Salierno Chris 2020

Your marketing playbook

April 12, 2021
To best serve your patients, it’s critical to know which business you’re in and how to reach your customers—all of which make up your strategic marketing plan.
Chris Salierno, DDS, Chief Dental Officer, Tend

In his landmark 1960 article, “Marketing myopia,” Theodore Levitt addressed the common problem of businesses that “...are now endangering their futures by improperly defining their purposes.”1 He argues that company executives exhibit their nearsightedness when they focus on selling products rather than meeting their customers’ needs.

Paramount Studios isn’t in the film business. It’s not in the television business. Paramount is in the entertainment business. By keeping that in mind, Paramount executives can still produce movies and TV shows while being in touch with the evolving ways people are entertained, such as streaming media and mobile devices.

What business are we in? Implants, veneers, whitening...these are just products. My practice is in the oral health business. More specifically, my practice serves the oral health needs of professionals and older adults of central Long Island. My busy professional patients don’t need crowns; they need efficient care and flexible business hours. My senior patients don’t need fillings; they need affordable restorations that will last when home care is compromised. Everything from my logo, reception area décor, social media content, and office hours all speak to the same customer needs. 

Target markets, branding, engaging current and potential customers...these are just some of the considerations for a strategic marketing plan. If you’d like to get more strategic with your practice marketing, I encourage you to join us at the Principles of Practice Management Conference October 14–15 in Scottsdale, Arizona, where our theme will be “The Marketing Playbook.” 

We’re bringing some of the sharpest minds in marketing together to help you find your practice’s niche in your community. Check out our feature on the importance of social media in dentistry (and which platforms are the hottest right now!) to get a sneak preview of the courses and presenters. 

I believe your marketing playbook is the key to keeping your eye on your patients’ needs. At our conference, we’ll give you a crash course on everything from the marketing fundamentals to building a wildly popular Instagram account—all with your current and potential patients in mind.


Chris Salierno, DDS
[email protected]


  1. Levitt T. Marketing myopia. Harvard Business Review. 1960;38:45-56.

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