The New York State Dental Association (NYSDA) represents more than 12,000 members and advocates for dental practices across New York state. COVID-19 presented significant challenges for dentists as statewide dental offices were closed due to health and safety concerns related to the pandemic. Dentists were limited to emergency and urgent care services, putting overall patient health at risk as people did not have access to routine oral health care. Baker Public Relations was retained for media relations services by NYSDA in November 2020 to help penetrate markets, specifically downstate, where the profession was experiencing challenges due to the pandemic. Since our engagement we have secured coverage in the following national, regional and local media outlets: New York Times, Crain’s New York Business, Dentistry Today, Authority Magazine, Livestrong.com, VeryWell Health, New York News Connection, News 12 Westchester, Newsday, WRGB CBS 6 News, WNYT Channel 13, Spectrum News, WAMC and more.
Our successful partnership has led to several video projects and an additional digital advertising opportunity with NYSDA in September 2021. Baker Public Relations developed and executed a comprehensive membership recruitment advertising campaign to convert and increase membership between October and November 2021. Baker Public Relations developed a digital advertising plan that included video and digital advertising services. Our team also created a video to attract lapsed and future members by highlighting the key benefits of a NYSDA membership at the state level.