The Michigan Dental Association is the champion of organized dentistry and oral health for the Mitten State. Through its five divisions, the MDA equips and empowers dentists, educates the public, and lobbies for and against laws to ensure the highest quality of oral health care for all of Michigan.

One of the MDA’s key challenges is creating a demand for dentistry that ultimately helps their member dentists succeed. They chose to work with James & Matthew after an extensive RFP process because our digital and strategic capabilities are a perfect match for this challenge. We understood their need to re-position and make each marketing dollar count with an advertising strategy that relies on targeting precision and delivering the right message at the right time.

The Michigan Dental Association is the champion of organized dentistry and oral health for the Mitten State. Through its five divisions the MDA equips and empowers dentists, educates the public, and lobbies for and against laws to ensure the highest quality of oral healthcare for all of Michigan.

Over 5,000 dentists make up the embers of this organization, and a portion of the dues they pay fund a marketing budget. The challenge the MDA faces is using that budget to convert the public to patients who visit their local MDA Member Dentists practice. There is also the added challenge that comes with that – proving that the dentists dues directly correlated to an increased number of patients.

The MDA chose to work with James & Matthew after an extensive RFP process, because our digital marketing and strategic branding skillset was a perfect match for their unique challenge. We understood their need to re-position themselves and to make each marketing dollar count with and advertising strategy that relied heavily on digital.

37
bad dental puns made
16
of Shawarma consumed while talking strategy
12
miles traveled for client collaboration
Services Utilized
  • Digital Advertising
  • Branding
  • Social Marketing
  • Web Design
  • Photography
  • Video Production
  • Motion Graphics
37
bad dental puns made
16
of Shawarma consumed while talking strategy
12
miles traveled for client collaboration
Services Utilized

Digital Advertising
Branding
Social Marketing
Web Design
Photography
Video Production
Motion Graphics

It’s all about trust.

To start, we knew that one of our biggest challenges with public perception would be the general fear and apathy of going to the dentist. We monitored the MDA’s social channels and found several negative conversations happening around specific issues like fluoride in public water, the general cost of oral health care, and the lack of insurance coverage.

After assessing this information, we realized the primary barrier to increasing demand for dentistry is a lack of connection and trust. This informed our creative strategy moving forward. To connect the people of Michigan with an MDA Dentist, we needed to put real MDA dentists in the spotlight.

It’s all about trust.

To start, we knew that one of our biggest challenges with public perception would be the general fear and apathy of going to the dentist. After monitoring the MDA’s social channels we found several negative conversations happening about specific issues like fluoride in public water, the general cost of oral health care, and the lack of insurance coverage.

After assessing all of this information, we realized that the primary barrier to increasing the demand for dentistry was a lack of connection and trust. This informed our creative strategy moving forward. In order to connect the people of Michigan with an MDA Dentist, we needed to put real MDA dentists in the spotlight.

I am an MDA Dentist

After capturing candid interviews at the MDA Annual Session, we created short form video content that put member dentists in the spotlight. We also captured headshots for use in display and remarketing ads targeted within a one mile radius of each dentist’s practice. These assets came together in a campaign that brought maximum value to our client and a more personal connection to dentistry for the public.

Your MDA Dentist Can

This is the first campaign we launched for the MDA in 2016. Part of building trust and connection is educating without being condescending. These whimsical tips resulted in social conversation, which positioned the MDA to be a great listener as well. A remarketing and micro-site strategy was implemented to move our audience towards the “Find-A-Dentist” tool, which connects the public with a local MDA member dentist.

James Whitemore

A brand that can’t laugh at themselves is hard to take seriously. After going through the MDA/ADA advertising archives we found a campaign produced by Leo Burnett featuring the late, great James Whitmore. We kept his timely message the same and added our own musical twist, creating a songified version. What better way to connect with your audience than through a few laughs?

I am an MDA Dentist

After capturing candid interviews at the MDA Annual Session, we created short-form video content that put member dentists in the spotlight. We also captured headshots for use in display and remarketing ads targeted within a one-mile radius of each dentist’s practice. These assets came together in a campaign that brought maximum value to our client and a more personal connection to dentistry for the public.

Your MDA Dentist Can

To build trust with the public, we crafted a series of shareable facts and tips that were educational without being condescending. This series resulted in social conversation, which positioned the MDA to be a great listener as well. A remarketing and micro-site strategy was implemented to move our audience towards the “Find-A-Dentist” tool, which connects the public with a local MDA member dentist.

James Whitemore

A brand that can’t laugh at themselves is hard to take seriously. After going through the MDA/ADA advertising archives we found a campaign produced by Leo Burnett featuring the late, great James Whitmore. We kept his timely message and added our own musical twist. What better way to connect and build trust with your audience than through a few laughs?

The Results

18
2016 public campaign garnered more than 18k views on YouTube in initial 3 months.
900
Video views on Facebook in initial 3 months since starting the public campaign (video views which were for 3 seconds or more).
10
Increase in Facebook page likes to consumer-facing page.
47
Average social engagement rate of 47% for initial month of campaign - outperforming top dental associations across the country.
60 - 200
Campaigns have varied in performance from 60-200% increase in performance; this is a dollar for dollar comparison.
47
Pandora video campaign creative had CTR which performed 47% higher than Pandora benchmark.

Conclusion

Brands can no longer rely on a logo or campaigns featuring vague concepts to communicate value to their audience. In this social world, person to person connection is key. The MDA’s mission to help member dentists succeed is now becoming a reality as they showcase these dentists conveying passion for their patients. We’re excited to continue to share that story and play a small part in making Michigan smile.