Why is most dental advertising what's called "incestuous" and why does that pattern actually help practices that escape it? Because most dentists copy what other dentists in their area are already doing, then their copycats copy them, and the result is a closed loop of similar-looking advertising that never tests against the broader marketing world. The pattern is recognizable. A dentist sees a competitor's mailer, postcard, or website and concludes the format must work because the competitor is using it. They commission similar materials. Other dentists see those materials and do the same. A small set of layouts, headlines, and offers [...]