2022 PUBLIC EDUCATION PROGRAM HIGHLIGHTS

The Public Education Program (PEP) has been an integral part of the ASO since 2016, helping to educate the public to ensure families across Australia are wellinformed when it comes to orthodontic treatment.

Last year, the program evolved to include a range of initiatives that have been effective in reaching and engaging our key audiences, and that generated over 11,000 potential new patients (leads) for members.

Search Strategy

In 2022, our search strategy focused on profession and query-based keywords. To do this we launched a video series inspired by popular search terms and phrases that where trending on Google during the year. These terms drove traffic to the OA website from YouTube and Google to educate consumers on all things orthodontics.

PEP’S 2022 ACHIEVEMENTS

• 538,480 people visited the OA website including 479,922 new visitors

• Our educational videos were watched 275,592 times on social media

• We reached 574,070 people through social media

• 80,692 people used the Finder Tool to search for a specialist orthodontist

Truth Fairy – ‘Check-up before they grow up’ Education Campaign

In 2022, the ASO launched the Truth Fairy education campaign to educate parents on the importance of seeing an orthodontist before the age of ten. After all, just one checkup before they grow up can pick up any potential issues that might become serious later and help parents plan for future treatment.

Parents of children age 8-10 are a key growth audience for ASO members. Starting the conversation with parents earlier – before they are even considering treatment - helps mitigate them defaulting to dentists for advice and ensures our patient pipeline long term.

See page 20 for a full report.