Resumo

PARANHOS, Luiz Renato et al. Ethical and legal implications of marketing in Dentistry. RSBO (Online) [online]. 2011, vol.8, n.2, pp. 219-224. ISSN 1984-5685.

INTRODUCTION AND OBJECTIVE: The aim of this study was to discuss the ethical and legal use of marketing in dentistry by the professionals. Marketing itself is very important for solving the problems of competitiveness of daily private practice, but in several times its application methods may raise concern due to the current regulations. Marketing itself is very important for solving the problems of competitiveness of daily private practice, but in several times its application methods may raise concern due to the current regulations. LITERATURE REVIEW: The marketing concepts have been frequently reported, and this literature review shows that the methods of marketing in Dentistry are very varied. CONCLUSION: At the end of this study, most authors agreed that internal marketing is the most effective due to low cost. Besides that, it should be accepted as an obligation for the dentist's professional success. Consequently, the dentist becomes responsible for the effectiveness and evaluation of the marketing program of the office, and may be helped by the auxiliary personnel. The professional is exposed to unnecessary risks regarding to the professional responsibility concerning to the law in services delivery advertising. Although there are no specific laws, the current legislation must be respected.

Palavras-chave : legislation; dental; marketing; Dentistry.