Thiago Martins Meira1,2, Jeany Prestes1, Gil Guilherme Gasparello1, Oscar Mario Antelo3, Matheus Melo Pithon4, Orlando Motohiro Tanaka5,6. 1. School of Life Sciences, Pontifícia Universidade Católica do Paraná, Curitiba, Brazil. 2. Bahia State University (UNEB), Guanambi, Brazil. 3. Department of Orthodontics, Universidad Católica Boliviana San Pablo, Santa Cruz de La Sierra, Bolivia. 4. Department of Orthodontics, Southwest Bahia State University (UESB), Jequié, Brazil. 5. School of Life Sciences, Pontifícia Universidade Católica do Paraná, Curitiba, Brazil. tanakaom@gmail.com. 6. Graduate Dentistry Program in Orthodontics, PUCPR, R. Imaculada Conceição, 1155, Curitiba, PR, 80215-901, Brazil. tanakaom@gmail.com.
Abstract
BACKGROUND: Many patients choose health professionals using the Internet, whether through websites or social media. In orthodontics, an orthodontist's relationship with active and potential patients can be affected by social media interactions, both as a marketing tool and as a tool for providing educational information. The purpose of the present study was to analyze the public perception of professional credibility and willingness to become a client, based on images posted by orthodontists on Instagram. METHOD: This was a cross-sectional study performed using a digital self-administered questionnaire based on images from public Instagram profiles of orthodontists found using certain hashtags. The themes of the posts were analyzed through a qualitative analysis, and the results were expressed as categories. After analyzing 2445 images, 12 thematic categories emerged. A total of 446 individuals (225 laypeople, 66 dental students, and 155 dentists) evaluated the images in regard to the perception of professional credibility and willingness to become a client. One-way ANOVA and chi-square tests were applied, considering a 5% significance level. RESULTS: It was found that more than 95% of the participants used social media, primarily Instagram, WhatsApp, and Facebook, and the social network most used to research health services was Instagram. Statistically significant differences were found in the mean value of perceived professional credibility between the groups (p < 0.05) for the following categories: "dental traction," "mini-implant mechanics," "before and after treatment," "aesthetic brackets," "metallic brackets," and "clear aligners." The categories "being a teacher" and "before and after treatment" had a higher impact on the participants' perception of credibility and willingness to become a client, unlike the "social relationship" and "family relationship" categories. CONCLUSIONS: Some of the themes found in the orthodontists' social media posts were found to influence the perceptions around professional credibility and willingness to become a client, although there were differences among the participants in the present study.
BACKGROUND: Many patients choose health professionals using the Internet, whether through websites or social media. In orthodontics, an orthodontist's relationship with active and potential patients can be affected by social media interactions, both as a marketing tool and as a tool for providing educational information. The purpose of the present study was to analyze the public perception of professional credibility and willingness to become a client, based on images posted by orthodontists on Instagram. METHOD: This was a cross-sectional study performed using a digital self-administered questionnaire based on images from public Instagram profiles of orthodontists found using certain hashtags. The themes of the posts were analyzed through a qualitative analysis, and the results were expressed as categories. After analyzing 2445 images, 12 thematic categories emerged. A total of 446 individuals (225 laypeople, 66 dental students, and 155 dentists) evaluated the images in regard to the perception of professional credibility and willingness to become a client. One-way ANOVA and chi-square tests were applied, considering a 5% significance level. RESULTS: It was found that more than 95% of the participants used social media, primarily Instagram, WhatsApp, and Facebook, and the social network most used to research health services was Instagram. Statistically significant differences were found in the mean value of perceived professional credibility between the groups (p < 0.05) for the following categories: "dental traction," "mini-implant mechanics," "before and after treatment," "aesthetic brackets," "metallic brackets," and "clear aligners." The categories "being a teacher" and "before and after treatment" had a higher impact on the participants' perception of credibility and willingness to become a client, unlike the "social relationship" and "family relationship" categories. CONCLUSIONS: Some of the themes found in the orthodontists' social media posts were found to influence the perceptions around professional credibility and willingness to become a client, although there were differences among the participants in the present study.
Entities:
Keywords:
Health services marketing; Orthodontics; Social media