Orthotown 2015 Editorial Calendar Founded in 2008, Orthotown is unlike any resource the orthodontic profession has ever known. That’s because Orthotown.com and Orthotown Magazine were created for orthodontists by orthodontists who know what the profession wants and needs to know. Orthotown is the premier arena for orthodontic specialists to share cases, treatment plans and ideas for practice improvement in an engaging and interactive format. We live in an increasingly interactive world, and Orthotown is the connection for orthodontic specialists everywhere. Month Feature Topic Secondary Topics Research/Polls* Specials Townie Choice Awards LABS Retention/ Mouthguards Aesthetic Alternatives Office Visit March Recall systems (PM Software) Social Media / GP referrals TADS Tray Set-up: April Aligners / Clear Brackets TADs Indirect Bonding Practice Management Office Visit May AAO Issue / TADS Digital Imaging, CAD/CAM 3D Printing, Overhead control Brackets Office Visit June AAO Showcase Navigating Residency Self Ligating Technology Tray Set-up: Townie Choice Awards Preview Lasers Digital Imaging Office Visit CBCT Staffing / Human resources Bonding GORP Follow-up / Tray Set-up: Brackets Adhesives Equipment Office Visit November Equipment Buying Guide WIRES Auxillaries Marketing Tray Set-up December Practice Management Transitions Early Treatment Office Visit January/ February July/ August September October * Poll results, TCA results, feature article and/or product spotlights 1 Orthotown Magazine Ad Rates 2015 Rates 1-3 times 4-8 times 9-12 times Full Page $3,000 $2,800 $2,600 4C Spread $5,800 $5,600 $5,400 Half page $2,000 $1,800 $1,600 Quarter page $1,200 $1,000 $800 Total Qualified Circulation: 10,928 Licensed Orthodontist Circulation: 10,326 (Based on December 2013 BPA statement) (All prices are NET rates. Package pricing is available.) Bonus Distribution: The April and May issues of Orthotown Magazine will be distributed at the American Association of Orthodontists (AAO) 2015 Annual Session from May 15-19, 2015, in San Francisco, CA. The July/August issue will be distributed during the 27th Annual Graduate Orthodontic Residents Program (GORP). Space reservations are due the 10th of the month prior to publication month. Final artwork is due the 15th of the month prior to publication. Director of Sales Mary Lou Botto 480-445-9711 [email protected] Orthotown Sales Manager Gregg Willinger 914-588-0545 [email protected] Orthotown.com Get your message in front of more than 5,200 engaged, active and progressive orthodontists with our numerous electronic advertising opportunities. Orthotown.com has become the resource orthodontists use to get information 24/7. This specialty “doctors-only” community has seen tremendous growth and activity since its inception. With the Virtual Study Club, members can engage others in cases and treatment-planning options from around the world. Check out a summary of the Orthotown.com electronic advertising opportunities on the next page. Regional Sales Manager Benjamin Lund 480-445-9694 [email protected] Executive Sales Assistant Leah Harris 480-445-9693 [email protected] 2 Other Opportunities: Orthotown.com Electronic Advertising Opportuunities Our ever-changing electronic media options allow you to choose the best vehicle to disseminate your company’s message. Whether through e-news, e-promotions, banner advertising, campaign pages, keyword searches or live events, you provide the content, we’ll provide the audience. Campaign Page: These one-to-one marketing initiatives allow companies to target members of Orthotown with very specific messages that appear on their screens when they log on to Orthotown.com. Banner Advertising: Main page banners deliver exception exposure, averaging over 40,000 impressions each month--. Banners specific to any of the message board categories allow a company to place an ad adjacent to relevant topics. Homepage Product Spotlight: These high-profile product/service spotlights, which are prominently displayed on the homepage of our site, guarantee visibility and are a great way to communicate a major initiative to the entire Orthotown community. Webcasts: Take centerstage on Orthotown.com. Our Webcasts are marketed to thousands of Townies and are excellent lead generators. Keyword Searches: When Townies perform a specific keyword search on Orthotown.com (e.g., “aligners,” “bands,” “brackets”), a sponsored link to your website will appear at the top of their search. Mobile: Members who visit Orthotown.com on their mobile devices view the site in a mobile-only, optimized design complete with banner advertising. Other electronic opportunities exist, such as sponsorships of CE courses, issue alerts, transactional e-mails and more. Please contact your sales manager for more information. e-Promotions: Entering our seventh year of delivering e-mail promotions to our members, we have grown our member participation. These community members have opted to receive these special offers and updates from companies throughout the orthodontic market. Mailings are deployed at midnight on the date scheduled, you can expect activity the following day. e-Newsletters: Our weekly e-Newsletters keep our members connected and make it easy to find the latest interesting content on the message boards and throughout the online community. e-Surveys and Research: Companies can acquire valuable information from proprietary surveys and targeted market research opportunities. 2014 Orthotown e-Media Rates Rate Duration $1,500 1 Month Leaderboard Banner (728x90) $750 1 Month Homepage Product Spotlight $750 1 Month Skyscraper Banner (160x600) $750 1 Month e-Newsletter Sponsorship (160x600) $650 Per Mailing $1,500 Per Mailing Campaign Page (700x400) e-Promotion (Plus homepage link) * Exclusive Category Banners are available at 2.5x rate. Director of Sales Mary Lou Botto • 480-445-9711 • [email protected] Orthotown Sales Manager Gregg Willinger • 914-588-0545 • [email protected] 3 Regional Sales Manager Benjamin Lund • 480-445-9694 • [email protected] Executive Sales Assistant Leah Harris • 480-445-9693 • [email protected] 4 Orthotown App Continuing Education Smartphone usage statistics confirm that 80 percent of humans own a mobile phone, with 91.4 million smartphones in the United States alone. The Orthotown app was created to ensure the growing number of smartphone-reliant orthodontists have easy access to all the benefits of Orthotown.com while on the go. With the launch of our free app, Townies can log on to Orthotown.com via their mobile devices to access the message boards in their entirety. The app enables users to post new topics, respond to threads, check active topics and more, all without any additional downloads. The Orthotown app is available for download for free in the Apple iTunes and Google Play stores. Orthotown continuing education (CE) works with sponsoring companies and leading clinicians to produce top-notch courses, accredited by ADA CERP. Once complete, we use our full array of media to distribute and expose our education electronically via Orthotown.com, promotion in e-news and social media venues and in print, both as stand-alone supplements and within the pages of Orthotown Magazine. These vehicles combine to provide unparalleled reach to both domestic and international clinicians. Orthotown App Features: Sponsorship of CE Courses: • • • • • • Easy-to-navigate homepage with larger buttons Ability to upload photos within a thread Easy-to-read message boards and magazine articles Sleek, simple interface Fast load time Compatibility with iPhone, iPod Touch and Android Contact your account manager for pricing. Contact your account manager for details on all app advertising opportunities. Townie Visits The Townie Visit is the ultimate focus group as we will help you select a group of practicing orthodontists that are also active in our Orthotown community. Many companies will use this opportunity to show off their facility, obtain feedback on products in development or simply educate the orthodontists about what they have to offer. A hands-on experience is always memorable but certainly not a requirement. Many of our clients have made the Townie Visit a recurring event as they find it is a great way to maintain a connection with our community and a great opportunity to cultivate raving fans. The orthodontists who attend these events always appreciate the opportunity to meet the people behind the products and services they use every day. Please contact your account manager for more details. 5 6 Editorial Submission Guidelines Submitting Finished Articles: Many times, authors and companies will submit a finished piece. These submissions are welcome, and we will process them through the same editorial review process. Please understand we might request revisions or additions, and we cannot guarantee all submissions will be published. All articles are subject to edits. By sending us an article, we assume it is exclusive to Orthotown. Article Submission Guidelines Farran Media, the parent company of Orthotown, is on the cutting edge of publishing. We use the discussions on the websites’ message boards as the foundation for editorial content in the magazine. We also feature articles and case presentations from outside sources. If you are interested in submitting material for consideration by our editorial board, please review our guidelines. Research: If you have a particular topic in mind, visit the website and review the relevant discussions. If your topic has not been discussed, start a thread to discover the level of interest. Townies will ignore aggressive marketing, but they embrace manufacturers who come to the message boards with a genuine interest in better dentistry. New Product Profile Each month, “New Product Profiles” showcase five or more new products and services launched within the last 12 months. This feature allows Townies to share experiences and ask questions about new products and services. When the electronic version of the magazine is posted on its associated website, we will start a separate discussion thread for each product. This is a great opportunity for you to connect directly to your customers online. Please e-mail the following with the phrase “New Product Profile” in the subject line: A 50- to 75-word description of your product or service One or two high resolution photos suitable for magazine publication Please send e-mails to [email protected]. Items will be selected for publication by our editorial team. We cannot guarantee that all submissions will be published. • Outline: Prepare an outline that includes: A working title. A prospective author. A two-to-three sentence summary. A list of the points to be covered. An estimated word count. Please submit this outline for editorial review and discussion. We might provide additional points to incorporate into your final piece, and this is the most efficient time to make these suggestions. • • • • • • Write: Once your outline is accepted, we will set a deadline and word count for the final article. Your article will soon be in the Editorial Team Editorial Assistant Kyle Patton • 480-445-9717 • [email protected] hands of our readers. Orthotown Editorial Director Requirements: Alan Curtis, DDS, FAGD [email protected] 600 words per page (dependant on photos/graphics) Photos should be 300 dpi, in JPEG or TIFF format (we cannot correct blurry photos) Provide head-and-shoulder photo of author with a 25-word bio. If you have any financial interest in the topic or company you are writing about, this information must be clearly disclosed to our readers. Deadlines are three months prior to publication. For example, a submission for the April issue should be submitted in January. Articles received with less than a three-month lead time might be rejected or placed in a later issue for lack of space. n Farran Media Editorial Department n 9633 S. 48th Street, Suite 200, Phoenix, AZ 85044 n n 7 8 Inserts/Fifth Color: Contact your account Magazine Advertising Specifications manager for rates on inserts or special inks. FTP Orthotown Magazine is printed web offset, 4-color process, saddle-stitched with a trim size of 8" x 10.875". We use inDesign CC on Mac OS X to layout the magazine. Our first choice for digital submission is a high-resolution Adobe PDF. If you are unable to save your ad in a high-resolution PDF format, we will accept: • Photoshop TIFF/High-resolution JPEG FTP address: ftp://ftp.farranmedia.com Username: farranmedia Password: upload (Username and password are case sensitive.) 1. Zip/stuff the file 2. Name your file using the following format: yourcompanyname_date 3. Upload your file to the folder with the month the ad is to be placed (Mac users may need to use Internet Client Software, such as Fetch, to enter our FTP site.) If you have any questions about Farran Media’s FTP site, please contact us. • Adobe Illustrator EPS (with all text converted to outlines) • If your full-page ad bleeds, please add .125" all the way around the outside trim size of the ad. Bleeds are not available for ads smaller than a full page. • Ads must be built to the correct size specifications. Oversized or undersized ads will be adjusted to fit the space purchased. • Ads may be compressed and e-mailed to [email protected] (if ad is 8MB or smaller) or uploaded via FTP following the instructions on the next page. • All media should be labeled with publication name, issue date, advertiser name and contact person. Deadlines Space reservations are due the 3rd of the month prior to publication month. Final artwork is due the 10th of the month prior to publication. Proofs Proofs must be supplied for all ad materials. We strongly recommend SWOP-certified, press-quality proofs for color matching for all ads. If you elect not to provide a press-quality color proof, Farran Media is not responsible for any color inaccuracies or text and image discrepancies on your ad. digital ortho // feature feature \\ cad/cam feature \\ practice management continued from page 41 Full Page (Full Bleed) Bleed 8.25" x 11.125" Trim 8" x 10.875" Live area 7" x 9.875" Please keep all text in live area to avoid trimming off Two-Page Spread (Full Bleed) Bleed 16.25" x 11.125" Trim 16" x 10.875" Live area 15" x 9.875" Full Page (No Bleed) 7" x 9.875" manufacturers offer different opportunities to limit the actual costs of their machines. These can include minimizing the diagnostic analysis performed on the scanned models (Lythos and True Definition), reducing coverage or opting out of the extended warranties, or earning rebates on the use of related products (Lythos). This cost analysis was an attempt to make a balanced comparison of the cost of each the machines. Prices, services and features discussed here can be subject to change. Every office will need to determine how they intend to use the machine and decide which costs will apply to their particular circumstances. The final factor to consider when deciding which machine to invest in is the ease of use. Some of the things to be considered in this category include: powder or powderless, scan type, scan time, file type generated by the scan, unit and wand size, and acceptance of the scans by third-party providers. A comparison of the previously discussed machines (Table I) demonstrates that the 3M machine is the only one of the five that requires the teeth be coated with a light powder to obtain the most accurate scans, but also has the smallest wand size. In terms of scan type or file type created, there seems to be little distinguishable difference between machines. The CS 3500 reports a longer scan time than the other units. However, it should be noted the average scan times were provided by the manufactures and not independently tested. The CS 3500 also offers the ability to directly integrate with some practice management systems, which could provide some time savings. The TRIOS machine reports the shortest scan times with the reported times for most units falling into the five to ten minute range. The CS 3500 and TRIOS pod are the most portable units as they offer a USB connection to any computer with the proper specifications. One final and important item to consider is a machines ability to generate scans for acceptance with third-party tooth alignment systems. Currently, doctors using the Invisalign system can choose between the iTero and the True Definition scanners. The iTero and TRIOS machines have been approved for use with the SureSmile system and the iTero, TRIOS and True Definition scanners have all been approved for use with the Incognito system. In conclusion, there should be little question that intraoral scanners offer orthodontic practices significant benefits over the traditional impression and plaster pour technique. Consequently, the traditional impression systems within orthodontic practices are being disrupted. Just as orthodontists have transitioned from film-based radiography to digital, a transition from plaster models to scanned 3D images is now occurring. The question is which of the currently available machines is the right one for you and your practice? Hopefully this review has provided some insights that will be helpful in reaching that decision. Vert. 1/2 Page 3.38" x 9.875" orthotown.com \\ NOVEMBER 2014 Creative Contact 9 Senior Graphic Designer • Virginia Earle • 480-445-9707 • [email protected] Farran Media Creative Department • 9633 S. 48th Street, Suite 200 • Phoenix, AZ 85044 point person come in and help out. This is why scheduling time for practice is so important. When everyone feels comfortable and confident with the scanner, digital images will come out as planned. 4. Carefully think through your new treatment submission process. Prior to using Lythos, patients had traditional impressions taken, then the models or impressions would be placed on my desk for me to write the prescription. Using digital scans, all of this information is in the cloud, where nothing needs to be tangibly taken care of. However, this meant sometimes assistants would submit prescriptions without knowing I wanted specific instruction before sending it to the lab. Therefore, we created a submission protocol, in which I would review and approve each scan before it was submitted to ensure it was submitted properly and not left unprocessed in the cloud. Conclusion My team is extremely happy to have an alternative to traditional impressions, and I have actually received more business as a result of offering digital scans. Integrating digital impressions is a practice transition, but one I recommend. Today’s technology has tremendous benefits and comes with an easy learning curve. We learned a lot along the way, and it has helped us refine how our practice operates and has ultimately led to better patient care. Need help finding the perfect scanner for you? Visit Orthotown.com/magazine.aspx for all the details you could imagine. Author’s Bio Dr. Ilene Rees loves getting to know her patients and their families at Omega Orthodontics in San Angelo, Texas. Her passion is creating beautiful smiles that her patients deserve. She received her Bachelor of Science from Texas Christian University, her Doctorate of Dental Surgery from Baylor College of Dentistry, advanced education in general dentistry from Virginia Commonwealth University and practiced her orthodontic residency at Saint Louis University. Horiz. 1/2 Page 7" x 4.875" 23 42 SEPTEMBER 2014 // orthotown.com “ Your team is not an expense. They are an investment. This simple change in perception is crucial.” is an optional expense. This couldn’t be further from the truth! Investing in your team makes them more engaged, and they will produce better results for your practice when they see you’re investing in them while clearly articulating your vision and expectations. Think like the Ritz-Carlton: They’ve grown an internationally renowned business because of their staff. That doesn’t happen overnight. They invest 280+ hours of training every year into their team. Be honest with yourself: Are you even investing a tenth of that? Remember—to get world-class results, you have to have a world-class team. And a world-class team doesn’t just happen; it’s created intentionally. If you commit to building a great team and then add training and accountability, they will give you a big return. Whether it is by scheduling new patients, upselling procedures or streamlining efficiency so that current clients are retained, your team can either build your practice up or hold it back. The first step towards fully realizing your team’s potential is to raise their engagement level. A recent study by Gallup indicated that companies with engaged employees outperformed those without by over 202 percent! Team members who are engaged will over-deliver because they are personally invested in the practice. Engaged team members are self-motivated to find solutions by improving their own systems in the office and their interactions with each other, as well as with patients. They have positivity and intention. They are focused on constantly improving themselves, grateful for growth opportunities and goal-oriented. Now, what can you do to help your team increase their overall value and engagement? Here are the four most important action steps. It All Starts with the Hiring Process Hiring the right team members is a non-negotiable step in the process to building an exceptional team. Make sure your hiring process is as unique as you are, and that it fully takes into account your expectations for each role. Assess not only a potential team member’s competency in their area, but also their personality, attitude, cooperation and adaptability. Everyone on your team must be open to change, because growth demands it. Business Reply Card Bleed 6.5" x 4.75" Make Purpose a Priority Sometimes, the obstacle preventing a great team from becoming exceptional is simply a lack of purpose. Focus, efficiency and engagement are incredibly important habits to form within your team, but without purpose, these things won’t Trim 6.375" x 4.5" Live area 5.5" x 4.25" 1/4 Page 3.38" x 4.875" orthotown.com \\ SEPTEMBER 2014 Please keep all text in live area to avoid trimming off Perf - Allow .375" from perf to spine 47 Terms: Net 30 days. Invoices are rendered the first week of each month. Accounts more than 60 days past due may not advertise in the current issue or future issue until account is paid in full. Accounts 90 or more days past due are subject to collection. In the event of nonpayment, the publisher reserves the right to hold the advertiser and/or advertising agency jointly and/or separately liable for monies due payable to the publisher. Insertion orders generated by advertising agencies containing payment disclaimer clauses will not be acknowledged. Cancellations after the published closing date will not be accepted, and the advertiser is liable for the cost of scheduled advertisement. 10 Electronic Media Specs Campaign Page Specs: • • • e-Newsletter Banner Ad Specs: n n n n n n n Artwork is due the Friday prior to the reserved week Must be 160 x 600 pixels and no larger than 50KB Must be GIF, JPEG or PNG format (Flash files are NOT permitted) Must provide URL (http://) to which the banner links 50 character alt text limit (Recommended) design banner ad with a solid color background to avoid color conflicts with displaying page Send materials to: [email protected] e-Promotion Specs: n n n n n Materials are due five business days prior to e-mail blast date Submit: e-Newsletter Featured Product: n • Material is due the Friday prior to the reserved week Product photo – 132 x 120 pixels – No larger than 30KB – GIF or JPEG format 50-word product description Must provide URL (http://) to be listed Send materials to: [email protected] n • 1. A subject line not to exceed 80 characters 2. Company name to appear in the “Sponsored By” line 3. An HTML file – Do Not Export HTML from Microsoft Word – Table width must be no greater than 680 pixels – HTML maximum file size is 20KB – Images must be hosted on your site and embedded as absolute URLs in your HTML document – No embedded background images in tables – In-line styles are required for all CSS – Be sure to include http:// in all URLs – No HTML5 or CSS3 4. A plain text file (required for all e-Promotions) – 150-200 words maximum – Plain text-only format (filename.txt) NO GRAPHICS or HYPERTEXT – Text formatting such as bold, italic, font size, bullets or color will not appear as such Send materials to: [email protected] Web Site Banner Ad Specs: 700 pixels wide, height can be up to 400 pixels Must be no larger than 50KB Must provide URL (http://) to which page links List what segment of our members should receive the campaign (e.g., GPs, U.S. GPs, just specialists) Send materials to: [email protected] Material is due the 20th of the month prior to the reserved month Submit: 1. Product name to appear in the headline 2. 250-character product description 3. Image size is 319 x 238 pixels – JPEG, GIF or PNG – file size should not exceed 50KB 4. Must provide URL (http://) to which panel links 5. Send materials to: [email protected] 728 x 90 319 x 238 • • • • • Homepage Product Spotlight Specs: • Artwork is due the 20th of the month prior to the reserved month Must be GIF, animated GIF, JPEG or Flash format Must provide URL (http://) to which the banner links Unlimited looping allowed Must not include any rapid or “strobing” animation of any graphic, copy or background elements (Recommended) design banner ad with a solid color background to avoid color conflicts with displaying page Send materials to: [email protected] If your banner is created using Flash, please include the following when submitting your materials: Original .fla file Any non-system fonts used in the ad Backup GIF or JPEG to be used for mobile compatible display Remember, flash is NOT visible on mobile devices. URL to landing page Important: Make sure to incorporate a working clickTAG so that click-through rates can be tracked. Your clickTAG can be validated at this website: https://doubleclick-support.appspot.com/validator/ Banner Ad Sizes & Size Limits: • 728 x 90 pixels – must be no larger than 50KB • 160 x 600 pixels – must be no larger than 50KB • • • • • • • 160 x 600 160 x 600 Creative Contact E-media Developer Brian Morales n 480-445-9705 n [email protected] <Feaured Product> <Campaign> <E-Promo> 11 12 9633 S. 48th Street, Suite 200, Phoenix AZ 85044 n 480-598-0001
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