This MBA dissertation examines the performance measurement of marketing in private dental practices, specifically within the UK context. The study employs both qualitative and quantitative research methods, including in-depth interviews with healthcare professionals and service users, to assess current marketing practices. The research explores the limitations of current marketing strategies and proposes the use of a balanced scorecard to evaluate performance across various perspectives, including customer, financial, business process, and learning & growth. The findings highlight the importance of tailoring marketing efforts to service user preferences and utilizing appropriate media channels. The dissertation also identifies gaps in existing strategies and provides recommendations for improvements, aiming to enhance the competitiveness and effectiveness of private dental practices. The research emphasizes the significance of performance measurement in the dental industry, offering valuable insights for academics, students, and industry professionals seeking to optimize marketing approaches and improve patient care.