Mark Oborn has been working in dentistry for 23 years as a GDC registered technician. Alongside this he has obtained a Master’s Degree in Business and managed a dental business for 14 years. Passionate about the confluence of dentistry, communication and online marketing, Mark assesses its evolution in the digital age:
“There are many trends in cosmetic dentistry that shape a patient’s perspective of a particular practice. The rise of digital-first marketing has meant that there is now an expectancy for dental practices to have a strong online presence. Social media, websites and Google visibility are now non-negotiable. Furthermore, personal branding is becoming more and more important, with patients interested in seeing the human side of a practice’s work, particularly in aesthetics and bespoke services.
“The same is true for dental laboratories: most labs don’t market themselves at all, instead relying entirely on word of mouth or dental contacts. Without clear branding or messaging, labs often compete on cost alone and some technicians may feel overwhelmed by the idea of putting themselves out there, or are unsure where to begin – this is where greater communication between the dental practice and the lab can help.”
Rethink your marketing approach
Mark will be leading a talk at the BACD 21st Annual Conference, entitled “Stop Competing on Price: How Trust-Based Marketing Helps Dental Labs Thrive.” He outlines its content and what attendees can take away from it:
“In an increasingly competitive dental landscape, laboratories must do more than deliver quality restorations – they must build meaningful, trust-based relationships with their clients. The session will be insightful and practical, guiding dental technicians to rethink their approach to marketing. It will highlight the fundamentals of modern marketing, brand differentiation, and how to move from a transactional model to one rooted in value, empathy, and long-term connection. This is the ultimate goal: to help labs become indispensable partners, not just suppliers.
“Elsewhere, the session will offer a roadmap for growth; clear steps to grow a lab sustainably without working longer hours or lowering prices. I will also demonstrate how case photography, storytelling, content creation and even basic email strategies can improve visibility to clients, especially to those who value quality and not just low cost.
“I hope attendees of the session will take away many new ideas and skills to transform their workflow. This includes shifting from a transactional to a relationship-oriented marketing strategy to build deeper and longer-lasting connections with clients. I also hope that dental technicians will discover how to identify and communicate their core values, brand purpose and personality to better stand out in a crowded marketplace. By gaining actionable techniques to differentiate each lab and build brand reliability, dental technicians can increase the trust for dentists in choosing their services.”
Meet and greet
The BACD 21st Annual Conference continues the yearly tradition of bringing together dental professionals and industry leaders, all sharing an interest in ethical cosmetic dentistry. Mark shares his experience with the event:
“I have led talks on dentistry around the world since 1997, but my first BACD Annual Conference appearance was in 2011, followed by another in 2014. It is a privilege to be invited to speak – previous topics were on shade matching and then ceramics, so now focusing on marketing reflects the diverse array of topics that attendees can expect from each Annual Conference.
“Alongside the lectures and hands-on workshops, the event is a superb opportunity to network. Because most dental technicians are brilliant at their craft but often invisible in the marketplace, the Annual Conference is a great way of meeting potential clients and raising awareness of their business. Rather than relying on sporadic referrals, starting to build a business that’s stable, profitable and personally fulfilling can begin with both the lecture and the networking opportunities available at the BACD 21st Annual Conference. I hope attendees walk away feeling inspired, empowered and equipped to enhance their career and feel more in control of their future. I look forward to seeing you there.”
Throughout the three-day event, attendees can also explore the illustrious trade show, filled with leading dental brands showcasing their latest products and services. Whether seeking a technological upgrade or considering something new, the trade show is a brilliant opportunity to test-drive solutions and discuss their applications with leading exhibitors. Don’t miss out on the career-enhancing possibilities of the BACD 21st Annual Conference – book today.
BACD 21st Annual Conference
6-8 November 2025
The Lowry Arts Centre, Salford Quays, Manchester
Pre-sale tickets available at bacd.com
