Abstract
<jats:p>Oral health remains persistently marginalised within public health systems, despite its strong associations with nutrition, productivity, and overall well-being. Traditional clinic-centric and episodic health promotion approaches have proven insufficient to address behavioural complexity, structural inequities, and scale constraints. This chapter reconceptualises digital marketing not as a peripheral communication activity but as a systemic lever embedded within oral health systems. Integrating perspectives from public health, marketing, behavioural science, and health systems research. It introduces the concept of the “digital oral health citizen” and advances the Digital Oral Health Intervention Framework (DOHIF), linking behavioural dynamics, technological infrastructures, governance arrangements, and public value creation through feedback-driven learning systems. It concludes by positioning digital marketing as a core public health capability essential for inclusive, preventive, and ethically grounded oral health systems in the digital era.</jats:p>