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  • 1. 2004Academy ofGeneral DentistryOMRI ReportOrganizational Marketing Research Initiative Kerr & Downs Research

2. 2004Academy ofGeneral DentistryOMRI ReportOrganizational Marketing Research Initiative Kerr & Downs Research Project Director: Phillip E. Downs, Ph.D.2992 Habersham Drive - Tallahassee, FL 32309Phone: (850) 906-3111 Fax: (850) 906-3112pd@kerr-downs.com 3. TABLE OF CONTENTS Section A Executive Summary & Strategic RecommendationsSection B Member & Nonmember Results1 Value of Membership 11AGD vs. ADA 18Benefits of Membership 28Professional Concerns 32Interest in New Products & Services 44Publications 48Image 55What Makes AGD Unique 60Continuing Education 68Sources of Continuing Education 73Tracking Continuing Education 75CE Rules & Regulations 81Value of FAGD & MAGD 88Advocacy 97Growth of AGD 105 Marketing AGD, General Dentistry, and Dentists to Patients 110 AGD Leadership Issues 113 Professional Attitudes 119 ProfileSection C Annual Meeting Results 1 AGD Annual Meeting Experience 6 Changes to Annual Meeting 7 Governance 9 Topics 14Positioning of Annual Meeting 26Most Critical Attributes of Annual Meeting 34Profile of Attendees & Non-Attendees 4. Section A 5. OMRI STUDY Executive SummaryThe Academy of General Dentistrys (AGD) Organizational Marketing Research Initiative (OMRI) included two major studies:A broad-based image and needs assessment study of AGD members and non-members A study focusing on AGDs Annual MeetingSummary results for each study are presented in the Executive Summary. Strategic recommendations based on research results are also presented in this document. Member & Non-Member StudyValue of MembershipThe value of AGD membership can be summarized as moderate to high. Some findings indicate members derive high value, while other findings do not. Significant findings are summarized below.93% of members stated that AGD offers day-to-day value 87% of members claimed there is prestige in belonging to AGD 65% of members indicated there is value in having an AGD plaque on their office wall 19% of members said AGD benefits exceed costs; 17% claimed the opposite 36% of non-members reported that benefits of their association exceeded costs1 34% of members gave AGD an 8 or higher on a 10-point scale for return on investment 42% of non-members gave their most valued association an 8 or higher on a 10-point scale forreturn on investment 61% of members would definitely recommend AGD membership to young general dentists 52% of non-members would definitely recommend ADA membership and 15% would definitelyrecommend AGD membership to young general dentistsBenefits of MembershipBenefits most valued by members during their first five years of practice:77% Tips on running a business 66% Convenient access to CE 57% Finding a mentor or coach 56% Opportunities to meet other dentists to discuss issues 55% Learning to build a dental team 51% Techniques for motivating and rewarding staff 1 More often than not, this association was the ADA. Academy of General Dentistry OMRI 2004/2005 - Kerr & Downs Research 1 6. OMRI STUDYBenefits most valued by experienced members and non-members: Non- Members Members 74%73%Convenient access to CE60%32%Computerized tracking of CE58%69%Tips on running a business52%58%Techniques for motivating and rewarding staff47%52%Tips for decreasing risk of litigation46%60%Learning to comply with government regulations45%46%Opportunities to meet other dentists to discuss issuesMost pressing professional problems: Non- Members Members 38%28%Finding competent staff37%27%Running an efficient and profitable business33%22%Third party payment30%12%Keeping up with technological changes in clinicaltechniques28%17%Marketing to fee-for-service patients19%16%Motivating and rewarding staff19%27%Dealing with patientsAGD Image 46% of members thought of AGD as innovative 38% of non-members felt this way 83% of members perceived AGD as caring and compassionate in reviewing CE and membershiprequirements 73% of members and 31% of non-members reported that AGD is relevant to general dentistsinterested in life-long learning 65% of members did not think of AGD as an elite study club 37% of members believed AGDs product portfolio was too narrow 58% of members and 48% of non-members perceived AGD as a leader in dental technology 77% of members viewed AGD as a leader in treatment protocol Academy of General Dentistry OMRI 2004/2005 - Kerr & Downs Research2 7. OMRI STUDY Continuing Education Most important in selecting continuing education providers:Non- MembersMembers 67%67%Held near by no air travel57%39%Participation courses offered55%43%No commercial bias48%42%Low cost54%47%Big brand name speakers46%31%Intense, high-level coursesEarning a lot of CEs in one day was more important to non-members Most preferred delivery methods for continuing education:Non- MembersMembers 85%80%Local one-day seminars/conferences70%50%Hands-on courses65%43%Regional two to three day conferences63%44%Local one to two hour seminars57%40%Local half-day seminars56%30%National two to three day conferences Most common sources of continuing education:Non- MembersMembers 63% 7%AGD44%28%ADA39%26%Universities Attitudes toward Fellowship: 64% of members and 27% of non-members perceived FAGD/MAGD as extremely valuable todentists Academy of General Dentistry OMRI 2004/2005 - Kerr & Downs Research 3 8. OMRI STUDY Attitudes toward Fellowship (continued) 26% of members and 10% of non-members viewed FAGD/MAFGD as extremely valuable topatients 46% of members agreed that one should be able to obtain Fellowship through home study andInternet courses 72% of members disagreed that one should be able to obtain Fellowship without taking an examina-tion 63% of members claimed attending the Fellowship ceremony should be optional A plurality (47%) of members believed that FAGD/MAGD should be certifications rather thanawards or designations Attitudes toward CE tracking and regulations: 26% of members rated AGDs CE tracking as excellent 29% agreed they had trouble getting CE credits recorded with AGD 94% of members agreed that AGD should establish systems so CE hours can be forwarded seamlessly to AGD from all providers 54% of members agreed that AGD should accept CE courses taken prior to ones membership 59% of members agreed that AGD should give credit for residencies completed prior to AGDmembership 72% of members and 48% of non-members believed AGD value would decrease if 75-hourmembership requirement were removed 64% of members agreed that AGD should have 1 set of rules for accepting CE for Fellowship, fromDART, for membership maintenance, from institutes, etc. 31% of members perceived AGDs rules for accepting CE for Fellowship as arbitrary and rigid 41% of members reported that AGD should focus more on meeting general dentists professionalneeds and less on rules and regulations affecting membership and CEAdvocacy 52% of members and 50% of non-members thought AGD should increase advocacy and represen-tation efforts 24% of members and 15% of non-members thought AGD should work more independently ofADA on advocacy issues important to general dentists 78% of members wanted AGD to focus on state-of-the-art CE, while only 22% wanted it to focusmore on advocacy 47% of members thought AGD should enhance its advocacy efforts while continuing to partner withADA 75% of members wanted AGD to lobby states to accept licensure by credentials Academy of General Dentistry OMRI 2004/2005 - Kerr & Downs Research 4 9. OMRI STUDY New Products & ServicesPercentages of members and non-members who were extremely interested in new products and services from AGD were as follows:Non- MembersMembers 70%17%Online, interactive CE transcript service 46% NA Boot camp for young dentists 36% NA Online support to assist members in finding ways to fulfill75-hour membership requirement 34% 22%Online education 32% 24%Training resources for dental staffs 32% 15%Relicensure tracks 31% 22%Online archives of Journal of General Dentistry (favoritejournal for non-members) 28% 19%Business management courses 56% of members agreed that AGD should devote resources to creating virtual communities among generaldentists 61% of women members reported they would attend AGDs Annual Meeting more frequently if therewere a track on prospering in dentistry as a woman 42% of members maintained that AGD should develop a patients bill of rightsGrowth Strategies 68% of members indicated that AGD should focus only on attracting general dentists who were committedto a requirement of life-long learning 61% of members preferred that AGD be positioned as the go to resource for general dentists, legisla-tors, and regulators 88% of members believed that AGD should have a greater presence in dental schools in an effort toenhance recruiting of young members 88% of members agreed that AGD should offer dental students real-life experiences and insight into dentalpractices 71% of members agreed that the most effective way of getting dental school students interested in joiningwas to offer them practice management courses and tips 62% of members reported they would serve as coaches to younger AGD members 44% of members would pay a promotional assessment for an Oral Health/AGD Marketing Campaign typical contributions ranged from $50 to $100 annually Academy of General Dentistry OMRI 2004/2005 - Kerr & Downs Research 5 10. OMRI STUDY Growth Strategies (continued) 52% of members were willing to serve on an AGD Speakers Bureau 82% of members were willing to place oral health promotional materials developed by AGD in theirwaiting rooms 49% claimed they would personally distribute materials to patients 86% of members maintained they actively and consistently discuss the link between oral health and overallhealth with their patientsPublications 79% of members named the Journal of General Dentistry a must readA