Linda C. Keup

Date of Award


Document Type

Independent Study

Degree Name

Master of Business Administration (MBA)


The market faced by a dental practitioner today is radically different from the one twenty years ago. Thus, the mature dental practice must adapt and change in response.

The cultural, social and legal issues which have created today's dental marketplace are examined through a review of the literature.

By means of an internal audit of the staff and a survey of current patients, attitudes toward one dental practice were acquired. Results of those surveys are explored for predictability. Demographic data was also gathered from the surveys, and the market currently served is identified. Additional target markets are identified and appropriate marketing concepts defined.

Finally, based on research results, literature review and corporate mission, a marketing plan for this particular dental practice was developed.