ODA
The Ontario Dental Association represents more than 9,000 members, or nine out of 10 dentists in Ontario. Our mission is to provide innovative and inspired leadership to deliver exceptional value by advocating for accessible and sustainable optimal oral health for all Ontarians, promoting the highest standards of dental care and supporting our diverse membership in their pursuit of professional excellence and personal fulfillment.
Industry
— Healthcare
— Associations
Branding to
— Articulate value
— Be better understood
— Improve corporate reputation
— Become known
Services
— Brand & value proposition strategy
— Advertising & promotion
— Digital marketing & content
The Situation
Ontario Dental Association (ODA) is the association of choice to more than 9,000 Ontario dentists (over 90% of dentists). In addition to advocating for dentists, the association offers a variety of programs and services for its members designed to help them run their practice more efficiently.
While membership numbers are high, almost half were fairly disengaged, just paying their dues and using ODA for the basic services and not engaging in any of the other programs.
Human catalyst
Dentists are entrepreneurs who want to improve and grow their practice in any way they can.
Our Solution
Yield Branding developed a brand strategy based on ODA being able to amplify a dentist’s success. While there were many strong points to support the strategy, we knew that only a strong creative idea could bring the concept to life.
We landed on a powerful metaphor for ‘amplifying success’ which was an animated treatment of ODA pumping up and inflating various balloon-like objects, each representing the benefit that the member dentist would obtain from an ODA service.
The creative language for the campaign was light-hearted and disarming, so that ODA would be seen as more approachable, making members more willing to engage.
The idea was expressed as a video, a website and a brochure.
VIEW SITE
The Yield
The campaign was only recently launched but initial feedback and engagement from members points to a very positive response.