Marketing na odontologia: revisão de literatura

Abstract

The dental labor market has become increasingly competitive, leading the dentist to develop knowledge and skills beyond the technical ones, among them management and marketing. The objective of this study was to demonstrate how marketing contributes to a dentist's differentiation in the job market. This is a descriptive literature review with a qualitative approach, using the following descriptors: ''Marketing'', ''Marketing in health services'', ''Dentistry''. Marketing has changed over the years, especially in recent months, due to a series of behavioral changes in society that is increasingly digital and with diverse consumer needs. This leads to the migration of marketing methods to a new environment, such as the digital one. After reviewing the literature, it is concluded that, with the competitiveness in the dental market, the use of marketing in a smart way can be consolidated as a means of differentiation among professionals. Dental surgeons who use this resource in an ethical and appropriate manner tend to achieve positive results in terms of attracting new patients, as well as providing greater visibility for their work. Therefore, the dental professional, when using marketing tools to promote his services, becomes a differentiated professional in the dentistry and health services market.