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This research employs content analysis taking dentists’ websites in Oradea, Romania as a case study. The content analysis applied here establishes categories within the framework of dentists’ websites in Romania, in order to determine content elements that are most commonly used and the use of websites as innovative marketing and communication tools for dentists. More specifically, according to the theoretical background of the study, particular emphasis is given to determine the existence of the general website features, able to distinguish between information or promotion. The study aims to provide a platform consisting of a set of website characteristics in order to provide a regulatory instrument to decision makers to define as clearly as possible the boundaries between information and promotion