CDA hones its marketing message.

This article discusses the many tacks CDA has taken with its marketing campaigns over the years. The keys to success have been reasonable goals and sufficient funds to make an impact. The current campaign, while underfunded due to budget constraints, carries on the successful theme of positioning CDA and its member dentists as the trusted sources of dental information for consumers, legislators, and health care decision-makers. An accompanying article discusses the proposed ADA national marketing campaign.