Social Media Use and Marketing within the Orthodontic Practice in Malaysia
10.21315/aos2022.1701.OA05
- Author:
Yasmin Kamarudin
1
;
Delia Fang Fang Low
2
;
Abang Muhammad Zulhusmi Abang Sulaiman
3
;
Nor Nadia Zakaria
1
Author Information
1. Department of Paediatric Dentistry and Orthodontics, Faculty of Dentistry, Universiti Malaya, 50603 Kuala Lumpur, Malaysia
2. Faculty of Dentistry, Universiti Malaya, 50603 Kuala Lumpur, Malaysia
3. UTC Dental Clinic, Jalan Kwangtung, 98000 Miri, Sarawak, Malaysia
- Publication Type:Journal Article
- Keywords:
E-professionalism;
Orthodontic marketing;
Orthodontic practice;
Social media marketing
- MeSH:
Orthodontics;
Social Marketing;
Malaysia
- From:Archives of Orofacial Sciences
2022;17(1):87-100
- CountryMalaysia
- Language:English
-
Abstract:
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.
- Full text:2.2022my0008.pdf
