Making impressions count: An evaluation of the quality of information provided by orthodontic practices in London in response to the COVID-19 pandemic

Abstract

Introduction/Objectives As a result of the coronavirus disease 2019 (COVID-19) pandemic, primary care specialist orthodontic practices have been limited to providing emergency treatment only. This has resulted in a cessation of normal face-to-face services and patient advice can only be offered by remote means. A service evaluation was carried out to assess the quality of information published on websites and social media pages of specialist orthodontic practices in London, against General Dental Council guidance on communication and advertising and the British Orthodontic Society (BOS) COVID-19 specific guidance for orthodontics in primary care in relation to Coronavirus Disease 2019 (COVID-19) pandemic. This study also aimed to provide a gold standard template for orthodontic practices to aid in the delivery of information on a digital platform during the current (COVID-19) pandemic and future possible spikes. Materials and methods All orthodontic practices providing care in the London region were identified from a CQC Database and subsequently checked against predetermined criteria based on the BOS guidance and the GDC Guidance on Ethical Advertising. Results Of the 83 orthodontic practices sampled; 78 had a website of which 18 (23.1%) were non-compliant with GDC guidance. Facebook pages were identified for 62 orthodontic practices. 17 practices did not provide any update in relation to the COVID-19 pandemic. This was more frequently carried out on practice websites (78.2%) compared to Facebook pages (33.9%). A number of practices were identified as having novel strategies to manage communication during the COVID-19 pandemic. Conclusion Variation was observed in information published by practices despite the regularly updated, blanket information provided by the BOS. Communication may have been delivered by a different means during the pandemic which this study did not account for. In addition, the sampling method may not have identified all practices within the London region, however the sample size seems appropriate to draw meaningful conclusions. The checklist created should help improve the delivery of future information.

Advertising in Pandemic Times

“…Since the pandemic started, many companies have appealed to this kind of advertising (Woolley, Donnell, and Worthington, 2020) in order to reassure the customers that the safety not only of their employees, but as well of the actual, potential customers, consumers and community is their top priority. The first impulse (He, Harris, 2020) of the companies is to reduce spending on marketing and especially on advertising, as it was the case in 2008, when the crisis was due to the economic turbulent environment.…”

Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components

“…Over the last decade, companies have conducted their business by integrating SMM to improve their marketing strategy [71][72][73][74][75][76][77], which is also true for the dental industry [68,[78][79][80][81][82].…”