Converting unmet need for care to effective demand.

Strategies to lower the barriers to both the receipt of personal dental services and to self-care are discussed in the light of the supporting body of socio-dental research. Planning to reach populations in need of care but who have not obtained such care involves both external marketing strategies as well as subsequent internal marketing strategies. Modifications of elements in the dental care delivery system, and approaches which impact on personal lifestyles of populations in need of care as well as on their environments, constitute a comprehensive marketing plan.