With the rise of DSOs and general dentists keeping more specialty procedures in-house, many specialists are experiencing declining referrals. This decline also offers an opportunity for specialists. By embracing direct-to-patient marketing, building authentic in-house outreach, and clearly defining their brand identity, specialists can reclaim control over their growth. Check out this week’s The Bottom Line to discover the changing landscape of referral-based and specialty dentistry.—Chief Editor Pamela Maragliano, DMD