By Shayne Harris
From the Autumn 2025 Journal of the Colorado Dental Association
Dentistry is no longer just about clinical excellence. Success also depends on making the right business decisions: where to open, how to expand, which services to emphasize and how to reach the right patients. In an era where data drives nearly every industry, dentistry is no exception. The practices that thrive will be the ones that embrace market data and AI as essential tools, not optional add-ons.
Why Market Clarity Matters
Dentists face a more complex environment than ever before. Competition is increasing and patients are changing how they choose providers. They weigh convenience, affordability and reviews in ways that weren’t as prominent a decade ago.
Guesswork is no longer good enough. Without clarity, practices risk overinvesting in services with little demand, expanding into oversaturated markets, or wasting marketing dollars that don’t reach the right patients. With clarity, however, practices can anticipate changes, respond strategically and build growth on solid ground.
What to Look for in a Market Viability Study
A comprehensive Market Viability Study transforms raw data, captured in real-time, into actionable insights. The best studies don’t just provide numbers; they provide direction. That means examining:
- Demographics to reveal who your patients are and what they need.
- Economic conditions to evaluate affordability.
- Competitive analysis to highlight threats and opportunities.
- Consumer preferences to understand how patients choose dentists.
- Service demand projections to predict which treatments will grow.
- Marketing guidance to show where investments will generate the best returns.
This type of clarity gives practices the confidence to make smarter decisions — whether opening, acquiring, expanding or refining service lines.
Clarity is Power
Clarity reduces risk, increases confidence and ensures that marketing dollars and growth strategies are efficient, effective and profitable.
Dentists don’t guess when diagnosing a patient—they use evidence. The same standard should apply to business decisions. Market clarity is no longer optional. It’s the new expectation for success.Shayne Harris is the Founder & CEO of EOS Healthcare Marketing. Contact him at 303-663-8006 or shayne.harris@eoshcm.com.
