摘要：The image of the dental offi ces and their promotion has acquired an important
role in creating an identity and in developing the praxis. Along with the increasing
dental services market also appeared a strong need for diff erentiation of dental
offi ces/dental clinics. The study has set the goal of identifying the main promotion
means and methods used in many of dental offi ces/dental clinics faced with the
negative eff ects of economic crisis such as the reduction of the budget and the
signifi cant erosion of profi ts. The study group included 360 subjects, graduates and
young dentists, aged between 25 and 34, of which 183 (50.83%) female and 177
(49.17%) male gender. In terms of qualifi cation, 186 (53.30%) of those surveyed
are graduates, and 174 (46.70%) are young dentists with licence to practise. The
tool used was an opinion survey, whose questions wanted to be relevant to the
research aim and objectives. The opinion survey was conducted from April 2016
to May 2017. The competition that currently exists in the dental market has led to
diff erentiation of dental offi ces/ dental clinics and to creating an identity for each
one of them. The image of the dental offi ce/ dental clinic and institutional visual identity infl uence the fi rst impression that the patient remembers and ultimately
its “business card”. The effi ciency and success in dentistry are mainly the result of
the quality of dental services and patient satisfaction. This depends on the dentist’s
professional training and on the endowment with modern and quality equipment
of the dental offi ce. Optimizing dentist-patient relationship has become important
because it determines the professional and fi nancial success on a medium and
long term.
关键词：marketing; dentistry; visual identity; health information; impact
