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Maryland Department of Health Office of Oral Health

Writer's picture: Emily Team Emily Team

Updated: Feb 7


Project tasks: Market Research,  Desk Review, Audience Analysis, Focus Group, Content Creation, and Strategic Marketing Consulting



Project Timeline: The project started in December 2023 and will run into the Summer of 2024. 


Problem/Solution: The Eastern Shore, Baltimore, and Western Maryland are the three dental Health Professional Shortage Areas (HPSAs) within the State of Maryland. The Pathways to Bright Futures Program, a dental pipeline program, was created to address this issue by garnering youth interest in dental professions. The Office of Oral Health Hired EMILY Revolutionary Marketing Group to conduct market research and develop communications materials for their program. 



To better understand the state of the dental profession and youth/young adult engagement programs, we conducted various forms of research, including desk review of current peer-reviewed research, statistics, and similar pipeline programs. We completed an audience analysis, including regional demographics, and target personas. 


Following this, we will hold focus groups with members of the target audiences to test various campaign themes. Following focus groups, we will create a comprehensive marketing strategy and package of collateral materials to support the Pathways to Bright Futures Program in recruiting efforts. 

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