Al-Khalifa Khalifa S, Almarar Fadak H, Alatiyyah Fatimah M, Alhassan Fatimah A, AlJarboua Raghad T, Alhamdan Yasmin I, Alabdurubalnabi Esraa M
Oral Health Prev Dent. 2025 Aug 26;23:489-498. doi: 10.3290/j.ohpd.c_2231.
This study aimed to assess the utilisation of Instagram primarily as a marketing tool among dentists in Saudi Arabia and its perceived impact on patient engagement.
A cross-sectional survey was conducted among 385 dentists using a convenience sampling method. The questionnaire collected data on demographics, Instagram usage patterns, perception of marketing strategies on the platform, and factors influencing the selection of a dentist or dental clinic. Data were analysed using IBM SPSS Statistics and presented as descriptive statistics and bivariate analyses.
A total of 385 responses were received, yielding a response rate of 64.2%. Approximately 77.1% of participants reported regular Instagram use, with nearly half accessing the platform more than three times per day. Most respondents indicated using Instagram for personal purposes (42.9%) and marketing (39%). The most effective marketing strategies identified were paid promotional advertisements (75%), Instagram searches (55%), and patient recommendations (50.1%). Key content-related factors enhancing account appeal included clinical case photos (84.9%) and high-quality images (99%). Dentists working in the private sector were more likely to utilise Instagram for marketing and reported a significant increase in patient flow (60%) as a result.
Instagram serves as a valuable marketing platform for Saudi dental professionals, particularly in the private sector. The platform enhances patient outreach, practice visibility, and brand building. Further research is recommended to explore ethical guidelines, content strategies, and potential applications in professional and patient education.
本研究旨在评估沙特阿拉伯牙医将Instagram主要用作营销工具的情况及其对患者参与度的感知影响。
采用便利抽样法对385名牙医进行横断面调查。问卷收集了有关人口统计学、Instagram使用模式、对该平台营销策略的看法以及影响牙医或牙科诊所选择的因素的数据。使用IBM SPSS Statistics对数据进行分析，并以描述性统计和双变量分析的形式呈现。
共收到385份回复，回复率为64.2%。约77.1%的参与者报告经常使用Instagram，近一半的人每天访问该平台超过三次。大多数受访者表示使用Instagram是出于个人目的（42.9%）和营销目的（39%）。确定的最有效的营销策略是付费推广广告（75%）、Instagram搜索（55%）和患者推荐（50.1%）。增强账户吸引力的关键内容相关因素包括临床病例照片（84.9%）和高质量图像（99%）。在私营部门工作的牙医更有可能将Instagram用于营销，并报告患者流量因此显著增加（60%）。
Instagram是沙特牙科专业人员，特别是私营部门牙科专业人员的一个有价值的营销平台。该平台增强了患者宣传、诊所知名度和品牌建设。建议进一步研究探索道德准则、内容策略以及在专业和患者教育中的潜在应用。
