Patients increasingly are turning to online sources for information about their health care and health providers; endodontics is no exception. According to the Pew Research Center, 72 percent of adult internet users say they have searched online for health information, and 77 percent of those started at a search engine such as Google or Bing.
The AAE has taken concerted steps in recent years to ensure those internet users have access to reliable, authoritative information about dental symptoms, endodontic procedures, the value of the natural dentition and the benefits of treatment from an endodontic specialist. Through the AAE website, social media channels, online advertising and digital resources, the Association is educating and engaging with the public about endodontics, helping them find specialists in their area, and providing shareable content for members and other dental professionals.
Starting this month the AAE will be reporting on our digital outreach “by the numbers” in the Communiqué. Website traffic, ad clicks and online engagement are very measurable, and we track our growth and impact on a weekly basis. We’ll also share more qualitative measures – success stories and highlights from our networks. Later this year, the Public and Professional Relations Committee will conduct a consumer research study to learn more about the public’s awareness of endodontics and the actions they take when they learn they need a root canal treatment or are referred to an endodontist. We’ll share those findings with you as well.