“From dentistry to marketing? That is a rather unusual mix!”This was a comment from one of my lecturers when I was studying at the University of Newcastle.After working for 30+ years in dentistry, I have always been intrigued by those loyal patients who kept coming back to see me, but even more so by those that didn’t. Curiosity has always consumed me. Studying marketing seems to have nurtured a new passion for pursuing more knowledge, beyond mere curiosity. The sheer joy of learning, sprinkled with light-bulb moments, makes me enthusiastic to read, learn and communicate.I hope one day the dental industry can collectively raise its “marketing common sense” so that we do not lag behind other industries. This needs to be accomplished soon, if dentistry is to remain a relevant and fundamental part of general health for the wider community.