Rizza founded her firm in 2009 with a focus on delivering marketing results through a lens of transparency and integrity. Her inclusion in the 2026 report follows a rigorous selection process involving third-party editorial research, industry nominations, and an assessment of professional influence within the dental meeting circuit. The committee evaluated candidates based on innovation, leadership, and their measurable impact on the dental community.

Today, Identity Dental Marketing manages a broad spectrum of services, ranging from custom website design and SEO to emerging technologies like Answer Engine Optimization and AI-driven advertising. Rizza maintains that the company’s growth remains rooted in its original mission of accountability. The firm continues to integrate modern tools, such as daily social media reels and ChatGPT-assisted advertising, to help practitioners navigate the evolving digital landscape.