Ethical marketing in orthodontics: A review

Abstract

Due to rise in the Orthodontic treatment by general dental practitioners and pedodontists, there has been a widespread increase in the mass promotion and publicizing by the Orthodontists about their specialty and particular expertise. Earlier, treatments were advocated in the form of maintenance of good oral health, however, it is now being recommended to patients as life-enhancing. Commercialism in publicizing orthodontic care has taken up the field. Because of the elective nature of Orthodontics, highly productive marketing strategies are aimed at those with discretionary income or insurance benefits. This kind of commercialism deteriorates the name and fame of the Orthodontist and the opinion of the people by casting a picture of greed. Inappropriate advertising can make a dental practitioner look more like a business person than a professional service provider.