In this issue - The American Academy of Dental Sleep Medicine

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8 ISSUE 4 | 2013 PR Campaign Expands to Raise More Awareness On Solid Ground, PR Campaign Forges Ahead Last year, we secured an agency to help raise awareness of oral appliance therapy (OAT) with consumers, resulting in the field of dental sleep medicine being included in nearly 2,000 articles and generating more than 100 million media impressions. Building upon this foundation, we’ve bolstered our efforts this year to further elevate OAT awareness with a focus on education and adoption. We are bringing exciting new programs into play, including a blogger campaign. Each of our activities provides more opportunities for sharing success stories and educating our audiences about the benefits of OAT. Working with Consumer Media Since the launch of the PR campaign, we’ve been building relationships with daily newspaper and magazine contacts across the country. We’re currently working with popular men’s, women’s and health magazines and the most prominent newspapers throughout the U.S. and Canada. Since the summer, we’ve garnered placements in several publications with others in the works. With ongoing outreach to TV, online, magazine and newspaper contacts, we continue to generate awareness for OAT as our messages are included in stories. Generating Online Buzz Patients often turn to the internet and online communities to ask sleep questions and share their personal sleep stories – making it an important location for planting dental sleep medicine messages. A blogger campaign will create partnerships with popular online destinations to create interest and build OAT awareness among influential digital communities. Launched in September, the AADSM blog tour, “Keep Calm and Sleep On,” is educating consumers on sleep apnea warning signs and the benefits of OAT. More than 15 bloggers are working with the AADSM to spread the word. Each one will dedicate a blog post and several social media updates to inform readers about OAT On Air and Informed The audio and visual aspects of broadcast media can help us to effectively communicate how OAT can help patients with sleep apnea. During our national TV media tour in August, lifestyle expert Andrea Jackson brought OAT into households across the country. More than 2.2 million total viewers were reached during morning news programs to hear how OAT is an effective alternative to CPAP and how easy it is to travel with. The segment aired in several of the top media markets – including New York, Los Angeles, Philadelphia and Boston – which allowed us to reach many people nationwide. Building Thought Leadership Our ongoing trade media efforts continue to expand the thought leadership of AADSM members among sleep and dentistry focused publications. By making a deeper impact with trade media, we will further elevate both awareness in and interest of the AADSM throughout the year. In May, trade media conversations were centered around the annual meeting. News articles on highlighted abstracts, awards and OAT trends appeared in several trade magazines, including Surgical Restorative Resource and Dentistry IQ. In October, we built on this momentum with a second webinar for Advance for Respiratory Care & Sleep Medicine hosted by AADSM president Dr. Gail Demko. During the webinar, “The Role of a Dentist in Sleep Apnea Treatment,” Dr. Demko discussed how dentists can work together with sleep physicians to improve both patient care and outcomes when it comes to sleep apnea treatments – such as OAT – based on her experiences and best practices. The webinar reached sleep doctors and dentists across the country, expanding the leadership and influence of the AADSM Bolstering Member Communications Throughout the past year, many members have taken advantage of the Member PR Toolkit. The AADSM Member PR Toolkit provides a guide for you to promote the national campaign locally. By using the toolkit’s resources – including media training tools, press releases and talking points – you can not only be an advocate for OAT, but you can increase awareness and demand for your dental practice. This year, we will bolster the toolkit with additional content to give you more resources for generating local publicity. The Member PR Toolkit can be downloaded on the “Promotional Resources” page of www.aadsm.org. Looking Ahead This year, our PR campaign brings the opportunity to expand our efforts by concentrating on education and adoption of OAT through the strategic initiatives already in place. We’re continuing to build awareness by integrating OAT into sleep apnea discussions and stories – happening online and in the media – and we look forward to educating even more patients on the benefits of OAT. About L.C. Williams L.C. Williams & Associates team brings 25 years of PR expertise to the AADSM, including consumer product expertise, experience with dental associations and a track record of success with health and sleep stories.
Progress makes perfect. ResMed Narval CC The first MRD with CAD/CAM precision technology – optimized for maximum comfort and compliance. From the company that pioneered CPAP therapy. Meet the next generation MRD, advancing therapy beyond thermoform and acrylic. Find out what makes Narval CC the right choice for you and your patients. Visit us at www.NarvalCC.com/progress or call 1-800-286-1993 ©2013 ResMed. Narval and Narval CAD/CAM technology are trademarks of ResMed SAS. Narval Progress Ad_Dialogue_Nov 2013_final.indd 1 10/3/13 2:35 PM
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