Digital marketing and social media in today’s orthodontic practice — Bridging the gap

Abstract

To assess and determine the various aspects of the interrelationship between social and digital media and orthodontics from the patient's as well as orthodontist’s perspective. Determining where the patient looks for Orthodontist’s information online and where the orthodontist is posting or promoting their practice 2. Differentiating between patient interests on web page/social media and orthodontic posts 3. Comfort level of patients to visit an orthodontist based on digital media popularity/reviewsIn our 2-part survey, 2 separate google forms were created to assess the various aspects of practice promotion and sent to Orthodontists and patients separately. Demographic data and informed consent was taken.The survey comprises of two groups: A) Orthodontists (212 participants) B) Patients (200 participants)From the orthodontist’s perspective, patients visit them based on internet popularity. They promote their practice using their own website which is available on Google. Social media is used commonly to promote themselves by posting photos of patients and clinic. Facebook was most used. Orthodontists believe that 15-20% visit them based on internet popularity.From the patients perspective, they choose orthodontists based on popularity on internet with google search being the most used. They review orthodontists on social media on popular sites such as Instagram, WhatsApp, Facebook and Twitter. Word of mouth referrals was the most preferred old school method of finding orthodontists based on experience. With vast improvement in digital technology, youngsters prefer to review orthodontists based on digital media reviews as well. The largest discrepancy found between social media sites used by the patients/ parents and orthodontists was with Facebook and Instagram. This opportunity is being vastly ignored by most orthodontic practices and should be considered as a potential marketing tool for current and prospective patients.