Membership Hack: Raise Awareness With Testimonials

How to hack it? The American Academy of Implant Dentistry runs a digital awareness campaign to help the public understand what implant dentistry is and how it helps people. The campaign includes a collection of testimonials  (opens in a new tab) in which patients tell how the treatments they received from AAID-certified dentists improved their lives. There’s also a PSA-style video that promotes the profession:

Why does it work? The testimonials give members a platform to demonstrate their skills, and the digital campaign serves as a way to promote AAID’s credential  (opens in a new tab).

“Patients don’t always know which qualifications their dentists have, and they don’t often ask. It’s important for us to be proactive,” says AAID President Natalie Wong. At the same time, she says, “the site helps dentists understand the importance of pursuing additional training in dental implants and the value of becoming credentialed.”

What’s the bonus? The digital campaign also makes direct connections between patients and AAID-credentialed dentists. A search tool  (opens in a new tab) helps consumers find an implant specialist in their area, and an “Ask a Dental Implant Expert” form  (opens in a new tab) provides a way learn more. Last year, the form collected nearly 400 patient questions.

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