Message Boards
Today's Active Topics Today's Active Cases Browse Forum Categories My Recent Activity My Messages Private Groups My Marked Threads My Subscriptions
Today's Active Images Today's Active Polls Most Active Topics Global Townie Map Advanced Message Board Search Message Board Terms of Use

AAO Membership – What’s in it for me? by Gayle Glenn, DDS, MSD

View Comments (0)

AAO Membership-
What's in it for me?
by Gayle Glenn, DDS, MSD

Joining the American Association of Orthodontists (AAO) once seemed automatic. Just like I had joined the American Dental Association (ADA) after dental school, I eagerly joined the AAO after finishing my orthodontic training. I wanted to be part of "the club" which was exclusive to orthodontic specialists.

I started attending my local dental society meetings, was placed on a few committees and the next thing I knew, I found myself in a leadership role in organized dentistry. I enjoyed the collaboration with my dental and orthodontic colleagues, so my path continued. I liked being at the table when issues about my chosen profession were discussed, and I felt proud to be contributing to efforts designed to keep orthodontics strong for the next generation. Now, I see the year ahead as a tremendous honor and privilege, as I have the opportunity to serve as president of the oldest and largest dental specialty organization in the world - the AAO.

As I travel across the U.S. and Canada, attending various meetings and conferences on behalf of the AAO, I am frequently asked: "Why should I be a member of the AAO? What's in it for me?"

For me, the return on investment has been very high. I could give you a long list of the benefits that I have received, both personally and professionally, from my participation in the AAO and its related entities. However, the real question is, "What is the AAO doing for its average rank-and-file member at this point in time?"

The American Association of Orthodontists (AAO) is the global leader in organized orthodontics. It was born out of the need of like-minded orthodontic specialists in 1900 to advance the practice of orthodontics through study, research and information sharing. Those needs are still important today. However, other issues require attention, as well.

Decisions that are made at the AAO level are made with great care and consideration. As the face of the orthodontist evolves, so do the faces of those who serve the specialty through service in the AAO. Members from all career stages, from residency through retirement, answer the call to steer the AAO into its bright future by offering their expertise on councils, committees and task forces.

As with any journey, it is important to have a road map. The AAO has one based on "critical issues," which are the areas expected to be the focus of AAO resources over the next few years.

AAO Critical Issues

The AAO critical issues currently include: consumer awareness; transition of recent graduates into practice; operating, marketing and cost management of an orthodontic practice; advocacy/government affairs; and relationships with general dentists and other health-care professionals. These five critical issues will likely dominate my year as president, which begins in May 2013. Allow me to provide some detail.

Consumer Awareness:
My Life. My Smile. My Orthodontist.

For consumers to know who we are and what we do, it is incumbent upon members of the AAO to educate them. Our Consumer Awareness Program (CAP) - My Life. My Smile. My Orthodontist. - promotes orthodontics and the orthodontist as the educationally qualified specialist to serve the orthodontic needs of both adults and children. Our goal is to increase consumer demand for our services.

The member-supported CAP targets women ages 25 to 49 to explain the benefits of orthodontic care while concurrently educating them about the unique educational qualifications of orthodontic specialists. Our specialty education is a gamechanger because when the public understands the education required to become an orthodontic specialist, they are more likely to select an orthodontist for orthodontic treatment. And when the public benefits from the expert care provided by AAO members, it is a benefit to professional success of AAO members.

AAO Critical Issues

  • Consumer awareness
  • Transition of recent graduates into practice
  • Operating, marketing and cost management of an orthodontic practice
  • Advocacy/government affairs
  • Relationships with general dentists and other health-care professionals

CAP advertising includes cable TV, magazines and online advertising. It is supplemented by public relations efforts to secure editorial coverage about orthodontics in broadcast, print and online media consumed by our target audience.

While the CAP reaches out to consumers through national media outlets in the U.S. and Canada, members are encouraged to use the CAP materials locally to market their practices. Marketing materials may be used as-is, or they may be customized at the member's expense. Members can visit AAOinfo.org to download:
  • High-resolution print ads (PDF)
  • Web banner ads
  • Broadcast-quality radio commercials
  • Content for practice websites/social media pages (videos, brochures, educational fliers, free photos)

For information about broadcast-quality TV commercials or direct mail postcard artwork, please contact Pam Paladin on the AAO staff at 800-424-2841 or ppaladin@aaortho.org. Posters for your office may be downloaded from AAOinfo.org at no charge, as well.

Members in need of press releases or ideas for public outreach during October (National Orthodontic Health Month), April (National Facial Protection Month) or February (National Children's Dental Health Month) can find them on AAOinfo.org, or through a call to communications and marketing staff at the AAO.

Your marketing budget can go further when you do not have to spend money on creating materials to market your practice.

Transition of Recent Graduates into Practice

Those new to orthodontic practice face many challenges. To aid them with the transition into practice, the AAO provides a free service to members called Practice Opportunities and Careers. The service seeks to match members seeking an associateship, partnership or practice to purchase with AAO members who offer these opportunities. The Academic Career Center provides listings of full- and part-time faculty positions at orthodontic programs. This is also a free service for AAO members.

Recently, the AAO created a series of free webinars called "The Business of Orthodontics" to teach new and younger members the core competencies necessary for a successful practice: finances, practice start-up, legal issues and risk management. The recorded webinars are available free to all AAO members through distance learning on AAOinfo.org.

Operating, Marketing and Cost Management of an Orthodontic Practice

Continuing education through meetings and online lectures/ webinars, practice management forms, patient education materials and PowerPoint presentations are a few examples of AAO efforts geared toward helping members be successful in their practices. Explore the full range of resources on the member website.

Well-trained staff can enhance an orthodontic practice. To that end, the AAO provides continuing education for staff at the annual session and online. AAO member-sponsored membership in the Orthodontic Staff Club can open the door to AAO resources that staff can implement at the practice level. All staff members in a practice can be enrolled for only $50 per office.

Advocacy/Government Affairs

Actions in the U.S. Congress can have a profound effect upon our U.S. members and their practices. Therefore, the AAO leadership not only monitors activities, we also take a proactive approach on issues that are of concern. Changes in health-care insurance and laws affecting owners of small businesses are of particular concern. The AAO employs a lobbying firm in Washington, D.C., and through the Council on Governmental Affairs and our annual Professional Advocacy Conference, we call on members of Congress to represent the needs of our patients and members. The AAO sponsors a political action committee (PAC), which supports candidates on both sides of the aisle who support orthodontic issues.

Relationships with General Dentists and Other Health-care Professionals

Our relationships with organizations within dentistry and outside of its boundaries are the best they have ever been. Why is that important? Solidarity is one reason. When dentistry speaks to Congress with one voice, Congress listens. Here is one example.

As the Affordable Care Act was in development, the AAO learned that flexible spending accounts (FSAs) were going to be eliminated. Because of our excellent relationships with sister organizations, the AAO immediately enlisted their support and successfully negotiated keeping this important benefit available, which helps many consumers defray health-care expenses, including orthodontic treatment, using pre-tax dollars.

The Year Ahead

As the AAO 2013-14 president, I have the pleasure and responsibility to serve each of our 17,000+ members in the U.S., Canada and abroad, and ultimately to serve the patients treated by our members. An area that will be of particular interest for me during my presidency is expanding membership. An overwhelming percentage of educationally eligible orthodontists in the U.S. are members of the AAO. For those who are not members, as well as orthodontists who practice beyond U.S. borders, I hope to convey the value of membership to them so that the AAO can serve them and their patients.

AAO membership truly is an exceptional value. The AAO provides products and services tailored to the needs of orthodontic specialists:
  • AAO members receive the lowest registration rate for the AAO Annual Session
  • A free subscription to the world's leading scientific journal in orthodontics (a $301 value if purchased directly)
  • Practice management forms offered for free download on AAOinfo.org
  • Insurance products
  • Patient education materials offered for free download on AAOinfo.org
  • Marketing resources
  • Access to the world's largest dental specialty library, and a full-time librarian
  • Continuing education opportunities for doctors and staff
  • Practice Opportunities and Careers service, to match members seeking practice opportunities with those offering them
  • Advocacy efforts to represent the needs of AAO members and their patients to legislators

Orthodontists who are not AAO members, but who would like more information, can visit AAOinfo.org, or call the AAO at 314-993-1700 and ask for the membership department.

AAO members who would like more information about AAO resources can call the AAO at 800-424-2841 or send an email to info@aaortho.org.

The AAO strives to be vigilant in advocating for the orthodontic specialty and the patients entrusted to our care, never taking our responsibilities for granted.

The world moves faster now than when the AAO was established. It is incumbent upon AAO leaders to be ahead of the curve and make informed decisions on behalf of the membership and the specialty. AAO welcomes your involvement in guiding our specialty to an even brighter future.

Author's Bio
Gayle Glenn, DDS, MSD graduated from the University of Texas Dental School at San Antonio and completed her orthodontic education at Baylor College of Dentistry in Dallas. She is a diplomate of the American Board of Orthodontics. Her private practice is in Dallas, Texas. Dr. Glenn has a background in membership issues through her service on the AAO Council on Orthodontic Practice and the Council on Membership of the Texas Dental Association. She has represented the Southwestern Society of Orthodontists on the AAO Board of Trustees since 2004. She will be the 2013-14 AAO president.
Orthotown Magazine
October 2025
Orthotown Magazine October 2025 Read Current Issue Read Archived Issues
Sponsors
Townie® Poll
When did you last increase your fees?
  
Site Menu
Message Boards Magazine Continuing Education Podcasts Blogs Classifieds News Events Townie® Poll Ebooks Townie Choice Awards
Company Info
Contact Us Advertise With Us Howard Farran DDS, MBA Policies and Agreements
Site Help
Sally Gross, Member Services Specialist
Phone: +1-480-445-9710
Email: sally@farranmedia.com
©2025 Orthotown, a division of Farran Media • All Rights Reserved
9633 S. 48th Street Suite 200 • Phoenix, AZ 85044 • Phone:+1-480-598-0001 • Fax:+1-480-598-3450