acific Coast Society of Orthodontists Bulletin Summer 2018 - 8
PCSO Delegation Report
More change is in our future, as this year's HOD
activities were live-streamed, though not made
public, as part of a trial run. We are considering
streaming these proceedings in the future so
that all AAO members may view them in real
time. Also, this year marked the first time that
online open testimony from AAO members at
large was considered in all three Reference Committee rooms. No longer does a member have to
be in attendance at the AAO Annual Session to
express an opinion on the posted resolutions presented to the HOD. This year's HOD also agreed
to attempt its first virtual House of Delegates
meeting in the late fall, whereby the House can
vote on pressing matters facing the AAO. The
rules and protocols were approved to permit all
delegates of the AAO the ability to vote on specified, yet urgent issues.
Consumer Awareness Program Progress
The last several years of HOD deliberations have
given consideration to funding for the AAO's
Consumer Awareness Program (CAP). The CAP
has now taken a strong role in digital marketing
under AAO Director of Communications Katie
Maassen. Statistics such as a 6,400% increase in
online activities are astounding, to say the least.
The direct-to-consumer companies are spending
hundreds of millions of dollars to tell the public
their story, yet the AAO budget hovers around
only $7 million. The HOD felt that the CAP assessment for this year should remain unchanged at
$600 per member. Every year statistics and
reports are filed for the HOD that revisit the
effectiveness of the CAP campaign. It is critical
that our members remember the intention of the
CAP, which is strictly consumer awareness.
The PCSO delegation hard at work at the annual House of Delegates meeting
8
PCSO Bulletin Summer 2018
Table of Contents for the Digital Edition of acific Coast Society of Orthodontists Bulletin Summer 2018
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