Marketing aplicado na odontologia: uma revisão da literatura

Abstract

This study aims to gather and analyze research on dental marketing, investigating how this practice influences the market and consumers. Additionally, it seeks to evaluate the ethical and legal aspects related to marketing in dentistry and the various forms of its implementation. The methodology involved a bibliographic search on the Scielo and PubMed platforms, followed by a literature review. A total of 32 relevant articles on general marketing and dental marketing were found. After a thorough analysis, 18 articles meeting the established criteria for this study were selected. The results indicate that the dental sector is becoming increasingly competitive, prompting dentists to adopt non-clinical strategies to sustain themselves in the market. In this context, marketing emerges as a crucial tool for the promotion and sale of dental services, playing a significant role in the maintenance of professionals in the workforce.