by KEVIN KUO
The American Association of Endodontists (AAE) launches a new marketing campaign targeting the general public, particularly younger patients. This campaign's primary message focuses on the phrase "Worth Saving". The key being that natural teeth, like many other valuable objects in life, are worth saving over aggressive extractions. And even more specifically, natural teeth are worth saving by an endodontist.
The exact contents of the marketing campaign are unknown at the moment, as the marketing strategy just launched at the start of 2019. However, we do know that the ads will be posted on search engines, Facebook, and other online mediums. The ads will also involve comparing teeth with other things considered valuable by people. This year will be the first of a three-year planned campaign.
I do like the strategy imposed by the AAE, direct to patients. This is the same strategy popularized by the American Association of Orthodontists (AAO), where messaging to the public about straightening teeth was done directly. The AAO's marketing campaigns have been so successful that patients often seek orthodontic treatment without consultation with their general dentists.
Read here to read more about the "Worth Saving" campaign.