A study published online in the Journal of Dentistry on October 24, 2026, found that laypeople gave a simple-looking dental office substantially less favourable evaluations than intermediate or luxurious ones on a six-domain questionnaire covering trust, care quality, hygiene, equipment, technology and recommendation, while intermediate and luxurious offices showed no statistically significant difference. The authors suggest functionality and organization matter more than excessive luxury, which makes accurate photos of a well-run space a sensible marketing focus. In Ontario, how you show that space must also follow the RCDSO Advertising Guidelines.
How much does the look of your practice matter before a patient ever sits in the chair? For practices in Toronto, Markham or Etobicoke, the website, Google Business Profile and social media are where many people look before booking. As of October 2026, a new study offers a useful data point on how the look of an office shapes impressions, and it points away from luxury and toward functionality and organization.
What did the study test?
The paper, "From simplicity to luxury: the impact of dental office structure on the professional's image," comes from researchers at the Universidade Estadual do Sudoeste da Bahia and the Universidade Federal do Rio de Janeiro in Brazil. According to the abstract, it was a cross-sectional study of 120 participants aged 18 to 65.
Participants viewed digital images of three dental offices, described as simple, intermediate and luxurious. The images were generated by artificial intelligence. Participants then answered a questionnaire covering six domains:
- Trust
- Quality of care
- Hygiene and safety
- Furniture and equipment
- Technological updates
- Recommendation
What did patients prefer?
The simple office received substantially less favourable evaluations than the other two. Differences across the three environments were statistically significant. But when the researchers compared the intermediate office directly with the luxurious one, they found no statistically significant difference after adjustment for multiple comparisons.
The authors' interpretation: "An intermediate-standard clinic may provide similar perceptual benefits to a luxurious environment, suggesting that functionality and organization are more important than excessive luxury."
Read it with its limits in mind
This is one study with 120 participants judging AI-generated images, not real patients choosing real practices. It measures perceptions, not bookings. The abstract does not say where participants lived, and Canadian patients may respond differently. Treat it as a reasonable signal, not a rule.
How should this change your dental practice marketing?
In our view, the finding fits a simple principle: people judge what they can see, and online that means your photographs. Here is how to turn that into marketing that works and stays inside the rules.
1. Photograph the real space, accurately
Google's own guidance for Business Profile photos says a photo "should be in focus and well lit, and have no significant alterations or excessive use of filters," and that "the image should represent reality." Google also notes that an exterior photo "helps customers recognize your business when they visit." That lines up neatly with the study: clean, organized and honest beats staged or filtered.
Pro Tip: Reshoot your operatory, reception and exterior photos once a year, in daylight, after a full tidy-up. Remove clutter from counters, and check that cables, boxes and personal items are out of frame. Google's recommended photo size is 720 by 720 pixels.
2. Let order and cleanliness show, not luxury
Hygiene and safety was one of the domains participants rated. You can make that visible without claims: a clear photo of a tidy sterilization area, a short page explaining how instruments are cleaned and sterilized between patients, or a plain description of your infection prevention and control (IPAC) routine, without claims of superiority. This is educational content.
3. Show equipment without superlatives
"Technological updates" was another domain. It is tempting to caption an equipment photo with "state of the art" or "cutting edge." In Ontario, do not. The Royal College of Dental Surgeons of Ontario (RCDSO) Advertising Guidelines prohibit "superlative or comparative terms, such as 'state of the art,' 'cutting edge,'" as well as "statements which are indicative of superiority or uniqueness." Describe instead what the equipment does for the patient in plain words, for example that digital radiographs appear on the screen in the operatory so you can review them together.
4. Keep reviews and testimonials out of your own channels
Trust and recommendation were rated in the study, which may tempt practices to showcase patient praise. The RCDSO Advertising Guidelines bar "testimonials or any statement that can only be verified by a person's personal feelings or views." That rules out testimonials on your website, social posts or ads, and in our reading it also covers showcasing patient review quotes; confirm with the RCDSO if you are unsure. Let the space and your educational content carry the impression instead.
5. Skip the incentives
A refreshed office is not a reason for a "grand reopening" giveaway. The guidelines prohibit "incentive programs, including giveaways, contests, draws or free products or services." A plain announcement of new hours, a new address or a renovated entrance is a different thing from rewarding people for coming in; if you are unsure where a specific promotion falls, ask the RCDSO.
6. Stay in control of what is published
The RCDSO says advertising includes material published "by an office directly or by someone on a practice's behalf," and asks dentists to "personally control any and all printed and/or electronic material about your practice." If an agency or a team member manages your photos and captions, review them before they go live.
What about before-and-after photos and staff photos?
The RCDSO's advertising guidelines page does not set out specific rules on before-and-after images or team photos. The general rules still apply: nothing unclear, untrue or misleading, and nothing that "suggest[s] or create[s] an expectation of favourable results." Because the page does not address before-and-after images directly, confirm with the College before you publish them.
Pro Tip: Before any renovation photos go live, run every caption past one test: could a patient verify this statement by walking into the practice? "Three private operatories" passes. "The most comfortable office in the GTA" does not.
The takeaway for GTA practices
You do not need marble to make a strong first impression. In this study, a simple-looking office was rated less favourably, and a luxurious office showed no statistically significant advantage over an intermediate one. The marketing job is to show that space honestly, explain your processes in plain language, and let patients judge for themselves.
How have you shown your practice space online, and what did patients mention at their first visit? Share your experience with other dental professionals in the comments. For more practice resources, visit ebiko.ca.
Sources
- Silva BAC, Freitas LMA, Tanaka OM, Faria LCM, Pithon MM. From simplicity to luxury: the impact of dental office structure on the professional's image. Journal of Dentistry, published online October 24, 2026. doi:10.1016/j.jdent.2026.107117 (Europe PMC)
- Royal College of Dental Surgeons of Ontario. Advertising Guidelines
- Google Business Profile Help. Business Profile photo guidelines
Frequently Asked Questions
Q: Does the look of a dental office affect patient trust?
According to a 2026 Journal of Dentistry study of 120 participants, a simple-looking office received substantially less favourable evaluations than intermediate or luxurious offices on a six-domain questionnaire that included trust, quality of care, and hygiene and safety. Intermediate and luxurious offices showed no statistically significant difference.
Q: Can Ontario dentists post patient reviews or testimonials on their website?
The RCDSO Advertising Guidelines prohibit testimonials and any statement that can only be verified by a person's personal feelings or views, so testimonials are not permitted in your own advertising. In our reading this also covers showcasing patient review quotes; check with the RCDSO if you are unsure about a specific use.
Q: Can I describe my dental equipment as "state of the art"?
The RCDSO Advertising Guidelines prohibit this wording: they specifically name "state of the art" and "cutting edge" as prohibited superlative or comparative terms. Describe what the equipment does in plain language instead.