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Due to historical developments emphasis in thinking and acting in dentistry was placed on providing care. Changes in society and dentistry resulted in a greater patients' independence and in an increased demand for service. Marketing enables to cope with the transformation of care into service and improves efficiency and quality.

A survey in an at random sample of 18-66 years old persons was conducted in the Netherlands to assess knowledge of dental treatment possibilities. The results show that 29% has an inadequate level of knowledge, 54% a moderate level and 17% a good level. With regard to the dental subjects, it turns out that knowledge was good on preventive items while a poor knowledge score was found on items of oral surgery and aesthetic dentistry. People without a dentist, with lower income and occupation have less knowledge than people that report having a dentist, a higher income and a higher occupation. The occupation has the largest effect on the knowledge score.