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You read it in advertisements, hear it at seminars, see it used by dental product manufacturers: “Predictable Results.” These two words are buzzing around the industry and have been for some time. “Predictable dentistry” is better for patient and doctor, right? In theory, yes. However, some agencies may consider “predictable dentistry” false and misleading. If your practice’s website or print marketing states that a product or service can offer predictable results, you could get in big trouble!

What does “big trouble” mean? In most cases, the agency with the issue will contact you by mail requesting that you change your marketing. Compliance is mandatory. “Predictable dentistry” is just one example of a problematic phrase.

WhatYou Need to Know about Dental Marketing
The ADA warns dentists (in section 5.F.2 of Principals of Ethics) not to use false or misleading statements in advertising. For terms like “predictable dentistry,” this may seem like overkill. But if a patient believes with all certainty that the results his dentist predicts will happen, and they don’t, dentist and patient have a problem. That problem could result in a lawsuit. Members of the ADA must adhere to the marketing guidelines put in place by the ADA. Since knowledge is power, check out the ADA’s Principals of Ethics and Code of Professional Conduct to familiarize yourself with the guidelines you are expected to follow.

Also become familiar with your state board’s marketing guidelines. Most states offer their guidelines online, but you may have to call the organization for assistance. Some states are stricter than others, but in general, statements of superiority, “sleep dentistry” and similar terms, and “painless” or “pain free” are watch words.

• In Texas, testimonials are taboo.
• In Alabama, “state-of-the-art,” “life changing,” and “quality dentistry” are frowned upon.  
• Georgia and Ohio state boards don’t like “skilled,” “modern,” or “latest.”
• California prefers “relaxation dentistry” to “sedation dentistry” when oral sedatives are used.

Following the rules doesn’t have to be difficult. Think of it this way, with so many words to choose from in the English language, a great copywriter or marketing specialist can effectively convey the message you want without compromising your dental license. And yes, violating marketing guidelines could put your license at risk.