Pacific Coast Society of Orthodontists Bulletin Fall 2019 - 17

Trustee Report

Trustee Report, Fall 2019

Dr. Norman Nagel
PCSO Trustee

The new fiscal year for the American Association of Orthodontists (AAO) is underway for
2019-2020 (FY20) under the leadership of Dr.
Gary Inman, from the Southern Association of
Orthodontists. The Board of Trustees has just
completed their Board Planning Session for the
year in Providence, Rhode Island, and we are all
looking forward to another successful year. Ms.
Lynn Thomas Gordon continues as chief executive
officer, backed up by a dynamic team at 401 N.
Lindbergh Boulevard in St. Louis, Missouri.
In our last article in the Bulletin, we wrote about
the new Innovation and Transformation Fund
and the role of Ms. Mindi Tomey Brothers, vice
president of growth and transformation. Mindi
and her staff continue to bring new ideas to the
Business Development Committee. Once the
products or services are thoroughly vetted by the
committee, they proceed to the Board of Trustees
for further consideration. These products and
services are designed not only to increase nondues revenue but also to "engage and delight"
our members. Several ideas are in the pipeline
currently, and we hope to discuss them more in
future Bulletin articles.

Fall 2019

PCSO Bulletin

of converting the Consumer Awareness
Program (CAP) assessment into dues.
Investigation should include implications on each member class, implications on excess liquid reserves, as well
as dues rate, with a detailed report,
including specific recommendations for
funding the CAP, due at the 2019 Virtual
House of Delegates meeting. The task
force will work in consultation with the
Vice-President of Finance and will be
composed of the Secretary-Treasurer
of the AAO [American Association of
Orthodontists], two delegates from the
House of Delegates, a member of the
Council on Communications, a member
of the Council on Membership, Ethics,
and Judicial Concerns, and a member
from the Council on New and Younger
Members to be appointed by the AAO
President.

As members, you have all received your dues
statements for the year. Dues remain at $793/
year for active members. Also, the Consumer
Awareness Program (CAP) is funded for FY2019-
2020 at $8.2 million, which translates into an
$800 per year assessment for active members.
The assessment has been in place since 2005-
over 14 years-when CAP was started. As with
everything else in business, we have learned to
recognize that advertising is a "business expense"
or the cost of doing business in today's world. The
word, assessment, is in itself not a positive word.
The recent House of Delegates (HOD) resolution
regarding the CAP program (03-19 COC [S2-NESO,
S3-NESO], Substitute for Amendment to the Policy on CAP Assessment) included the following:

Except for August 2018, when the AAO website
was in transition, monthly website traffic for FY19
(June 2018-May 2019) has approached or significantly exceeded more than 400,000 visitors per
month. In October 2018, it surpassed more than
700,000 visitors for the month. With an increase
in advertising by direct-to-consumer companies
advertising their products, it remains critical for
our specialty that we continue to let the public
know what orthodontic treatment can do when
provided by an orthodontic specialist who does
an in-person evaluation and in-person supervision throughout treatment. Along with the AAO
website, the AAO has a Consumer Alert available
for consumers to review when they have a question regarding direct-to-consumer orthodontic
companies. The information can be found at
https://www.aaoinfo.org/1/online-orthodonticcompanies. You may wish to have extra copies
of this two-page alert available in your office if
patients have questions about this topic.

Resolved, that a task force be formed specifically to investigate the ramifications

How have AAO members perceived the overall
value of the new CAP strategy, digital campaign?

17


https://www.aaoinfo.org/1/online-orthodontic-companies https://www.aaoinfo.org/1/online-orthodontic-companies

Pacific Coast Society of Orthodontists Bulletin Fall 2019

Table of Contents for the Digital Edition of Pacific Coast Society of Orthodontists Bulletin Fall 2019

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Pacific Coast Society of Orthodontists Bulletin Fall 2019 - 2
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