Acknowledgments
This publication was developed by the American Dental Association’s Center for Dental Practice. The American Dental Association thanks the following individuals for their contributions to this module:
• Dr. Andrew B. Brown, Council on Dental Practice 2012-2016, chair 2015-2016
• Dr. Jean L. Creasey, Council on Dental Practice 2012-2016
• Dr. Julia Mikell, Council on Dental Practice 2015-2019
• Dr. Scott Theurer, Council on Dental Practice 2014-2018
• Dr. Stacey Van Scoyoc, Council on Dental Practice 2015-2019
• Mr. Gary Bird
• Mr. Daniel A. Bobrow, MBA
• Ms. Melissa Green
• Ms. Wendy O’Donovan Phillips
• Mr. Jacob Puhl
• Ms. Grace Rizza
In addition to the individuals cited above, principal contributors to this publication include Dr. Pamela M. Porembski, director, Council on Dental Practice, Cynthia Kluck-Nygren, manager, Dental Team Activities and Publications, and Dr. Diane Metrick, senior manager, Special Projects and Emerging Issues. Special thanks to the ADA’s Council on Dental Practice, Council on Communications, and the Council on Ethics, Bylaws, and Judicial Affairs.
Legal Disclaimer
While some content within the ADA’s Guidelines for Practice Success™ (GPS™) module on Managing Marketing may discuss certain federal and state laws in very general terms, it does not and cannot address every federal and state law, rule or regulation that could affect the marketing and management of a dental practice. Each dental practice must be aware of and comply with applicable state and federal laws, rules and regulations. This resource refers to various federal statutes and regulations, including those adopted by agencies such as the U.S. Department of Health and Human Services (HHS), the Federal Trade Commission (FTC), the U.S. Department of Justice (DOJ), and others. None of the information in this module has been reviewed or approved by representatives of those or any other federal agencies. The structure and design of each practice’s marketing plan will be unique to that practice and each practice should appropriately consider, and abide by, the federal and local stipulations regarding those activities.
We have made every effort to make these materials useful and informative. As a consumer of this information, however, you must understand that laws vary between jurisdictions and that changes to those rulings may occur more frequently than this resource is updated. For that reason, we make no representations or warranties of any kind about the completeness, accuracy, or any other quality of these materials or any updates, and expressly disclaim all warranties, including without limitation all implied warranties (including any warranty as to merchantability and fitness for a particular use).
To the extent that we have included links to any websites, we intend no endorsement of their content and imply no affiliation with the organizations that provide their content. Nor do we make any representations or warranties about the information provided on those sites, which we do not control in any way.
We welcome your comments and suggestions regarding the ADA’s Guidelines for Practice Success™ (GPS™) on Managing Marketing.
© American Dental Association 2017
Table of Contents
Legal and Ethical Aspects of Marketing
Defining and Managing Your Brand