A qualitative exploration of orthodontists’ perceptions of social media marketing of orthodontics

Introduction: The rise of social media has spawned a revised approach to orthodontic marketing with legitimate concerns among laypeople and professionals concerning the veracity of publicly-available information. Aims: To understand orthodontists’ perceptions of social media marketing of orthodontics Design: Qualitative study using one-to-one interviews Setting: Online interviews using videoconferencing software Materials and methods: A sampling matrix was used to obtain representative views from specialist orthodontists in the United Kingdom. Qualitative data were collected using a topic guide until saturation was reached being analysed using an interpretive approach with thematic analysis. Results: Twelve participants were interviewed with three emergent themes and 12 sub-themes. Key findings included the observation that an uneven playing field existed within orthodontics on social media. Unsafe expectations and misinformation were cited, and a need to standardise social media marketing in orthodontics was highlighted. Discussion: Pivotal factors influencing orthodontists’ perceptions and experiences of social media marketing in orthodontics were identified with an uneven playing field; highly pervasive misinformation and potentially harmful content; and a need for greater orthodontic representation, guidance and self-regulation being cited. Conclusions: Both orthodontists and patients require awareness of adverse effects of social media marketing to prevent risks of harm and inappropriate treatment.