No matter whether you are an employee, an owner or practicing in another setting, the way you market yourself as a dentist must be ethical, as well as effective. Consult the ADA Advertising Basics for Dentists and Dental Associations: A Guide to Federal and State Rules and Standards for information on common questions dentists have when preparing marketing materials.
Find information on assessing an advertisement for problems, substantiating claims made in advertisements and navigating the ethical considerations of newer marketing tactics such as deal-of-the-day social couponing sites.
Truthful advertising can be a solid foundation for building a trusted dentist-patient relationship. Be sure to consult your local and state dental associations and your own legal counsel for advice.