An evaluation of the influence of the images of orthodontists with malocclusions on social media and their impact on professional credibility

Abstract

Abstract Objectives This study aimed to evaluate perceptions of the credibility of orthodontists with malocclusions and whether these affect the willingness of laypeople to become patients through eye-tracking technology and a questionnaire. Materials and methods Ninety-five lay raters are evaluated through eye tracking and a questionnaire comprising 12 images of orthodontists with malocclusions. The malocclusions selected through the Orthodontic Treatment Need Index (IOTN) groups are: IOTN grade 1 (close to the ideal), 3 (anterior crowding), and 5 (with diastemas). Eye-tracking data are collected for the fixation points, and credibility was analyzed through questionnaires. A word cloud was generated on the Mentimeter platform. To validate the study and conduct a reliability test, the questionnaire was conducted twice during the preliminary stage of data collection. Results IOTN 1 received a better evaluation for credibility and competence and shows a significant difference when compared to IOTN 3 (p < 0.001) and 5 (p < 0.001). In addition, raters felt more confident in installing an orthodontic treatment appliance, if necessary, with an IOTN 1 orthodontist compared to IOTNs 3 and 5. For the fixation points, a difference was seen, since the attention of the individuals for IOTN 1 was divided between the eyes and the mouth, while for IOTN 3 and 5, the raters paid more attention to the mouth. The word cloud showed that the raters for IOTN 3 and 5 repeat the words “crooked teeth” and “spacing” most often. Conclusion Orthodontists with IOTN 1 were perceived as more competent, reliable, and professional, and laypeople are more likely to become their patients. Clinical significance The professionals' smiles play a large role in laypeople's decision to select them as their orthodontist, and strategic use of social media, can bring health information to many more people more rapidly and directly.