Branding in dentistry is not a new project. It aims to establish a significant and differentiated presence in the health market that attracts and retains loyal patients. This is accomplished by giving a meaning to the private practice and creating and shaping a unique name and impression in the patients' minds. In this article, a modern approach to the term of branding and its importance in dentistry is applied based on current media, social trends and today's marketing communications environment. Glances are given into the concept of patient-based brand equity and the various ways that current pioneer marketing entities can build it. Negative and positive ways of effective branding techniques for dentists are also discussed. Additionally, the reasons which make the online presence of a dental brand imperative are numbered and suggestions for online branding are reported. Innovative branding ideas are further included relied on pioneer marketing techniques. Finally, this article contains an assessment guide for a dental brand and series of advantages that it brings to the modern dental practice.

Professional dental ethics for students are based on promoting oral health for dental patients and reinforcing an anthropocentric approach to communication and dental services. A total of 133 dental students (males 33.8% N1 = 46, females 66.2% N2 = 87) completed the study questionnaire. Descriptive statistics were applied, and non-parametric Kruskal–Wallis tests were used (p < 0.05). Students refuse services to patients that misbehave (37.6%), have irrational demands (18%), and when clinical cases exceed their capabilities (36.8%). Of the participants, 50.4% want to waive confidentiality when abuse is declared. Ethical role models are educators (33.8%), other qualified dentists (25.6%), and their parents (21.8%). Female gender positively affects integrity (p = 0.046), altruism (p = 0.032), and difficulty in conversations among colleagues (p = 0.036). Students outside the capital are less interested in esthetic issues (p = 0.007), in giving more than one treatment plan (p = 0.006), and in being confronted with inadequate treatments from other colleagues (p = 0.005). Family income positively affects clinical skills (p = 0.003), trust issues (p = 0.008), and moral insight and intuition (p = 0.02). Presentation with clinical scenarios is the preferred educational method (49.6%). Dental students show compassion for poor patients, respect patients’ autonomy, and guide patients to choose the best treatment plan before receiving dental ethics seminars. There is a positive relationship between the ethical footprints of students and gender, origin, family income, postgraduate studies, and future professional plans. Factors and ways to incorporate ethics in the dental curriculum could be considered when planning relevant courses.

No abstract