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laser - international magazine of laser dentistry No. 2, 2017

| practice management Marketing dentistry in a global economy Author: Chris Barrow, UK “In an information-rich world, the wealth of infor- mation means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it con- sumes the attention of its recipients. Hence a wealth of information creates a poverty of attention.” These prophetic lines were shared by Nobel laureate and social scientist Dr Herbert Simon in 1971. It seems incredible to think that his words predate the Internet by 20 years. From bill-board to blog post Simon lived in a world in which advertisers tried to gain our attention with bill-boards, newspaper advertisements and television commercials. At the same time, the local ma-and-pa business prospered through convenience and human interest. The con- nected economy and growth in population have created statistics that are beyond our comprehen- sion. There were 60 trillion websites at the last count 32 laser 2 2017 © Jesus San/Shutterstock.com

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