Direct Mail Dental Motivation of Parents of Three-Year-Old Children

Abstract

To determine whether parents of 3-year-old children could be motivated by direct mail to obtain dental care for their children, 2662 dental health birthday greetings were mailed in 1958. Of the 2140 greetings delivered, 22% were acknowledged. In 1959, approximately 1 year after the greetings had been sent, Public Health Nurses interviewed 1565 parents; 19% more of the study (greeted) than the control (ungreeted) 3-year-old children had visited a dentist, or 45% versus 38%. Visits to the dentist were closely related to such variables as education, income, occupation, the Hollingshead 2-Factor Index of Social Position, size of family and number of insurances. Respondent families observed better health and dental practices, were better integrated and had the least amount of disorganization. Of the 3-year-olds 95% had visited the physician compared to only 38% who had visited the dentist. As carried out in this study, it is estimated that it cost $3.57 for each family motivated by the dental health birthday greetings to visit the dentist.