Media Outreach

When President Obama mentioned root canal treatment in an unfavorable light in his State of the Union speech, stating that the bank bailout was as "unpopular as a root canal," the American Association of Endodontists responded. A news release distributed nationwide explained that President Obama unintentionally reinforced a myth and outdated misconception about the "unpopular" nature of root canal procedures. The statement went on to explain that root canal procedures should not be feared, and the AAE hopes the President and all Americans become better informed for the sake of their dental and total body health. The statement aired on ABC World News Tonight and National Public Radio and was picked up by numerous Web outlets, including "tweets" from slate.com and USA Today.

 

The AAE launched the third annual Root Canal Awareness Week on Friday, March 27, with a first-of-its-kind tandem television and radio media tour featuring University of Illinois at Chicago Educator Christopher S. Wenckus. Dr. Wenckus took part in a series of five- to 10-minute interviews with radio and television stations nationwide sharing tips on how to ease patients' fear of dental procedures, including root canal treatment.

The following stations aired live coverage of the tour:

Television Interviews
National   Family Net East Coast   WHAM-CW (Rochester, N.Y.) WGHP-FOX (Greensboro, N.C.) WNYT-NBC (Albany, N.Y.) WDTN-NBC (Dayton, Ohio)	Central Time   KVUE-ABC (Austin, Texas) KWTX-CBS (Waco/Temple-Bryan, Texas)
Radio Outlets
East Coast   WCXZ-AM, 740 (Knoxville, Tenn.) WGAW-AM, 1340 (Boston, Mass.)	Central   KFUO-AM, 850 (St. Louis, Mo.) WLPO-AM, 1220 (LaSalle, Ill.)

Additional interviews with Dr. Wenckus were recorded by the following stations and aired during the week of March 30 – April 3, 2009:

Television Outlets
Valder Beebe Show (Internet TV) WSB-ABC (Atlanta, Ga.) WLOX-ABC (Biloxi, Miss.) WNEM-CBS (Flint/Saginaw, Mich.) WFTX-FOX (Fort Myers, Fla.) KSEE-TV (Fresno, Nev.) WPXC-ION (Jacksonville, Fla.) BLAB-TV (Tampa, Fla.) WNCR-TV (North Carolina)	KHGI/WKNB-ABC (Lincoln/Hastings, Neb.) WSET-ABC (Roanoke/Lynchburg, Va.) KSLA-CBS (Shreveport, La.) WFLA-NBC (Tampa, Fla.) WQPX-ION (Wilkes-Barre/Scranton, Pa.) KCTU-ION (Wichita/Hutchinson, Kan.) CONN-TV (National)
Radio Outlets
Tennessee Radio WAKW-FM, 93.9 (Cincinnati, Ohio)	KTPI-FM, 97.7 (Los Angeles, Calif.) KCAA-AM, 1050 (Los Angeles, Calif.)

Additionally, nationwide print and online media outreach is taking place. To date, the AAE has secured placements in the following outlets:

• CafeMom.com (1.5 million unique visitors per month)
• Blue Ridge Times-News (Hendersonville, N.C.)
• Huntington Herald-Dispatch (Huntington, W.Va.)
• Springfield News-Leader (Springfield, Mo.)

Further coverage is anticipated throughout the week and will be posted here when available.

 

 

The November 2008 Journal of Endodontics published a study comparing the success and failure rates of endodontically treated teeth and those that were extracted and replaced with an implant. The findings concluded that while the success rate of each treatment was similar, significantly more dental implants required additional treatment or surgical intervention after the procedure.

An AAE press release promotes these findings to leading consumer print and broadcast outlets, as well as high-profile, health-related Web sites and wire services. Despite prominent media attention devoted to the presidential election, the Association was successful in reaching more than 65 million consumers and dental professionals.

Coverage included articles posted on WebMD and HealthDay, two top consumer health outlets online. In addition, CBS Newspath, a broadcast news feed that provides CBS affiliates with 24-hour coverage of breaking news and events, televised the news in its daily “HealthWatch” segment. The segment was aired more than 100 times by 79 stations around the country, reaching more than 1.8 million viewers.

 

 

On November 17, AAE President Louis E. Rossman participated in 20 radio interviews discussing the theme “Know Your Roots,” which encouraged listeners to understand their dental history and incorporated messages about the importance of saving your natural teeth through root canal treatment. Dr. Rossman also recorded an audio news release encompassing the same theme. Both directed listeners to the AAE campaign Web site for more information.

To date, the radio media tour and audio news release have reached more than 8.1 million listeners. The radio media tour featured Dr. Rossman speaking with morning drive radio hosts and aired in markets including Boston, Mass.; Charlotte, N.C.; Cincinnati, Ohio; and Syracuse, N.Y.

In addition, a prewritten news story has been submitted to local community newspapers around the country.

 

 

The AAE launched the second Root Canal Awareness Week from March 30 – April 5, 2008. Media outreach capitalized on the importance of mouth guard use among student athletes. In total, the Association garnered a total of 974 online, print and broadcast placements, reaching more than 40 million people to date.

This year's outreach produced 102 more placements than RCAW 2007, and reached approximately four million more people. Online and broadcast coverage increased in 2008, while print coverage remained roughly the same. Part of the broadcast increase was a wide-reaching audio news release and radio media tour, which earned twice as many media impressions as RCAW 2007.

Of note, print coverage appeared in leading outlets, including the Chicago Sun-Times, Tampa Tribune, San Diego Family Magazine, Reuters Health, Yahoo! and WCBS-TV (New York). Additionally, a prewritten news story was distributed on the use of mouth guards to prevent dental injury and the expertise of endodontists in saving avulsed teeth. The release has been printed in four publications to date, reaching approximately 234,900 readers.

As part of RCAW activities, members were again encouraged to reach out to their local media. The following members/groups are a few examples of those who secured placements in their area:

• AAE Vice President Clara M. Spatafore—Altoona Mirror in Altoona, Pa.
• Michigan Association of Endodontists—Developed its own press release and also secured an original article in the Port Huron, Mich., Times Herald  
• Dr. James A. Abbott—Press Democrat in Santa Rosa, Calif.

 

 

The morning of December 16, 2007, Chicago print and broadcast media reported the passing of an elementary school principal while undergoing general anesthesia in preparation for root canal treatment. Immediately, Association staff and leadership crafted and distributed to local media a carefully phrased statement explaining the safety of root canal treatment and anesthesia.

Dr. Christopher S. Wenckus, an endodontist and full-time educator at University of Illinois at Chicago Dental School served successfully as a spokesperson for the specialty in subsequent interviews. In addition to the below media clips, broadcast coverage included television segments on WBBM-TV (CBS), WLS-TV (ABC), WFLD-TV (FOX), WTTW-TV (PBS) and CLTV.

•  Chicago Tribune (PDF file, 137 KB)
•  Chicago Sun-Times (PDF file, 106 KB)
•  Chicago Defender (PDF file, 119 KB)
•  WBBM-AM 780 (PDF file, 194 KB)

 

 

A prewritten article and press release stressing the specialist nature of endodontists and comparing it to other medical specialists, including cardiologists and oncologists, was distributed to national consumer publications including the Wall Street Journal, Readers Digest, and Redbook. An audio news release and radio media tour supported ths initiative on December 13, 2007, with AAE President Shepard S. Goldstein serving at the AAE spokesman for this opportunity.

 

 

The New York Times published an article regarding access to dental care. In response to this article, the AAE produced talking points for member use in educating local media or patients about the issue. Additionally, members are encouraged to use the public awareness campaign's core messages and fact sheet for basic information on endodontists and the specialty.

General dentists and dental specialists across the country may be negatively affected by many of the statements presented in this article. We encourage all members to take an active role in educating your local media and community to present a balanced view of organized dentistry, and to highlight the many contributions of endodontists to underserved populations.

 

 

As a follow-up to national outreach on the importance of Baby Boomers preserving their natural teeth, OnFitness Magazine published an article on dental symptoms and included additional AAE facts. OnFitness is published monthly for those who are passionate about achieving peak health and fitness through a natural approach.

 

 

The AAE launched the first-ever Root Canal Awareness Week April 1 – 7. Media outreach capitalized on “April Fool’s Day” to discount foolish attitudes the public may have toward endodontics. Using a press release promoting root canal treatment and a timeline of endodontic innovations, positive articles were published in numerous newspapers and television outlets, reaching more than 36 million consumers nationwide. Click the below links to view clips from across the country.

•  Cincinnati Enquirer (PDF file, 90 KB)
•  Denver Post (PDF file, 96 KB)
•  Kansas City Star (PDF file, 105 KB)
•  Meridan Record Journal (PDF file, 343 KB)
•  Philadelphia Inquirer (PDF file, 117 KB)
•  Pittsburgh Post-Gazette (PDF file, 149 KB)
•  Raleigh News & Observer (PDF file, 122 KB)
•  Spokane Spokesman-Review (PDF file, 137 KB)

 

 

To promote findings from a December 2006 Journal of Endodontics study on the topic of regenerative endodontics, the AAE conducted nationwide media outreach to raise awareness of the specialty’s advancement in this burgeoning field. As a result, outlets including Reuters Health published articles on the study. Additionally, one of the study’s authors Dr. George T.J. Huang was interviewed by the New York Times’ syndicated news service Healthday. The subsequent article was published by 16 print and online outlets.

 

 

On October 4, the Chicago Sun-Times ran a news story about a dental spa opening in Chicago's south suburbs, with mention of the perpetual myth that root canal treatment is painful. In response, the AAE submitted, and subsequently saw published, a letter to the editor signed by AAE President John S. Olmsted, D.D.S., M.S.

 

 

In late October, nationwide media outreach was conducted to dispel the negative stereotypes surrounding root canal treatment. The goal was to help consumers better understand the truths about the procedure and lessen their fear/anxiety. The initiative focused on the myths of pain, duration of the procedure, post-treatment care, cost and overal post-treatment tooth health. Click here to download the press release.

To date, the AAE has received placements through United Press International, a wire distribution service, the Atlanta Journal-Constitution and a letter to the editor in the Raleigh News & Observer, in response to their story on the topic.

 

 

Media outreach was conducted in Chicago, New York, Miami, San Francisco and select national media promoting the state-of-the-art Tooth Atlas. The Atlas provides digital 3-D images of more than 10,000 teeth, giving users the ability to study complex root structure and dental anatomy with the click of a mouse. In addition to press releases, the AAE developed video footage for use with broadcast media.

To date, the AAE has received broadcast coverage from 11 FOX-TV affiliates across the country for a combined audience of more than 349,000. Additionally, articles about the Tooth Atlas have been published in Dental Economics and HealthNewsDaily.com.

 

 

Avulsed and knocked-out teeth are among the most common dental injuries people of all ages will face this spring as they engage in warm weather activities like soccer, softball, baseball and biking. April has been designated National Facial Protection Month, and presents a wonderful opportunity for endodontists to educate those at risk about the prevention of traumatic dental injuries.

AAE Student member Judy McIntyre, D.D.S., from the University of North Carolina–Chapel Hill recently conducted a study that assessed knowledge and behavior of elementary school staff members regarding the management of traumatic dental injuries before and after an educational intervention. Her research showed that any type of periodic education greatly improves traumatic dental injury knowledge and behavior.

The AAE prepared a press release that highlighted this study and emphasized the importance of mouthguard use by athletes. We encourage you to use this release in outreach to your local newspapers, television and radio station. Download the release here.

Read coverage of the AAE's avulsed tooth outreach efforts:

• DrKoop.com : April 21, 2006 (PDF file, 110 KB)
• Yahoo! Health : April 14, 2006 (PDF file, 147 KB)
• Washington Times : April 14, 2006 (PDF file, 110 KB)
• Medical News Today.com : April 12, 2006 (PDF file, 132 KB)

 

 

A number of recently published studies have focused on the adverse effects of drugs classified as bisphosphonates and a resulting condition known as osteonecrosis of the jaw. More than 30 million Americans take bisphosphonates, which are used to treat cancer and debilitating bone diseases such as osteoporosis and Paget’s disease.

Because there currently are no available randomized controlled trials or higher levels of clinical evidence, the AAE convened a special committee to retrospectively analyze case reports and expert opinions. On the basis of the committee’s work, the AAE released a position statement for endodontists and other dental professionals, which shares diagnosis and treatment considerations for patients presenting with bisphosphonate-associated ONJ. The statement includes an extensive reference list and a chart of commonly used bisphosphonates.

The AAE also took this opportunity to promote awareness of and build on its October 2005 media outreach on this emerging epidemic. The topic received coverage in the outlets below:

•  Salt Lake City Tribune:  June 20, 2006 (PDF file, 156 KB)
•   AARP Bulletin : June 2006 (PDF file, 854 KB)
•   AGD Impact : June 2006 (PDF file, 2.65 MB)
•   South Florida Sun-Sentinel : May 21, 2006 (PDF file, 114 KB)
•   Ft. Worth Star-Telegram: April 27, 2006 (PDF file, 96 KB)
•   Oakland Tribune : April 22, 2006 (PDF file, 98 KB)
•   Wall Street Journal : April 12, 2006 (PDF file, 143 KB)
•   Palm Beach Post: April 12, 2006 (PDF file, 115 KB)
•  United Press International: April 5, 2006 (PDF file, 115 KB)
•   Los Angeles Times: April 2, 2006 (PDF file, 144 KB)

 

 

In the October 2005 issue of the Journal of Endodontics, an article written by Drs. Garry G. Goodell, Aaron P. Sarathy and Sidney L. Bourgeois suggests that patients using the drug class of bisphosphonates are at risk for experiencing osteonecrosis of the jaw. The osteonecrosis may be triggered by a dental procedure, such as a tooth extraction, or could occur spontaneously. In addition to expanded coverage in WebMD.com, Las Vegas Journal-Review, and Chicago Tribune this media story received coverage in online publications such as dentalcompare.com, myDNA.com and about.com.

•  Chicago Tribune: December 7, 2005 (PDF file, 139KB)
•  Las Vegas Journal Review: November 13, 2005 (PDF file, 153KB)
•  WebMD.com: October 3, 2005 (PDF file, 384KB)

 

 

In August 2005, the Centers for Disease Control released a report illustrating that oral health in the United States is improving, specifically mentioning the decreasing numbers of caries. In response, the AAE developed a letter to the editor sent to all publications that ran a story about the report iterating the importance Americans place on their natural teeth.

• Bradenton Herald (PDF file, 135 KB)

 

 

The Wall Street Journal published a story on January 10, 2005, that incorrectly stated that the number of root canal treatments being performed in the United States annually is decreasing. After researching ADA statistical data, the AAE found that the number of root canal treatment has increased 13 percent from 1990 to 1999. In response, the Wall Street Journal ran a correction.

• Wall Street Journal (PDF File, 868 KB)

 

 

On January 1, 2005, the Chicago Tribune published an article discussing a trend of senior citizens getting braces for easier chewing and improved smiles. As a result of the article, the AAE drafted a letter to the editor explaining the importance of keeping natural teeth for a lifetime. The letter was printed on January 24.

•  Chicago Tribune (PDF File, 26 KB)

 

The Learning Channel’s 10 Years Younger provides guests with the opportunity to receive a complete physical makeover, making them look “ten years younger.” Strangers judge a participant’s looks and guess their age while the show’s team of stylists and makeover artists prepare a strategy for enhancing the participant’s youthful appearance. Dr. Berlin performed root canal treatment on three anterior teeth of a participant as part of the patient’s dental makeover.

Discussing myths and fears associated with dentistry, Dr. Bahcall was interviewed on live television by ABC correspondent Dr. Timothy Johnson. The interview also was seen live via Webcast. Dr. Bahcall has been regularly interviewed on the dental fear topics based on his recent book Smile for Life: Overcoming Your Fear of the Dentist.

Some times root canal treatments are needed in places we least expect. Drs. Bianchi, Marweg and Neri had the unique opportunity to perform a root canal treatment on a Bengal tiger that had broken a tooth chewing on a piece of meat. During an interview with Katie Couric and Matt Lauer, Dr. Bianchi explained how he developed new tools to perform the treatment because the tiger’s tooth was more than four inches long. Drs. Marweg and Neri were quoted their local newspaper, the Stockton Record, on May 29.

On Friday, May 20, the studio audience of The Late Show with David Letterman watched with interest as Dr. Marcus performed a root canal treatment live from the theatre’s green room. With the aid of a dental assistant, Dr. Marcus effectively completed the procedure on patient William Buysee. Interspersed throughout the program were segments showing a view from the microscope leading into the tooth, filling of the pulp chamber with gutta-percha, and the closing of the channel. Mr. Letterman himself stated to millions of television viewers that modern root canal treatments are practically painless. He consistently referred to Dr. Marcus as the “root canal specialist,” and the patient reported no pain throughout the procedure. Dr. Marcus also was interviewed by The Long Islander on his experience.

Report on Medicine, a daily radio report by the flagship news station in New York City, interviewed Dr. Newton on the myths surrounding root canal treatment in a four-part series that aired in one-minute segments throughout the week of March 22. Listen to the interview.

As part of a makeover of a 24-year-old pizza delivery man from Altadena, Calif., Dr. Gholian performed root canal treatment. The patient’s lifelong dream was to attend college to become a psychologist but lacked the self confidence to do so. According to the patient, he was embarrassed by his looks and feels ashamed by his overall appearance. Dr. Gholian’s root canal treatment was part of an overall makeover that included several other facial and body procedures to help the patient achieve his goals.

An episode of the MTV reality show The Newlyweds featured celebrity Jessica Simpson receiving a root canal treatment from Dr. Monempour. He was identified during the program by Ms. Simpson’s general dentist as “the root canal specialist.” Though the treatment and consultation were edited to fit the parameters of the show, the treatment was shown to be virtually painless and successfully relieved Ms. Simpson’s pain.