Goodwill.

Goodwill is an intangible, nonquantifiable asset with a long-term value. The biggest source of goodwill is your family and relatives and the friend circles you develop. If you start a practice in the city where you grew up, did your schooling, and where your parents have lived their entire lives, your journey as a dentist will be much easier than someone who starts afresh in a completely new city.

Why is that so? If your parents have built that trust in the community, they have the blessing of people around them, it is automatically transferred vicariously onto you. Your first few patients are going to be the people who trust your family and know that "Mr Gupta's son/daughter can not do wrong, he/she must have the same values after all!"

Now this is something no amount of marketing can buy. Goodwill is important!