Evolving perspectives in dental marketing: A study of Jordanian dentists' attitudes towards advertising and practice promotion.

Advertising for dental services in Jordan is subject to regulation. Dental professionals must obtain approval from their respective councils before initiating any advertising campaigns to ensure compliance with ethical and professional standards. Although the dental advertising landscape in Jordan has made considerable progress, research on dentists' perspectives regarding advertising in the country remains limited. This preliminary research specifically evaluates four factors: dentists' perspectives on advertising, the correlation between dentists' demographics and their viewpoints, their preferred advertising channels, and the prevalence of dental advertising. Additionally, it aims to address the rationale behind certain restrictions on dental advertising. A comprehensive online survey was conducted among a simple random sample of 206 Jordanian dentists, focusing on their attitudes toward various aspects of dental advertising. The attitude of dentists toward advertising has become increasingly favourable compared to the past. The study revealed a general acceptance of dental advertising, with 79.1 % of dentists considering it appropriate. Proponents of advertising argue that it benefits the community by enhancing the quality of dental services (51.9 %), lowering prices through competition (26.7 %), providing educational information (74.3 %), and assisting the community in making informed choices (59.7 %). Conversely, critics contend that advertising undermines the public's perception of the profession (33.9 %) and diminishes the trustworthiness of dentists (24.7 %). Male dentists, senior practitioners, specialists, middle-income professionals, and those with over 10 years of clinical experience were more likely to support advertising practices. Additionally, digital marketing platforms were favoured over traditional advertising channels. The attitudes of Jordanian dentists toward advertising and practice promotion are evolving, with a growing acceptance of marketing as an essential tool for practice growth. However, ethical considerations and regulatory compliance remain paramount, especially in digital marketing.