What are the dental marketing advantages of operating in a smaller market? Several structural advantages that smart practices can exploit before competitors catch on. Smaller markets typically have a vacuum for direct response dental messages, because most local practices are running generic image advertising or no advertising at all. The first practice to apply DRM principles in such a market gains an early lead that can be difficult for later entrants to overcome. Smaller markets are also less fragmented in media consumption. Local newspaper, local radio, local television each tend to dominate their respective channels, so a practice can reach a [...]