Become Informed!

Jack F. Conley, DDS

Never before during our involvement in organized dentistry has there been an effort of the scope attempted by the American Dental Association this year. Never before has there been a perception that education of the entire ADA membership was so important. That belief led to the decision by the 1997 ADA House of Delegates to approve and pursue an educational initiative on a proposed National Public Awareness Campaign that will be considered by the 1998 ADA House.

Our purpose here is not to weight the merits or demerits of the proposed campaign. That is your task as an ADA member. By midsummer, each member of the American Dental Association should have undertaken the responsibility to make his or her individual evaluation of the awareness campaign and share that view through an ADA membership survey or with members of their 1998 ADA House delegation.

Instead, our intent is to discuss the background that led to the educational initiative so that members might better understand why it is being undertaken. I will also present a few facts that delineate what the campaign IS and what it is intended to accomplish.

The average ADA member is probably wondering why such an extensive educational effort is being mounted. The 1997 House, based upon recommendations from the Board of Trustees and Council on Communications, approved funding of $728,500 for development of the awareness campaign and the year-long membership education initiative. It approved another $69,300 for a membership survey. Why is a total of almost $798,000 being spent on membership education? Those of us who have served as delegates to ADA or state meetings or as members of boards, councils, or committees at the national, state, or local level have not infrequently felt a sting of criticism when questions arise about the rationale for decisions made on behalf of the entire membership. All too often, individual members express that they feel disenfranchised because a decision affecting an entire membership has been crafted by a board or committee of less than 50. Even a supreme decision-making body such as a House of Delegates -- CDA's with 205 voting members and ADA's with 427 -- has not been exempt from the criticism of large numbers of members. While those making leadership decisions are willing to take responsibility for those choices, the membership at large is not always comfortable in transferring that responsibility without the ability to question or second-guess the wisdom of their colleagues. We have frequently observed that criticism is often based upon inaccurate perceptions or incomplete or faulty information.

Every ADA member in California receives two ADA and two state publications per month, amounting to at least 40 opportunities in print this year that could be used to educate the membership about the public awareness campaign. However, there are several very important reasons why such a routine offering of information would be ineffective. First, the member must "see" the product that has been developed for the campaign. The TV spots cannot be effectively described without bias, even by those most familiar with them -- they must be seen, along with the campaign strategy, by the individuals in the membership group who will be asked to support their media airing with increased dues. The size of the membership dues increase of $300 per year for three years is very significant, thus making a review of the proposed product by the membership even more critical. Finally, to avoid the criticism discussed previously, a significant majority of the members of the profession must have their opinion about this campaign measured!

It is our belief that the advice of the Council on Communications and the ADA Trustees to the 1997 House was sound, leading to a properly crafted initiative to inform and, in turn, solicit member evaluation and assessment of their priorities. As good as our time-honored printed communication vehicles are, a far smaller segment of the profession than is desirable will normally review and evaluate an issue or a program placed before it in this fashion. The educational initiative, on the other hand, will compel a larger number of members to become familiar with the campaign and its strategy, so that their input can be collected by survey and by direct contact with delegates. The process should ensure that the 1998 House of Delegates is the best-informed ever, on one very important issue before it ... if a significant majority of members undertake four important responsibilities:

* Read all materials provided in regular publications about the awareness campaign so that they fully understand what it is.

* Make an effort to see a presentation of the TV spots at a state or component society meeting. Or, go to ADA Online (http://www.ada.org) to obtain campaign details and download the TV spots, print ads and in-office materials that will be part of the campaign.

* Fill out and immediately return the postage-paid ADA survey if they are one of the approximately 25 percent of the membership that receives it.

* Provide individual input to their local society leadership or a member of the California delegation to the ADA House. We need your input so that we can reflect your wishes in our vote.

Finally, it is important to understand that the campaign is not designed to bring new patients into the dental office. The purpose is to promote the importance of maintaining good oral health and to enhance the profession's image. Specifically, the message is "You have to take care of things, if you want them to last ... And your oral health is one of them." Relatively new preventive and cosmetic procedures were identified as being most marketable to consumers for this campaign. The TV spots encourage consumers to "see their ADA member dentist."

Beyond these facts, it is the responsibility of every member to make the effort to:

* Become informed;

* Develop their judgment as to whether the campaign and the materials that it comprises should be approved by the 1998 ADA House on behalf of the entire membership; and

* Convey their opinion to those who have the responsibility to make the decision on the campaign.

This important message has been our purpose.