Below is a recap of our 2019 Public Campaign approach, along with a call for feedback on the content we’re planning. We're excited to work with you to ensure the content we produce is rooted in the expertise of MDA dentists. Please submit feedback by November 21st.
Simply put, we’re going to own our place as the most trusted resource for oral health through our campaign efforts in 2019.
This year, we’re putting a heavy focus on education. We believe that through education we can influence behavior.
We’re going to drive this position home both in the way we distribute and create campaign content.
These challenges are nothing new. Fear or negative emotions, the wrong information and bad habits, and creating interest in oral health topics are challenges you’re up against in your practice as well.
These challenges all have simple solutions. Providing knowledge reduces fear, providing resources equips our audience to change bad habits, and delivering it all through engaging stories will capture interest.
We’re going to build content that affects lifestyles at their core by acting as a publisher. A publisher is simply a brand who produces and distributes content regularly to inform their audience’s lifestyle.
This is the old model where the website and social media channels are overlapping on functions.
We will move to this model, where every social channel we use has a purpose and an audience, with content tailored for those things. The Smile Michigan site will have a new, intentional purpose for each of our audience’s as well.
This is our approach; taking the wealth of wisdom within the MDA, and sharing it with the right people, in the right places, at the right time.
Over the next few images you’ll see our intended audience groups, messages and topics, and preliminary content series ideas. Please review and provide feedback through the form in the next section.
At a high level, these are the audience’s we’ll be targeting. Each group have different motivations, questions, and impressions of dentistry and oral health care. We’re going to speak to them with these unique differences in mind.
These topics cover the key messages approved by the board. We’ll be touching on each of these through the content we create.
In this slide are ideas for content series. For the Family Influencer, a series that features kids talking with dentists about oral health topics could be a hit. For Millennials, pragmatic how-to’s and what to expect videos might do the trick. For Our Cost Conscious Adults, hearing from dentists on topics like affordability or at home care might give them the resources they need to take their next step.
Provide Your Feedback & Ideas
After reviewing the creative overview, provide your feedback and/or additional ideas in the form below.