Over the last two years, we’ve seen an overwhelming number of companies make pledges, commitments and investment in “social good” initiatives, largely in response to public pressure, employee priorities and vision, and the watchful eye of social media.
While these initiatives are important, the true test is whether or not they are long-term, strategic pillars of your business – or an ad hoc show of support.
A defined, thoughtful corporate social responsibility strategy aligns with your business vision and values, engages team members and is continuously evaluated for impact. At Aspen Dental, the idea of breaking down barriers to care and advancing healthy mouths for more people is integral to how we practice dentistry every day, so giving back to our local communities has become a natural, consistent part of what we do.
As the dental industry at large strives to make an impact, elevate awareness of dental care as a critical part of overall health and wellness, and engage and retain employees, here are three reasons to implement a meaningful, memorable CSR strategy – and some learnings from our journey at Aspen Dental:
More than marketing
When successfully implemented, CSR initiatives go beyond being a marketing and branding opportunity. Well-coordinated CSR initiatives build long-term organizational value beyond the conventional return metrics quantifying marketing and branding efficacy. For example, Aspen Dental’s well-known annual Day of Service, part of the Healthy Mouth Movement, connects providers with veterans in each community within our network’s immediate and extended footprint, often drawing patients from an hour or more away. From patient intake forward, our accessibility-driven mission, and innovative provider support paradigm have successfully challenged what many thought possible in dentistry. Not only are veterans getting much-needed and much-deserved care, but this structured, meaningful opportunity to give back allows our team members to see that they are truly making an impact.
Encouraging preventative dental care
It’s important to ensure a CSR initiative is set up for long term success for your patients – not just a one-off touchpoint. As dentists, we know many people avoid our office for many reasons – prior traumatic experiences and finances being two of the greatest complaints I hear about. It can be challenging to convince a person to spend their hard-earned money on receiving a procedure they dread, but routine and preventative dental care is essential to a healthy body. Free dental care through our Day of Service program might be what brings veterans and their families in to receive dental health care for the first time, but it’s equally as important that they come back.
Aspen Dental also provides a free new patient exam to reduce barriers to entry for all patients. Following that exam, Aspen Dental works directly with the patient to coordinate the financial arrangement so they can continue to get the routine care that they need. These supports help patients focus on their overall oral health and any treatment plans – preventative or reactive – instead of allowing financial stressors and questions to hinder necessary care.
Employee satisfaction and retention
Employees have options for their workplace just like our patients have options for their dental care. With a clear stance on supporting veterans – who otherwise do not receive dental care unless they are 100% disabled, have a service-related injury, or were prisoners of war – prospective and existing employees can rally behind a cause that brings so many Americans pride. Our employees live and work in their communities, and it is incredibly prideful to share our gift of relieving pain and striving for oral health.
The opportunity to give back in a tangible way to your community empowers team members with a sense of purpose. Especially as dental professionals, we have something of true value to offer our communities – care that many people struggle to access. The more our collective industry commits to wielding our skills, expertise and resources for good, the greater impact we can make. This starts with a comprehensive strategy, followed by an intentional roll-out that empowers local providers to make a difference and meet patients where they are, understanding their unique needs and barriers.