Projects and Engagements Coordinator Texas Department of State Health Services, Oral Health Improvement Program
Participants should be aware of the following financial/non-financial relationships: . McKenna Dahlquist, none: I do not have any relevant financial / non-financial relationships with any proprietary interests.
Social media is an effective tool to disseminate information and promote healthy behaviors. OHIP worked with external vendors to reach pregnant women and women of child-bearing age through paid social media campaigns in five different Texas markets. Using Facebook ads, Instagram ads, programmatic ads, and social media influencers, our goal was to reach our target audience in their social environment and influence them to seek dental care. Using social media platforms, programmatic advertising, and third-party contextual audiences allowed OHIP to raise oral health awareness with our key audience.
In developing the digital creative, we wanted to engage pregnant women directly with ad messages that connect and spark action, plus give them a content hub where women can seek more information. The campaigns promoted three key messages: go to the dentist during pregnancy, seeing a dentist is a smart and safe thing to do, and take your child to the dentist before age 1. All ads were designed to be re-used in future campaigns for cost-saving purposes.
We will share campaign analytics from each market, compare ad performance, engagements, and click-through rates. Examples of the ad designs and lessons learned will be shared.
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