Initially, the American Association of Oral and Maxillofacial Surgeons simply wanted a new website. But the more we talked with them, the more we believed the project had far broader implications.

As suspected, research showed that oral and maxillofacial surgeons (OMSs) had long been underappreciated by both consumers and other dental professionals. Consumers generally saw them only as the doctors who took out wisdom teeth. Dental professionals also had a suprisingly limited view of their full capabilities and training.

We developed a core AAOMS strategic positioning, or value message, that clearly states the scope of the specialty: “The experts in face, mouth and jaw surgery.®” We also developed a distinctive, modern graphic design that featured all OMS practice areas.

The success of our approach has led to online advertising targeting consumers, print advertising to the dental professional audience, and public service TV spots promoting oral cancer awareness.