Social Media Use and Marketing within the Orthodontic Practice in Malaysia

Abstract

This study investigated personal and professional social media use among orthodontists in Malaysia, to determine marketing strategies and to identify potential determinants associated with their behaviours. A cross sectional study using an online questionnaire distributed to members of the Malaysian Association of Orthodontists (MAO). Data were analysed using SPSS software to derive descriptive statistics and analysis of variance was applied to compare responses between age groups and working sector. Responses to open ended questions were analysed using thematic analysis. A response rate of 41% was obtained (n = 72). Almost all respondents were social media users with Facebook being the most common online platform. Majority relied on traditional methods of marketing such as good service and image practice (94.4%), word of mouth (94.4%) and referrals (93.1%). Only 9.7% of respondents had adopted social media marketing but 23.6% had future plans to adopt it as their marketing strategy. Difference in knowledge of social media marketing was significantly different between age groups (p = 0.024). Concerns over patient confidentiality (p = 0.016) and risk of breaching online professional behaviour (p = 0.025), as reasons discouraging social media marketing was statistically significant between work sector groups. Most orthodontists in Malaysia use social media for personal use but only a minority incorporate it into their marketing strategies. Majority see its potential and predict its use will increase in the future.