AAOMS Informational Campaign Communicates the OMS Story

Abstract

As oral and maxillofacial surgeons, we have a unique and compelling story to tell, a story that is largely unknown to the average man or woman on the street. In 2012, the American Association of Oral and Maxillofacial Surgeons (AAOMS) House of Delegates authorized the Board of Trustees to explore and evaluate whether a public relations effort was feasible and whether such a campaign could effectively communicate the skills, training, and scope of oral and maxillofacial surgery (OMS) practice to potential patients and family decision makers and allied dental specialties. The board conducted a nationwide search to identify a public relations firm that was experienced in addressing health care issues, with a particular focus on dental specialty practice. Athorn Clark & Partners, a New York–based firm with an impressive resume and a successful long-term relationship with the American Association of Orthodontists, was selected to develop a multifaceted branding and public relations campaign. Their charge was to target the decision makers in demographic groups who most broadly use our core surgical services. Athorn Clark’s first order of business was to engage an independent research firm to survey public and professional audiences to gauge their knowledge and elicit their opinions about OMS. The results were eye opening. Consumers inwhat should be our target audience—young adults in their 20s and 30s, mothers of teenagers, and adults older than 50 years—were unfamiliar with our specialty and the range of services we provide. At the 2014 annual meeting, the House of Delegates reviewed the survey results and authorized funds to develop the AAOMS Informational Campaign as a branding and patient-education endeavor. Led by the Special Committee on the AAOMS Informational Campaign, we worked with Athorn Clark to create a recognizable brand that resonates with public