Why does large-market dental marketing carry dramatically higher risk than smaller markets? Because the cost of any single marketing mistake scales with the size of the market, and the budgets required to reach meaningful share of an audience in a major metropolitan region can produce six-figure losses on a single underperforming campaign. New York, Chicago, London, Los Angeles, Houston, Sydney, and similar major cities have media markets where a single full-page newspaper ad, a meaningful television run, or a serious direct mail campaign can run into substantial five or six figures. A practice that gets the headline, the offer, the targeting, [...]