Maryland Department of Health Office of Oral Health

Project Title: Marketing Research and Communications Development for Pathways to Bright Futures Program

Client: Maryland Department of Health – Office of Oral Health

Project Timeline: December 2023 – Summer 2024

Project Scope:

• Market Research

• Desk Review and Analysis

• Audience Analysis

• Focus Group Coordination and Facilitation

• Content Creation

• Strategic Marketing Consulting

  
  

Problem:

Eastern Shore, Baltimore, and Western Maryland have been designated as Dental Health Professional Shortage Areas (HPSAs) within the state of Maryland. To address the shortage, the Pathways to Bright Futures Program was created to encourage youth and young adults to pursue careers in dental professions. To support this initiative, the Maryland Office of Oral Health engaged EMILY Revolutionary Marketing Group to conduct research and develop strategic communications materials to aid in recruitment efforts.

Solution:

EMILY Revolutionary Marketing Group is leading a comprehensive research and marketing strategy development initiative to better position the Pathways to Bright Futures Program for success.

Key Actions Taken:

• Market and Desk Research:

  • Conducted a thorough desk review of peer-reviewed research, workforce statistics, and analyses of existing dental pipeline programs nationwide.

  • Identified current trends, barriers, and opportunities related to youth engagement in dental professions.

• Audience Analysis:

  • Completed a detailed analysis of regional demographics across Maryland’s HPSAs.

  • Developed target audience personas to guide messaging strategies and outreach tactics.

• Focus Group Implementation:

  • Planning and coordinating focus groups with members of the target audiences to test and refine campaign messaging and creative concepts based on real-world feedback.

• Strategic Content Development:

  • Upon completion of the research and focus groups, EMILY will deliver a comprehensive marketing strategy and a package of collateral materials designed to support recruitment efforts and promote greater awareness of the dental career pathways available through the program.