Rosenstein D I, Joseph L P, Mackenzie L J, Wyden R
Am J Public Health. 1980 Jun;70(6):614-8. doi: 10.2105/ajph.70.6.614.
In 1978, supporters of denturism in Oregon succeeded in passing an initiative which allows denturists to provide dentures directly to the public. The steps which led to the referendum included three unsuccessful attempts to have the state legislature enact a law legalizing denturism. After capturing broad-based consumer support, the issue was placed on the ballot and passed by an overwhelming margin. Both the denturists and the dentists in Oregon adopted strategies similar to those used in Canada over 20 years ago when the issue was raised in a number of provinces. As was the case in Canada, the denturists prevailed. Denturists stressed the price differential and the issue of freedom of choice. Dentists stressed health and safety issues. The public perceived the dentists' campaign as negative and self-serving. This perception may have contributed to the election results. In order to avoid this tarnished image, dentists must anticipate the public's needs, and formulate strategies to meet such needs.
1978年，俄勒冈州的假牙师支持者成功通过了一项倡议，允许假牙师直接向公众提供假牙。导致此次公投的步骤包括三次试图让州立法机构颁布使假牙师行业合法化的法律，但均未成功。在获得广泛的消费者支持后，该问题被列入投票并以压倒性优势通过。俄勒冈州的假牙师和牙医都采用了与20多年前加拿大一些省份提出该问题时类似的策略。和加拿大的情况一样，假牙师获胜了。假牙师强调价格差异和选择自由问题。牙医则强调健康和安全问题。公众认为牙医的宣传活动是负面的且自私自利的。这种看法可能促成了选举结果。为了避免这种受损的形象，牙医必须预测公众需求，并制定满足这些需求的策略。
