INFLUENCE OF SOCIAL MEDIA MARKETING ON PATIENT PREFERENCE FOR ALIGNERS VERSUS CONVENTIONAL BRACKETS – AN ANALYTICAL CROSS-SECTIONAL STUDY

Abstract

Introduction: Social media has become a major source of information influencing patients’ perception and health care decisions. The present study assessed the impact of social media marketing on patients’ preference for clear aligners over conventional orthodontic brackets. Methodology: An analytical cross-sectional study was conducted on 101 persons who were undergoing or considering an orthodontic treatment or had recently undergone such treatment. Data collection was conducted using a validated online questionnaire on demographics, social media use, orthodontic marketing exposure, perceptions, and preferences for treatment. Descriptive statistics and chi-square tests were performed using SPSS version 21. Statistical significance was defined as p < 0.05. Results: Most participants were in the age group of 18-25 years (58.4%) and female (70.3%). YouTube (77.2%) was the most frequently used platform to obtain information on orthodontics. Nearly half (48.5%) said their choice of aligners was impacted by social media, mainly due to the esthetic benefits. 51.5% of the patients would prefer clear aligners if treatment was started immediately and 38.6% would prefer to decide after consulting with a dentist. The main reasons for the preference of treatment were Esthetics (43.6%) and comfort and convenience (39.6%). However, 71.3% of the respondents trusted information from certified orthodontists and 84.2% intended to consult orthodontist before making a treatment decision. 85.1% of participants felt that social media sets unrealistic expectations for the results of orthodontic treatment. Conclusion: Social media marketing is effective in shaping perceptions and preferences for clear aligners, especially when the content is related to esthetics and convenience. However, patients still need professional advice, which emphasizes the need for orthodontists to provide accurate information based on evidence and to clarify unrealistic expectations triggered by social media.