Choosing the region or zip code to focus on is a serious consideration. You don’t need to pick the most popular location, but one based on both your personal preferences and the competitive landscape. To hone in on a locale, consider both the demographics of the population in the area and whether the area suits your practice vision in the long term. For example, many rural areas may have better demographics and less competition but might not be as appealing a place to live, depending on your needs and wants. Demographics and other considerations include:

• Population
• Demographic profile of residents (median age and income, home ownership, children in household)
• Labor pool in the area
• Competition: What other general dentists or specialists are nearby?

This data can help determine if the demographics align well with your services. For example, if you’re offering pediatric care, you’ll want to align your practice in an area where more people are likely to have children. Also, knowing the percentage of residents in the community who rent or buy is helpful, as a high population of renters may lead to increased patient transience, resulting in patient churn.