Relevance between Marketing Route of Social Media and Consumer Age Group for Choosing Dental Clinics

Abstract

Background: The purpose of the study was to evaluate the relationship and route of dental Social Media marketing by age group and support effective dental marketingy by age group. Methods: A study was conducted on 265 people, aged 20 to 64 years, who lived in Seoul, Gyeonggi area and regularly used one or more of the social media platforms, Naver Band, Facebook, Instagram, KakaoStory, Twitter, or YouTube more than once a day. A 27-question questionnaire survey of approximately 10 minutes was conducted, and the collected data was statistically analyzed using the PASW program, with the significane level set to 0.05. Results: "Introduction of acquaintances" was the most common route to visit the dentist. Regarding the use of social media platforms based on age group, 'Instagram' had the highest frequency among people belonging to the age groups of 20 to 29 years and 30 to 39 years; 'YouTube' had the highest frequency among those aged 40 to 49 years; and 'Naver Band' had the highest frequency among those aged 50 to 65 years. Conclusion: The most frequently used social media by consumers according to age included Facebook, YouTube, and Instagram. However, social media was found to have no significant impact on the choice of dental institutions, as the number of people who visited the dentist through "Introduction of acquaintances" was the highest, and "Introduction of acquaintances" did not have experience accessing the dentist site after dental marketing. If this study could provide customized marketing information for each age group through social media, it is expected that the marketing effect of dental institutions through social media would be maximized in the future.

The attitudes of students towards Instagram dental marketing, online communication with dentists, and information about oral health on the Internet

“…The study found that only 8% of the respondents visited a dental clinic because of its advertising on Instagram, which differs from the data obtained in the reasrch by Lee et al (2021) where 22% of the respondents reported contacting a dental clinic because of social network ads. This disagreement can be explained by the fact that in the mentioned study, the question referred to dental clinic ads on social networks in general, not just on Instagram.…”

“…The results of the study indicate that the majority of participants reported Instagram as their most frequently used social media platform. This is consistent with numerous studies that have shown Instagram to be the most popular social network, particularly among younger users (Ajwa et al 2018;Huang et al 2018;Lee et al 2021). Despite the prevalence of dental marketing on social media (Bhat et al 2011), particularly on Instagram, only 0.9% of the participants reported using these platforms to find a dentist.…”

“…22.6% of the respondents have never encountered dental clinic advertising on Instagram, 5.8% of which are not Instagram users at all. In the study by Lee et al (2021) 43.4% of the participants have never been exposed to dental marketing on social media, while the rest have encountered dental clinic advertisements, most commonly (36%) on Instagram.…”

Marketing Strategy in Dental Practices: A Scoping Review Study

“…8 Hal ini serupa dengan hasil penelitian di Korea Selatan oleh Lee SY dkk yang menemukan bahwa pasien menemukan informasi pemasaran paling banyak melalui platform Instagram (36%) dan diikuti oleh Facebook (20%). 16 Namun, penelitian yang dilakukan oleh Almozainy dkk di Arab Saudi menemukan hasil yang berbeda, yaitu mayoritas dari peserta lebih memilih WhatsApp sebagai platform media sosial pilihan. 12 Sebanyak 56% pasien di praktik klinik keluarga rawat jalan menginginkan dokter menggunakan media sosial untuk mengingatkan pasien, memperbaiki janji temu, pemberitahuan resep, memberikan hasil tes diagnostik, dan menjawab pertanyaan-pertanyaan umum yang seringkali ditanyakan pasien.…”

“…Namun, berbeda dengan penelitian oleh Lee SY dkk yang menemukan bahwa informasi yang paling banyak diminati pasien adalah mengenai diskon (26.8%) dan informasi mengenai penyakit gigi (18.9%). 16 Penting bagi klinik gigi untuk memiliki media sosial untuk mempertahankan bisnis mereka. Selain itu, pasien menjadi loyal jika terus menemukan penawaran dan konten yang berhubungan dengan unggulan klinik di media sosial.…”