Association between knowledge and attitudes toward dental marketing among practicing dentists in Peru: A cross-sectional study.

Benhur Miqueas Floreano-Mendoza; Sandra Yuleisy · TUMI Oral Health (2026) · DOI: 10.64716/a76rkw89

Resumen

In recent years, the integration of marketing strategies into dental practice has become essential for improving professional competitiveness, patient acquisition, and service sustainability. However, evidence on dentists’ knowledge and attitudes toward dental marketing remains limited, particularly in developing countries. This study aimed to assess the association between knowledge and attitudes toward dental marketing among practicing dentists in Peru. A quantitative, observational, cross-sectional, and analytical study was conducted, including 139 dentists selected from a population of 215 professionals in Trujillo. Data were collected using a validated questionnaire developed by Calderón T, designed to evaluate knowledge and attitudes related to dental marketing. Statistical analysis was performed using the chi-square test. The results demonstrated a statistically significant association between knowledge level and attitudes toward dental marketing (p<0.001). Regarding knowledge, a regular level was more frequent among males (30.2%), whereas a poor level predominated among females (25.2%); by age, dentists aged ≥46 years showed mainly regular knowledge (21.6%). Concerning attitudes, poor attitudes were observed in both males (25.2%) and females (25.9%), with the highest frequency in the 36–45-year age group (23.7%). These findings indicate that insufficient knowledge is associated with unfavorable attitudes toward dental marketing. In conclusion, a significant association exists between knowledge and attitudes, highlighting the need to strengthen training in marketing competencies among dental professionals.

Instituciones: Universidad Católica Los Ángeles de Chimbote