The importance of dental marketing actions, respecting ethical aspects in a highly competitive market in modern dentistry

Increasingly, the dental market becomes competitive. Brazil has about 280 thousand dental surgeons duly registered in the class organs, besides other professionals who act illegally performing non-invasive procedures. This extremely competitive market requires professionals to seek legal forms and methods with marketing actions, aiming to reach, guide and attract new patients. This work aims to address the different forms of dental marketing, defining how these actions can strengthen the bonds between professionals and patients, becoming a strategy to face the competitive market. It encompasses actions that seek effectively, demonstrate that marketing is more than advertising, takes into account the behavioral structure of the brand, the office, and the employees. Thus, marketing actions are numerous and can be applied in a simple and effective manner, as long as they are supported by ethical foundations, making the professional stand out, retain loyalty and ensure professional success. The objective of this study is to identify, through a bibliographic review, the importance of dental marketing actions, respecting ethical aspects in a highly competitive market in modern dentistry, aiming at structuring and solidifying the links between professionals and patients.