title: Marketing the dental hygiene program. A public relations approach.
abstract: Since 1980 there has been a decline in dental hygiene enrollment and graduates. Marketing dental hygiene programs, a recognized component of organizational survival, is necessary to meet societal demands for dental hygiene care now and in the future. The purpose of this article is to examine theories on the marketing of education and to describe a systematic approach to marketing dental hygiene education. Upon examination of these theories, the importance of analysis, planning, implementation, and evaluation/control of a marketing program is found to be essential. Application of the four p's of marketing--product/service, price, place, and promotion--is necessary to achieve marketing's goals and objectives and ultimately the program's mission and goals. Moreover, projecting a quality image of the dental hygiene program and the profession of dental hygiene must be included in the overall marketing plan. Results of an effective marketing plan should increase the number of quality students graduating from the dental hygiene program, ultimately contributing to the quality of oral health care in the community.
authors.forename: C
authors.initials: C
authors.lastname: Nielsen
mesh_terms: D003756:Dental Hygienists / Q000193:education*; D011641:Public Relations; D012576:Schools, Health Occupations / Q000458:organization & administration*