Digital marketing in dentistry: Impacts and challenges

Abstract

The exponential growth of the internet has boosted the development of social networks, such as Facebook, YouTube, WhatsApp, and Instagram. Social media have become essential for marketing strategies, as they cover communications promoted by companies or service providers, who use digital resources to promote their activities. Dental surgeons, as service providers, are inserted in this context, as it is an important tool for health promotion. The search for dental aesthetic procedures, influenced by the relationship between aesthetics and self-esteem, highlights the importance of the dissemination of professionals in this field. Consequently, dental offices are now seen as enterprises, requiring marketing strategies to attract and retain patients. Thus, digital marketing emerges as a powerful tool in this scenario, allowing the dissemination of knowledge and services in an easy way. However, the content published on social networks may diverge from the Dental Code of Ethics, leading to unrealistic expectations on the part of patients or even to the commodification of the profession. It is essential for dental surgeons to be familiar with the Code of Ethics to ensure consistent and safe practice. This article aims to analyze the impact of digital marketing on the dissemination of dental work, considering its benefits and potential risks to patients.