Program Specialist Department of State Health Services' Oral Health Improvement Program
Participants should be aware of the following financial/non-financial relationships: . Sandy Tesch, RDH, MSHP: I do not have any relevant financial / non-financial relationships with any proprietary interests.. McKenna Dahlquist, none: I do not have any relevant financial / non-financial relationships with any proprietary interests.. Rhonda Stokley, DDS: I do not have any relevant financial / non-financial relationships with any proprietary interests.
Abstract: Objective: Share results of two social media awareness campaigns focused on the importance of dental care during pregnancy and infancy. Methods: Metrics were gathered from social media and program website statistics before, during and after campaigns. The first campaign used Facebook targeting options while third-party contextual audiences were used in the second campaign. The second campaign started with placing only the top performing ads from the first campaign. Additional creative assets were added later to avoid audience fatigue. Metrics from both campaigns compared performance of both the English and Spanish ads. Results: The two social media campaigns generated over 8 million impressions and nearly 23,000 clicks to our Smiles for Moms and Babies website. The social media influencer campaign yielded engagement rates 22 times higher than the industry average and 3.7 times higher click-through-rates on boosted Facebook posts. Motion graphics garnered click-through-rates higher than non-motion graphics. Conclusions: The use of third-party contextual audiences in our second campaign allowed for more targeted messaging. Programmatic ads used in the second campaign expanded reach to individuals who may not use social media. Moving forward, using additional ads with motion graphics may increase click through-rates further.
Source of Funding: Initial funding through a Perinatal and Infant Oral Health Quality Improvement (PIOHQI) grant provided by the Health Resources Service Administration (HRSA) of the U. S. Department of Health and Human Services under grant number H47MC29820. The second social media campaign was funded by the Department of State Health Services.
