The reach, influence and tenor of professional orthodontic societies on social media: A cross-sectional content analysis

Evaluating the impact of social media marketing from the perspective of orthodontists

OBJECTIVE

In developed countries, orthodontists utilize social media platforms as a pivotal component of their marketing strategies. However, there exists a gap in understanding the broader perspective of healthcare professionals on the utilization of social media in healthcare service delivery. Therefore, this study aims to evaluate the perceptions of healthcare professionals in Turkey regarding the integration of social media within healthcare service delivery.

MATERIALS & METHODS

This cross-sectional study, conducted between January and February 2023, surveyed 378 members of the Turkish Orthodontic Society. The survey consisted of two parts: a demographic questionnaire with 28 items and a 21-item "Social Media Marketing Activities Scale," developed with input from three experts. Data analysis will include an explanatory factor analysis. This study provides a snapshot of orthodontists' perspectives on social media marketing practices.

RESULTS

When participants' views of patient communication through social media were examined, 19.8% said they "thought it was right" and 80.2% said they "thought it was wrong". The treatment and treatment alternatives shared with patients through social media were implemented in 16.5% of cases and not implemented in 83.5% of cases. When examining the social media accounts used by participants to communicate with patients, 56.8% used personal accounts, 43.2% used professional accounts, and when analyzing the social media accounts they used for promotional purposes, 15.8% had personal accounts, 84.2% of them used professional accounts. More than half (59.8%) of orthodontists believed that communicating with patients on social media could cause legal problems. The majority of orthodontists (88.7%) followed their competitors.

CONCLUSION

The prevalence of participants' use of social media posts for advertising purposes was low, and it was determined that the main reason for this was the prohibition of advertising in the provision of health services.

Assessment of the quality and accuracy of information contained within the websites of marketed orthodontic products: a cross-sectional investigation

OBJECTIVES

To assess the quality and accuracy of information contained within the websites of providers of marketed orthodontic products.

MATERIALS AND METHODS

Twenty-one websites of orthodontic appliance and adjunct (product) providers were identified. The website content was assessed via two validated quality-of-information instruments (DISCERN and the Journal of the American Medical Association [JAMA] benchmarks) and an accuracy-of-information instrument. Website content was qualitatively analyzed for themes and subthemes.

RESULTS

More than half (n = 11; 52.3%) of the assessed websites contained clinician testimonials. The mean (SD) DISCERN score was 33.14 (5.44). No website recorded the minimum of three JAMA benchmarks required to indicate reliability. The most common content themes related to quality-of-life impact and treatment duration. Just 8% of the statements within the websites were objectively true. The Pearson correlation coefficient indicated that the DISCERN scores were correlated with the accuracy-of-information scores (r = .83; P < .001).

CONCLUSIONS

The quality and accuracy of information contained within the websites of the providers of marketed orthodontic products was poor. The combined use of DISCERN and the accuracy-of-information instrument may help overcome the shortcomings of each. Clinicians should check the accuracy of information on orthodontic product provider websites before adding links to those websites on their own sites.

Evaluation of orthodontic retention and retainer content on the Reddit social media website

BACKGROUND

Social media can provide insight into patient experiences with health care. The aim of this study was to evaluate the content regarding orthodontic retention and retainers on the social media website, Reddit.

METHODS

A systematic search for relevant content submitted over a 12-month period on the Reddit forum, r/braces, was conducted. Qualitative analysis of the initial posts for themes and subthemes was conducted by two investigators. Responding comments to the initial posts were assessed for supportiveness for each initial poster and alignment with the evidence-base. Quantitative assessment was via descriptive statistics.

RESULTS

A total of 271 initial posts and 984 comments satisfied the inclusion/exclusion criteria. All initial posts were by patients. Just 1.12% (n = 11) of the comments appeared to be provided by oral health professionals. Most initial posts were negative (50.18%; n = 136), and most comments were positive (70.42%; n = 693). Alignment with the evidence-base was high among the comments (67.89%; n = 668). Eight main themes were identified with concerns regarding the negative impact of retention and retainers on quality of life, compliance with retention protocols and relapse commonly expressed. Concern regarding fear of relapse when waiting for the initial or renewal of retainers was a novel finding. More negative sentiments about orthodontists were expressed than positive.

CONCLUSIONS

Reddit is a supportive and reliable environment for patients regarding orthodontic retention and retainers. The content evaluation suggested deficiencies in communication processes between clinicians and patients. Greater engagement of the orthodontic profession in the provision of supportive and evidence-based information on an individual patient basis and through appropriate information channels is required.

An analysis of dental articles in predatory journals and associated online engagement

OBJECTIVE

We aimed to assess the extent of social media sharing of presumed predatory (PP) dental journals and to compare level of engagement, type of accounts and characteristics of the articles published in presumed legitimate (PL) and PP journals.

METHODS

Six hashtags were searched across three social media platforms (Instagram, Facebook and Twitter). Data extraction was performed and journals were classified into PP or PL in a multistep approach using MEDLINE, Beall's list and Directory of Open Access Journals (DOAJ). A checklist was created and used for studies not found in the aforementioned recognized databases.

RESULTS

A total of 1742 posts were identified, with the majority (94%) found on Instagram. Of the identified journals, 15.6% were PP. Over one-third of articles from PP journals (35.42%) were indexed on PubMed. The majority of presumed legitimate publications were published in dental specialty only journals (56.44%), compared to 24% in the PP group. The majority of accounts were those of healthcare professionals with most publications related to prosthodontics and implantology (26.3%) and restorative and esthetic dentistry (14.4%), in PL and PP groups, respectively. Similar median number of followers/friends and comments were found among the PL and PP groups.

CONCLUSION

Our findings highlight that presumed predatory publications have comparable reach to PL journals on social media risking the sharing of unreliable and misleading information.

CLINICAL SIGNIFICANCE

Researchers, students and social media users should be capable of identifying presumed predatory dental publications. Means of moderating the influence of these publications should be explored.

Ectopic and impacted maxillary canines: A quality evaluation of online information

OBJECTIVE

To determine the quality of online information regarding ectopic and impacted maxillary canines (EIMCs).

DESIGN

A cross-sectional survey on the Internet.

MATERIAL AND METHODS

An online search using eight terms was carried out using four search engines. The relevant content of websites satisfying the inclusion and exclusion criteria were assessed for quality by applying three quality of information instruments and one readability tool. Statistical analyses were performed through GraphPad Prism 9.0.

RESULTS

In total, 77 websites were evaluated. Most of the assessed content was associated with oral and maxillofacial surgery (49.35%) and orthodontic websites (31.18%). The overall mean DISCERN score was 38.05 ± 9.76/80 with 59.73% of websites recording a poor or very poor score. Three (3.9%) websites contained the HONCode seal. Twelve (15.58%) websites satisfied at least three out of a maximum four JAMA benchmarks and 11 (14.29%) satisfied none. The mean SMOG score was 9.81 ± 1.52 (95% confidence interval = 9.46-10.16; range = 6.7-15.1).

CONCLUSION

The quality of online information related to EIMCs was poor and the content was difficult to read. Professional societies and clinicians should consider the use of quality of information and readability tools to enable the provision for reliable, high-quality and readable online information. This will assist EIMC treatment-related decision-making and management by patients and their families.