A unique commercial offer - or a way to lure patients to the clinic?
A unique commercial offer (UCO) is a special type of advertising done for attracting the clients by means of emotional impact - these are to be surprised and admired. Some private dental clinics have adopted the foreign method of placing the dental prostheses on four implants - All-on-4, and try to advertise it according to UCO technology. The article considers the negative marketing and psychological consequences of such kind of publicity. Inadequate use of UCO discredits the dentists, breaks the bases of individual approach in dentistry and impairs the philosophy of responsible medicine.