The Impact of Orthodontists’ Image-Based Social Media Posts on the Public’s Willingness to Seek Treatment in the Central Region of Saudi Arabia

Abstract

Background: Social media has transformed communication and information sharing, significantly impacting various fields, including healthcare. This study investigates the influence of orthodontists’ social media posts on the Saudi public’s willingness to seek orthodontic treatment. Materials and Methods: A descriptive, cross-sectional online survey was conducted among Saudi adults residing in the central region of Saudi Arabia. The questionnaire comprised three main sections, respectively aiming to capture the respondents’ demographic data, social media preferences, and willingness to seek orthodontic treatment (whereby images depicting different themes were rated on a 0−10 scale). ANOVA was used to compare continuous data across multiple groups, while the unpaired t-test compared continuous data between two groups. The Pearson chi-squared test assessed frequency differences, with p ≤ 0.05 considered statistically significant. Results: Based on the survey involving 1267 Saudis, Snapchat is the most frequently browsed social media platform, followed by TikTok and Twitter. Image themes most likely to increase willingness to seek orthodontic treatment were “Before and After (Intraoral)” and “Before and After (Extraoral)”, with the average scores of 8.06 and 7.83, respectively. In contrast, images of “orthodontic screws” (3.45) and “orthodontic elastics” (3.79) were the least impactful. Conclusion: The types of images orthodontists share on social media can significantly influence the Saudi public’s willingness to seek treatment. By strategically using social media and posting visually appealing content, orthodontists have the potential to enhance public interest and grow their practices effectively.