AACD Strategic Plan

For Years 2005, 2006, 2007 and 2008
Updated: February 23, 2006

Developed by Members of the AACD Board of Directors, American Board of Cosmetic Dentistry and Staff. Ed Simeone, CMP of Fusion Productions and Robert A. Hall, CAE, AACD Executive Director served as facilitators for the original plan developed in June 2003. The plan update on February 19, 2004 was facilitated by Paul D. Meyer, CAE, Principal Partner of Tecker Consultants, LLC. Robert A. Hall, CAE, served as facilitator on February 24,2005 and February 23, 2006.

AACD Core Values: We are committed to…

• Valuing people above all else
• Setting the standard for excellence
• Continuous education and learning
• Acting with integrity and accountability
• Improving people's lives
• Giving back to the community
• Ethical delivery of dentistry that is exceptional in Esthetics, Health, and Function.
• Having fun as we live these values

Mission:

The American Academy of Cosmetic Dentistry is dedicated to advancing excellence in the Art and Science of Cosmetic Dentistry and encouraging the highest standards of ethical conduct and responsible patient care.

The AACD fulfills its mission by:

• Offering superior educational opportunities;
• Promoting and supporting a respected Accreditation credential;
• Serving as a user-friendly and inviting forum for the creative exchange of knowledge and ideas;
• Providing accurate and useful information to the public and the profession.

AACD's Vision:

To be globally recognized as the pre-eminent resource for cosmetic dentistry information, knowledge, and credentialing for the dental profession and the public.

AACD's Desired Future:

• AACD has created an environment where camaraderie enhances the learning experience and provides professional support to all members.
• AACD educates the public about the life-changing benefits of cosmetic dentistry and the value of a beautiful smile. The public will be given clear and accurate information by which they can evaluate their needs and wants and seek the best treatment options.
• AACD educates dental professionals to improve the level of cosmetic dentistry they deliver.
• AACD credentials dental professionals to both challenge them to achieve a higher level of practice and to provide the public with a guide to select a highly competent cosmetic dental professional.
• AACD acts as an advocate for excellence in the provision of cosmetic dentistry to the public.
• AACD provides a forum for cosmetic dental professionals to exchange knowledge about all aspects of cosmetic practice, from materials to techniques to marketing globally.
• AACD continues to raise professional standards globally, by advancing excellence in the art and science of cosmetic dentistry.
• AACD actively collaborates with appropriate dental organizations that demonstrate their commitment to, and support of, excellence in comprehensive dental treatment.

Long Term Goals:

Goal 1 – Financial: AACD will prosper financially in order to achieve its stated goals and respond effectively to strategic opportunities and challenges.

Goal 2 – Professional Education: AACD will offer, and recommend, superior and diverse educational opportunities dedicated to advancing the art and science of cosmetic dentistry.

Goal 3: Credentialing: AACD will promote credentialing and maintain the integrity of the credentialing process.

Goal 4 – Professionalism: AACD members will demonstrate and be recognized for a consistently high level of professionalism and ethical behavior.

Goal 5 – Technology: AACD will explore new technologies to increase opportunities to the Academy and to the profession.

Goal 6 – Membership: AACD will continue to grow by providing value to new and existing members.

Goal 7 – Public Education: AACD will be the premier source of consumer information about the benefits of cosmetic dentistry.

Goal 8 – AACD Charitable Foundation: The AACD Foundation will coordinate cosmetic dental care to qualified survivors of domestic violence, increase national awareness of the GBAS program and administer the Disaster Relief Fund.

Short Term Objectives: To be accomplished during the FY07-FY09 period. (Responsible Committee(s) listed in parentheses.) Objectives are listed under the appropriate goal.

The objectives were prioritized to reflect the urgency of accomplishing them. Objective were labeled with a (H) high, (M) medium or (L) low priority.

Goal 1 – Financial: AACD will prosper financially in order to achieve its stated goals and respond effectively to strategic opportunities and challenges.

Objective A: (Exec Com and ED) (H) Ensure that the strategic plan and the budget are integrated.

• Complete fiscal year strategic planning at the February Board meeting.
• Review the progress towards objectives at each meeting of the Boards .
• Complete financial plan by June 2004 Board meeting.

Objective B: (Finance Committee) (H) The Academy will develop a balanced budget each year.

Goal 2 – Professional Education: AACD will offer superior and diverse educational opportunities dedicated to advancing the art and science of cosmetic dentistry.

Objective A: (CAC) (H) A curriculum for cosmetic dentistry education will be integrated into the annual scientific conferences.

Objective B: (Publications and Accreditation Committees) (M) Encourage more clinical submission to JCD and other professional journals.

Objective C: (Publications and PR) (M) Ensure that the JCD is recognized as a refereed journal.

Objective D: (Exec Com and ED) (M) Develop strategic alliances with other organizations when it will advance the interest of AACD and its members.

Objective E: (CAC and International Relations Committee) (L) Explore the possibility of international meetings.

Objective F: (H) Continued PEAC and UAC development that benefits both the AACD members and the PEAC and UAC members.

Objective G: (CAC) (M) Consider including cosmetic removable prosthetics in the curriculum

Action Plans:

• Consider a meeting management company to outsource some parts of the meeting
• Stronger affiliate meeting/education program “Regional Education” (Possibly partnering with the Dental Schools in that region as the Venue of Choice.)

Goal 3: Credentialing: AACD will promote credentialing and maintain the integrity of the credentialing process.

Objective A: (ABCD) (H) A curriculum for Accreditation preparation (track) will be developed by the ABCD and will be integrated into the annual scientific session.

The Accreditation track at the annual meeting shall be designed to present courses that will be helpful to those candidates seeking Accreditation and therefore increase the success of members seeking Accreditation

Objective B: (ABCD) (L) Explore the feasibility of opening the Accreditation process to non-members.

Objective C : (ABCD and Marketing Oversight) (H) Develop a marketing plan that promotes the process and the benefits of Accreditation.

Objective D: (ABCD and Accreditation Committee) (H) Make available credentialing workshops at affiliate level or at additional times during the year.

Objective E: (ABCD and Written Exam Committee) (L) Pilot test having the written exam available at testing centers or online.

Objective F: (Boards, staff, Accredited members) (H) Educate the ADA and other organizations on the value and validity of the AACD credential.

Objective G: (ABCD and Marketing Oversight) (H) At least 10% of the members of the organization should be accredited.

Goal 4 – Professionalism: AACD members will demonstrate and be recognized for a consistently high level of professionalism and ethical behavior.

Objective A : (Exec Com and ED) (L) Refine the AACD referral program.

Objective B : (Exec Com, ED, and Ed Simeone) (H) Develop an ongoing leadership development program.

• Consider reestablishing the Leadership Development Committee

Objective C: (M) Increase communication between the BOD, ABCD, BOT and the CAC.

Goal 5 – Technology: AACD will explore new technologies to increase opportunities to the Academy and to the profession.

Objective A : (PR) (H) The website will be reviewed for information accuracy, ease of navigation, and updated information, and will represent the latest in web technology and member service delivery.

Web committee to promote website as dynamic marketing tool.

Direct consumers to our website through our advertising efforts. -People are more likely to go to a website & look versus calling a 1-800 # and the site will help to educate them on the front end

Objective B: (PR) (M) Increase utilization of online bulletin boards and investigate using ListServs.

• Consider developing an online Bulletin Board for consumers.

Goal 6 – Membership: AACD will continue to grow by providing value to new and existing members.

Objective A : (Membership) (H) Develop a plan for regular market research activities (retention issues, membership issues, member needs, etc) to be integrated into the operations of the Academy to ensure its alignment with member value expectations.

• Develop a monthly short (one question) email member survey.

Objective B: (Membership) (H) Strengthen the links between AACD and its affiliates.

• Conduct an annual meeting with affiliate leaders.
• Investigate the possibility of assisting affiliates in conducting educational programs locally.
• Send representatives to visit affiliate meetings annually.

Objective C: (L) Explore providing additional support to assist cosmetic dentists in marketing themselves.

Goal 7 – Public Education: AACD will be strongly branded as the premier source of consumer information about the benefits of cosmetic dentistry.

Objective A: (PR) (H) Develop a plan for ongoing consumer communication efforts and review plan annually to assess success rate.

Goal 8 - Assist survivors of domestic violence: The AACD Foundation will coordinate cosmetic dental care to qualified survivors of domestic violence and increase national awareness of the GBAS program.

Objective A: (BOT) (M) Increase the number of survivors helped by 50% every 3 years.

Objective B: (BOT and CAC) (H) Conduct educational sessions at the annual scientific meeting.

Objective C: (BOT) (M) Increase the number of volunteers.

Objective D: (BOT) (H) Increase contributions to GBAS and the DRF.

Objective E: (BOT & PR Committee) (H) Increase the awareness of the GBAS with local domestic violence agencies.

Objective F: (BOT) (M) Establish and fund an AACD Perpetual Endowment Fund of One Million Dollars.

Objective G: (BOT) (H) Partner with larger, like-minded organizations to maximize response such as PADV (Partnership Against Domestic Violence) or FACE to FACE (National Domestic Violence Organization)

Action Plans:

• Implement a marketing plan to develop the Charitable Foundation’s perception as a philanthropy i.e. GBAS, KDRF, and other charitable activities as developed.
• Market the Charitable Foundation both professionally (dentist) and publicly as service entity. Show AACD corporate responsibility through community.
• Create and expand ways for volunteers to provide services to survivors of domestic violence by developing a regional care coordinator to facilitate expanded services.