Pacific Coast Society of Orthodontists Bulletin Summer 2017 - 13

PCSO Business

Component Reports
aimed to make the public aware of the pitfalls of
Do-It-Yourself (DIY) braces. Canadian Broadcast
Corporation picked up the press release and it
was featured on local television, local and
national radio, and online. CTV news also featured the article on local television. The Vancouver Sun ran the article in print and online.
Subsequently, the National Post circulated the
article online and the reach was across
Canada. The total estimated impressions for the
BCSO's AAO material was over 35.6 million
impressions.
With our own funds, the BCSO has continued its
partnership with the local media firm Centrifuge
Media. Centrifuge Media has improved the BCSO
website, making it more informative for the public and easier to locate an orthodontist in BC.
Using earned media, BCSO's goal is to drive more
traffic to the website. Centrifuge Media has also
helped the BCSO support the PGA of BC and
Canucks junior golf week with materials to promote health and fitness for youth. Seven hundred
and fifty children, ages 5 to 18 years old, are
expected to take part in this exciting event. Centrifuge Media is also planning more localized
media campaigns in the province.
We had one meeting in 2017 that was combined
with the Pacific Dental Conference (PDC), which
allowed us to have more members from around
the province. We updated the membership about
the new PR firm and how we need to be a cohesive group with strong membership involvement
to be successful in making the public aware of
orthodontics and orthodontists. Our annual general meeting is scheduled for June 9, 2017, and
will feature lectures from the faculty at the University of British Columbia graduate orthodontic
program.
One of our members, Dr. Jay Philippson, was
recently elected as a line officer in the Canadian
Association of Orthodontists and will be the
president in 2020-2021.
Dr. Todd Moore
President, Vancouver, BC
Summer 2017  PCSO Bulletin

California
CAO Consumer Awareness
Campaign Continues
The California Association of
Orthodontists (CAO) Consumer
Awareness Campaign continues in full swing
and is gaining traction. With guidance from our
public relations firm, The Summit Group, we
have experienced a substantially increased and
expanded outreach via social media channels,
print format, and news media outlets. Our message to incentivize consumers to seek treatment
by an orthodontic specialist has been "pitched"
and picked up by magazines, newspapers, and
television outlets across California. Information
on DIY orthodontics has been exceptionally well
received by the media. The CAO is exploring the
possibility of offering an "influencer event,"
where bloggers are provided information about
CAO and messaging to share with their followers. Many bloggers have thousands of followers
and this event would serve as a very effective tool
for broadening the scope of CAO's message.
CAO's expanded outreach also extends to our
website. An all-new, more colorful website has
already been launched and, as reported earlier,
is much more consumer-facing and friendly.
The home page offers attractive images and is
designed to give the public information on why
patients should select an orthodontic specialist
to provide their treatment. Prospective patients
are able to identify a CAO-member orthodontist
practicing nearby using a more robust version of
the orthodontic locator. CAO members are also
able to log in to the protected section of the site
to access consumer awareness materials that
they can customize for use in their respective
practices. In coming weeks, many more practice
management resources are planned for the
members-only area. If you haven't already done
so, go to our website to see what's new!
CAO's social media presence continues to expand
and we are using Facebook and Instagram channels to share news, events, and orthodontic treatment information with consumers. In addition, a

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http://www.caortho.org
Table of Contents for the Digital Edition of Pacific Coast Society of Orthodontists Bulletin Summer 2017
