Dental board versus word of mouth

Under the guidelines, you can't do much more advertising than this.
Under the guidelines, you can’t do much more advertising than this.

This week the Dental Board released its latest communiqué, in which it identified “The ongoing issues with respect to advertising by dental practitioners” as an area of concern to the Board. At the same time, dental marketing group IDM has begun to circulate an online petition questioning the guideline regarding the use of patient testimonials.

The Board’s communiqué says its response to ongoing debate about advertising means that “it has agreed that a Taskforce Dental Advertising group (the Taskforce) be established. The Taskforce will comprise members of the National Board and AHPRA staff with relevant legal backgrounds and will meet as appropriate to discuss and make recommendations to the National Board on the AHPRA approach to the management of notifications on advertising matters.”

It adds that the National Board reminds all dental practitioners that they are responsible for the content of all advertising material associated with the provision of their goods/service, regardless of the type of media used to advertise and should ensure that advertising is compliant with the requirements of the National Law and Advertising Guidelines.

The IDM petition about patient testimonials questions the guidelines, saying “Here at IDM we believe word of mouth is still your best form of marketing and patient testimonials are a natural extension of this. Your personal reputation is a major contributor to your long-term success and is this reputation not built by what people say about you?”

Previous articleResearchers increase the success rate of tooth implants
Next articleTools of the Trade: Galileos


  1. I think a Task Force Dental Advertising group is a good idea.
    Too many questions remain unanswered by the proposed new advertising guidelines.

    Is a LinkedIn endorsement e.g. for dentistry, a testimonial?
    Is a Facebook ‘thank you’ on your personal but open facebook page, from a friend/patient ,a testimonial?
    If a patient randomly finds you on Twitter and tells you what a great crown you have done – is that a testimonial?
    What about the ‘work arounds’ of getting a third party to show off your dental work or list your positive reviews?

    And the limited time offers: -if they inspire the use of health checkups and preventative treatment – is that an issue.
    The stated aim of the advertising code is to prevent health providers promoting unnecessary health treatments. Now what exactly does that include in dentistry today!!


Please enter your comment!
Please enter your name here