The American Dental Association, which represents 159,000 dentists, is seeking to support the newest generation of dentists by expanding its messaging to appeal to early-career dentists, who are more likely to be women and non-white. Created with Spool Marketing Communication, the campaign’s goal was to promote a resource for early-career dentists that supports them personally and professionally while also showing them the benefits of membership. 

The campaign drove engagement with the reimagined ADA Member App, created in collaboration with young dentists and dental students. The app is an exclusive member benefit that provides mentorship, a digital wallet to hold documents such as credentials and licensing information and a continuing education tracker. 

The member app launch captured bronze for Integrated Campaign of the Year among advocacy organizations in the Healthcare Marketing Impact Awards, 2023. It relied on a three-phase strategy across all paid, earned, shared and owned channels, targeting members through digital media, direct mail, the association’s social media channels, website updates and calling campaigns asking them to download the app. The group also launched sweepstakes and giveaways for those who downloaded and engaged with the app—such as through taking a career path quiz—and drew people in using peer-to-peer stories and testimonials. 

After about a year, the campaign surpassed its stretch goal of 20,000 downloads of the new app and drove action from nearly 13% of ADA members who engaged with the app, according to the advertising agency. More than 6,700 dentists entered at least one sweepstakes or giveaway, the agency said.