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The research has the purpose to investigate the preferred service marketing strategies of patients of Italian dental clinics. Specifically, the investigation took into account the SDC (Studi Dentistici Cacciamani) clinics, an Italian medium-small independent clinic situated in the northwest province of Milan. It is important to mention that the Italian Dentistry scene changed dramatically after 2007, when the new Bersani decree entered the Italian legislation. Dentists are today starting to feel the pressure of in franchising clinics and dental tourism, so it is essential for them to learn to play with the same cards: marketing techniques and strategies.