Bright Idea: Straight from the patients’ mouths

The American Academy of Implant Dentistry understood there was a lot of confusion about the concept of “implant dentistry.”

As such, the association created a public awareness campaign to educate people about the industry. The campaign includes testimonials, a video and a website, all of which highlight the organization’s members.

The testimonials include patients discussing how implants have improved their lives and why it’s important to use a practitioner who is credentialed by AAID. The video translates a complex issue and turns it into an easy-to-understand visual display of the benefits.

From a public relations and marketing perspective, why is the campaign so effective?

The testimonials are powerful and personal. Each one tells the story of a life-changing incident made better. The key: They connect with the viewer, who, if dealing with a similar circumstance, can relate and perhaps imagine a similar outcome. Marketing 101: Know your audience, and the testimonials are on point. (Editor’s Note: This is my analysis.)

“Patients don’t always know which qualifications their dentists have, and they don’t often ask,” says AAID President Natalie Wong. “The site helps dentists understand the importance of pursuing additional training in dental implants and the value of becoming credentialed.”

Credentialing is at the crux of the organization, so it’s important to communicate why education matters. Continuous learning and professional development places AAID members ahead of their competitors, and the campaign helps highlight the importance.

For customers (the general public) the website offers a search tool for AAID-credentialed specialists. At the same time, as part of education efforts, there’s an “ask an expert” section that provides answers to some basic questions about the practice of dental implants.

Overall, the AAID is an effective, educational success.