Digital Marketing in Orthodontics: Linking Bits, Bytes, and Bites.

Abstract

Introduction: The spectrum of marketing has encompassed the “word of mouth” approach in its infancy, and now, has embraced multifaceted avenues. The core of this dynamic changes is held by digitalization, and orthodontic marketing is absolutely no exception to this. Digital era, an idea of the components of the spectrum of digital technologies and their effective utilization has opened up new dimensions to commence, improvise and maintain the growth of an orthodontic practice. According to the American Marketing Association, digital marketing refers to "the activities, practices, and processes that use electronic and digital communication tools to create, communicate, deliver, and exchange offerings that have value for customers, business partners, and society at large. Orthodontic treatment possesses a through diagnosis and treatment planning as its building block. Clinical experience and judgement form the core factors in patient's treatment, the latter being categorized into preventive, interceptive and corrective orthodontics. Considering the present scenario, the competitive nature of the orthodontic field underscores the requirement of a rock-solid digital marketing strategy. This change permits orthodontists to differentiate themselves by showcasing their services, credentials, and patient-centric approaches. This competitive edge is integral in a market and considering that information is imparted to a larger audience, and there is easy accessibility to the healthcare providers, digital marketing, in a way, is a boon to Orthodontics. This article provides an insight into what digital marketing in Orthodontics is and how it can be leveraged for betterment and growth of a practice.