Advertising the Tooth: An Analysis of Content and Compliance of Malaysian Dental Clinics’ Facebook and Instagram Posts Social media has quickly become a popular method for dental clinics to advertise their services broadly and economically. Information disseminated to the public via social media must conform to guidelines set by local regulatory bodies. This study aimed to investigate the types of Facebook and Instagram posts produced by dental practices in Malaysia and their compliance with guidelines set by the Malaysian Dental Council (MDC). This was a cross-sectional analysis of Facebook and Instagram posts by private dental clinics in Malaysia. Data were extracted from posts uploaded over a six-month period between 1st October 2021 and 1st April 2022. Information available, frequency of posts and type of posts were recorded. Each post was then categorised as being compliant or non-compliant mapping to the MDC guidelines. Data was tabulated to generate descriptive statistics with frequency tables. In total, 243 accounts (11,780 posts) were analysed. The most common types of posts were advertisements. Although only 15% of posts were noncompliant, more than half of the investigated social media accounts had one or more noncompliant posts on their platform. Majority of dental clinics are posting advertisements or clinical photos but not all posts are compliant with MDC guidelines.

“Fake braces” is a term used to describe fixed orthodontic appliances that are fitted by unlicensed providers. This trend has raised public health concerns in certain countries with marketing typically undertaken on social media. We aimed to investigate the frequency and nature of Instagram posts by fake braces providers in Malaysia. Initial screening of Instagram accounts was performed using relevant hashtags (#fakebraces, #cheapbraces). Public Instagram accounts that fulfilled the inclusion criteria were assigned a code with posts evaluated over a one-month period. Data were coded and analysed using thematic analysis. Frequency distribution was calculated using Microsoft Excel. Thirty-eight Instagram accounts were analysed. 2831 images/videos were posted, receiving 7165 likes with videos being viewed 21, 918 times. The majority of posts were related to fake braces services (36.7%), followed by non-relevant posts (29.4%) and other services (14.5%). Services were provided mainly at home (44.7%) or offered both home and door-to-door services (23.7%). Although the posts on promotions were less frequent (5.4%), the displayed prices were low (RM150 to RM500), offering additional packages and discounts. Unlicensed providers have a variety of content to engage with social media audiences. Efforts should be made to increase public awareness, directing them towards reliable information about orthodontic services.
Orthodontics

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.
Orthodontics ; Social Marketing ; Malaysia

The amount of incisor decompensation during pre-surgical orthodontics may affect the outcome of Class III orthognathic cases. The purpose of this study was to assess the lower incisor changes post-orthodontic decompensation in Class III surgical cases and to investigate the amount of crowding as a predictive factor. This was a retrospective study reporting on 22 Class III orthognathic cases. The lower incisor angulation (LIA) and distance of the lower incisor edge to the A-Pogonion line (Li-APo) were measured on pre-treatment and presurgical lateral cephalograms whereas crowding was measured on digitised pre-treatment study models. Pearson’s correlation (p <0.05) was used to assess the correlation of crowding with LIA and Li-APo changes, and prediction of the lower incisor decompensation was conducted using linear regression analysis. Results showed lower incisors were retroclined at 79.84° ± 7.08° and positioned ahead of APo line by 6.52 mm ± 2.97 mm at the start of treatment. Pre-surgical LIA and Li-APo were found to increase following orthodontic decompensation to 90.43° ± 5.96° and 10.34 mm ± 3.25 mm, respectively. There was a moderate positive correlation (r = 0.592) between crowding and Li-APo changes which was statistically significant, p value = 0.004, and had a strong predictor with 31.8% predictability. However, LIA showed a weak correlation (r = 0.329) with crowding and was not statistically significant (p = 0.135). Li-APo changes during orthodontic decompensation can be predicted with 31.8% predictability using the formula; Li-APo change = 2.064 + 0.503 (crowding).