South African Dental Association

1
South African Dental Association

• June, July and August results
• Presented to Limpopo Branch

10 October 2003
2
Key objectives

• To positively influence public perception of
  dental professionals, represented by SADA and
  encourage more visits to the dentists
• To empower and provide tools for dental
  professionals to address issues with current and
  prospective patients

3
Objective 1 Challenges

• Main challenge lies in initial perceptions
• there are no hot prospects for dentistry in
  South Africa
• visiting the dentist is (too) expensive
• visiting the dentist is synonymous with pain and
• a general disinterest towards visiting the
  dentist and ignorance about what dentistry is all
  about

4
Objective 1 meeting the challenge

• Interventions implemented focused on putting oral
  and dental health onto the media agenda by
  profiling it as an attractive must-have with
  benefits beyond the obvious, i.e. clean teeth!
• Extensive media liaison - daily, consumer and
  electronic
• Consumer pages and radio showed particular
  interest in topics re self-confidence, aesthetics
  and overall well-being brought about by a good
  oral health regiment

5
Objective 1 meeting the challenge

• Newspapers mainly interested in hard news
• Good response from radio - television needs work
• Medical and pharmaceutical media reticent to
  accept dental information
• Need for countrywide reach has been noted -
  Caxton blitz

6
Objective 1 b -- more visits to the dentist

• Behavioural change is key
• Long process, not easy to measure at first
• Steps to decision making
• pre-contemplation - unaware of problem, not
  thought about change
• contemplation - thinks about changing in the near
  future
• decision
• action
• maintenance

7
Objective 1 b -- more visits to the dentist

• SADA campaign in second, maybe third stage -
  depends on geographical area
• Consumers have seen increased focus on oral
  health
• Mental note to visit the dentist sometime
• We need to convince them

8
Objective 1 b -- more visits to the dentist

• Convince by profiling oral health as must-have
  - making it attractive -- social pressure
• Personal attitudes play big role in behaviour
  change
• We need to address issues of
• cost
• pain

9
Objective 2 challenges

• No specific focus on the dentist - need to
  explore
• EDoc
• attend branch meetings - where possible
• branch meetings communiqués

10
Advertising

• Consumer mags
• True Love August, October, December, February
• Sarie August, September, December, February
• Mens Health August, October, November
• Essentials August, September, November,
  December, January
• Fair Lady August, October, February
• Your Baby August, December, February
• Shape August, October, December, Jan/Feb

11
Editorial - consumer magazines (1)

• Your Pregnancy
• Your Baby
• Shape
• True Love (worth R194 451.61 in advertising)
• Baba Kleuter
• Your Family
• Sarie
• Discovery

12
Editorial - consumer magazines (2)

• Essentials
• Mens Health
• Longevity
• Vrouekeur (x2)
• Health Hygiene
• Garden Home
• Minimag

13
Newspapers (1)

• Isolezwe 10/06/03
• Cape Argus 11/06/03
• Pretoria News 12/06/03
• Volksblad 12/06/03
• Daily Sun 17/06/03
• Highveld Herald 20/06/03
• Streeknuus 20/06/03
• Health Talk 26/06/03
• Paarl Post 26/06/03

14
Newspapers (2)

• Southern Post 04/07/03
• Springs/Brakpan Adv 04/07/03
• Outlook 15/07/03
• Die Burger ??/07/03
• Die Burger ??/07/03
• Metro Burger 17/07/03
• Homeless Talk 01/08/03
• Health Talk 01/08/03
• Daily Sun 05/08/03

15
Newspapers (3)

• Northcliff Melville Times15/08/03
• Sunday Times Read Right 17/08/03
• Burger 20/08/03
• Daily Dispatch 22/08/03
• Sunday Sun 27/08/03

16
Electronic media (1)

• 3 Talk (x3) - SABC 3 - first viewing worth R720
  000
• Take 5 (x2) - SABC 2
• Yo TV (x2) - SABC 1
• Morning Edition - ETV
• Kagiso Education - Education Express (proposal to
  SADA)
• Lotus (x3)
• East Coast Radio
• Umhlobo we Nene
• Thobela

17
Electronic media (2)

• Jacaranda
• Radio Pretoria
• Radio Islam
• Univen
• Good News (x2)
• CCFM
• Good Hope
• Ekangala
• Kwezi
• OFM

18
Consumer direct
19
Consumer direct (1)

• Durban JHB marches
• JHB Sandton
• The Zone
• SABC
• Parkview Junior School
• Southgate
• Wits Technikon -- present SADA case study to PR
  students
• CSI - Super Sport Youth Academy boys seen by Dr.
  Gys de Necker

20
Consumer direct (2)

• CTN Tigervalley
• VA Waterfront
• Canal Walk
• DBN Musgrave
• University of Durban Westville
• PE Greenacres
• Walmer Park
• BMF Loch Logan Waterfront
• Nelspruit Riverside

21
Consumer direct (3)

• Libraries PE - 50 libraries
• North West - 50 libraries
• Polokwane - three libraries
• Assistance from dentists oral hygienists
• Carltonville
• Krugersdorp
• Kensington Saheti Greek School
• Southgate

22
Value of coverage

• The total advertising value achieved during this
  period (June, July and August 2003) amounts to R2
  433 317.40, while the editorial value of this
  coverage is R7 299 952.20
• Hours worked during this period 838 hours
  (average 69 hours per week)

23
Questions?