Shaping Public Policy with the Illinois State Dental Society

Challenge:

For decades, Illinois dentists have raised concerns about the urgent need for dental insurance reform, as patients have struggled with diminishing benefits despite rising premiums. Many patients are denied coverage for basic services, creating significant barriers to oral health care. Building on recent victories in Massachusetts, the Illinois State Dental Society (ISDS) partnered with Krantz Strategies to develop a public relations campaign advocating for impactful legislative reform.

Goals:

• Raise public awareness of ISDS’s mission and reform priorities

• Persuade stakeholders and lawmakers to act on dental insurance reform

• Build broad-based support for key legislative proposals

• Strengthen member engagement by showcasing campaign traction

Objectives:

• Highlight patient-centered benefits of proposed legislation

• Leverage digital advertising, video, social media, and earned media

• Provide fact sheets, social graphics, and toolkits to drive stakeholder engagement

• Create sustained momentum through targeted, strategic communication

Strategy:

• Launched the campaign with a high-visibility press conference

• Produced and promoted a compelling campaign video across digital platforms

• Executed targeted digital and social media outreach to reach key audiences

• Developed tailored messaging for legislative hearings to resonate with decision-makers

• Engaged media outlets with proactive pitches, including a Chicago Tribune letter to the editor

Tactics:

• Designed fact sheets, social graphics, and stakeholder toolkits for use across channels

• Produced a campaign video that generated significant online engagement

• Secured strategic media coverage in local and statewide publications

• Crafted patient-centered messages for hearings and legislator meetings

Key Results:

• Legislative Wins: Two out of three ISDS-backed bills were signed into law by Governor Pritzker, marking a major step forward for dental insurance reform

• Public Engagement: The campaign video reached more than 65,000 views on YouTube, helping to shape public conversation

• Member Impact: The More for Your Smile campaign fostered unity and confidence among ISDS members, reinforcing their role as trusted advocates for oral health

  The campaign's success was the result of collaboration, effective messaging, and strategic media engagement. Lessons learned include the importance of cohesive messaging, data-driven advocacy, and continuous stakeholder engagement.

  Through a comprehensive, strategic communications campaign, ISDS and Krantz Strategies effectively advocated for dental insurance reform, improving the lives of dental professionals and patients across Illinois. "More for Your Smile" serves as a strong foundation for continued efforts to shape public policy and promote oral health.