In the end dentist offices are businesses, and often dentists have small practices.

I've recently listened to a podcast of a dentist turning consultant to increase numbers. Dude literally applied a lot of marketing tricks, tested them and analyzed the results. He did things like naming teeth cleaning, a "clinical teeth cleaning" or something along those lines. This resulted in an increase in cleanings. I guess he could be lying as he is now selling his services but the whole podcast felt disgusting.