                         78,311358%
Connecticut                             15,101,170                         56,914442%
Delaware                                4,090,798                         11,822407%
District of Columbia                                7,051,552                         97,371262%
Florida                             85,604,407                       406,154388%
Georgia                             60,962,924                       290,792283%
Hawaii                                5,751,470                         23,506289%
Idaho                                6,017,767                         16,756313%
Illinois                             72,287,768                       329,592302%
Indiana                             31,957,041                       108,811214%
Iowa                             16,508,169                         41,348261%
Kansas                             19,404,822                         47,547361%
Kentucky                             19,088,539                         62,483257%
Louisiana                             20,682,063                         74,342256%
Maine                                4,983,394                         16,692333%
Maryland                             22,547,133                         70,372366%
Massachusetts                             28,590,275                       120,170321%
Michigan                             47,787,431                       207,578313%
Minnesota                             34,073,514                       109,795334%
Mississippi                             14,135,548                         38,989210%
Missouri                             32,335,723                       121,240289%
Montana                                3,848,026                         10,541278%
Nebraska                             10,490,473                         43,978286%
Nevada                             12,332,348                         66,205363%
New Hampshire                                5,084,758                         16,692333%
New Jersey                             38,059,451                       147,114451%
New Mexico                                7,421,412                         20,788256%
New York                             81,192,338                       369,504266%
North Carolina                             45,393,190                       227,249225%
North Dakota                                3,993,734                         10,637331%
Ohio                             56,680,983                       183,864359%
Okalahama                             18,954,459                         62,731355%
Oregon                             14,228,701                         52,810391%
Pennsylvania                             48,601,770                       190,762305%
Rhode Island                                5,323,867                         19,577386%
South Carolina                             21,712,097                         67,888266%
South Dakota                                3,838,089                            9,960266%
Tennesse                             32,305,311                       143,771224%
Texas                           133,977,577                       613,780281%
Utah                             10,608,420                         44,215421%
Vermont                                2,223,329                            6,964350%
Virginia                             34,137,148                       124,924366%
Washington                             29,028,928                       109,377378%
West Virginia                                7,254,769                         20,299216%
Wisconsin                             27,097,198                         89,927275%
Wyoming                                2,100,739                            5,830236%
 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                52,0431039%
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