When does image marketing make sense for a dental practice versus direct response? Almost never. Image marketing builds vague brand awareness through feel-good visuals and slogans without measurable response or clear attribution. It works for global corporations like Coca-Cola or McDonald's, where the budget is large enough to flood markets continuously and the goal is reinforcing existing recognition rather than producing immediate response. The economics that justify it for those corporations do not apply to a dental practice. A practice spending $10,000 a month on marketing cannot afford to spend any of it on unmeasurable brand-feel content. Every marketing dollar needs [...]