正畸业务营销：正畸医生与外行人的视角
Orthodontic practice marketing: The orthodontist and laypeople's perspective.
作者信息
Jasim Esraa S, Alnuaimy Noor S M, Abid Mushriq, Dziedzic Arkadiusz
机构信息
Department of Orthodontics, College of Dentistry, University of Baghdad, Baghdad, Iraq.
Ministry of Health, Iraq.
出版信息
J Orthod Sci. 2024 Nov 25;13:47. doi: 10.4103/jos.jos_37_24. eCollection 2024.
OBJECTIVE
This study aimed to comparatively evaluate the perceptions of laypeople and orthodontists regarding the usefulness of orthodontic practice websites (OPWs) and Internet-based social media (ISM) and to assess whether the content, features, and design of these online information sources meet the expectations of laypeople compared to orthodontists.
MATERIAL AND METHODS
A cross-sectional, nationwide study was conducted using a pretested and validated electronic questionnaire administered separately to specialist orthodontists and laypeople. A total of 136 orthodontists and 1038 laypeople voluntarily participated. The willingness of specialists to adopt a modern approach to promoting OPWs is explored, and the essential information that should be included in ISM is identified.
RESULTS
Most orthodontists (52.9%) and laypeople (88.2%) preferred face-to-face communication over online content searching. Both groups consistently identified "contact details" and "types of treatment" as crucial information to be presented on OPWs. Facebook and Instagram were the most popular platforms among both orthodontists and laypeople.
CONCLUSIONS
Both specialist orthodontists and laypeople should increasingly utilize OPWs due to their comprehensive benefits.
目的
本研究旨在比较评估外行人与正畸医生对正畸实践网站（OPW）和基于互联网的社交媒体（ISM）有用性的看法，并评估这些在线信息来源的内容、功能和设计与正畸医生相比是否符合外行人的期望。
材料与方法
采用预先测试和验证的电子问卷，分别对正畸专科医生和外行人进行全国性横断面研究。共有136名正畸医生和1038名外行人自愿参与。探讨了专家采用现代方法推广OPW的意愿，并确定了ISM应包含的基本信息。
结果
大多数正畸医生（52.9%）和外行人（88.2%）更喜欢面对面交流而非在线内容搜索。两组一致认为“联系方式”和“治疗类型”是OPW上应呈现的关键信息。Facebook和Instagram是正畸医生和外行人中最受欢迎的平台。
结论
由于正畸专科医生和外行人都能从OPW中获得综合益处，双方都应更多地利用OPW。
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