Social media, advertising and misinformation

However, beyond the initially perfectly polished surface of the restoration is a myriad of concerns. For even though a plethora of healthcare information is available instantaneously to patients and students, there is a lack of quality and reliability leading to misinformation and fear-mongering. This is particularly true of the increasingly consulted open-generative AI platforms. Moreover, there are extensive repercussions if healthcare professionals breach professionalism by using social media inappropriately, as professionalism is a key value and standard in healthcare. The use of social media does raise ethical conundrums, such as whether healthcare care professionals should be answering questions from patients via social media.² In truth, social media is a blessing and a burden.

Research shows that social media has played a pivotal role in how dentistry is perceived and engagement with the field especially in today’s day and age, shifting away from an image of pain management and treatment for function. Instead, it moves further towards a world of cosmetics; where the appearance of teeth is the priority unlike its parallel aesthetic dentistry which concerns itself with visual enhancement alongside function such as implants. Cosmetic treatments that have grown rapidly in popularity are teeth whitening dental veneers, and clear aligners; this is because with the consumption and availability of social media in its various forms we are fed day in and day out with images of celebrities and influencers who have the ‘Hollywood smile’ affecting perception, self-image and forming the catalyst to patients seeking cosmetic treatment.³ Research shows that one in four of the UK population has undergone cosmetic work and the industry has an ever-growing demand.⁴ From this we can perceive how dentists must now keep up with the demand for such treatments and evolve their skills, aligning with their commitment for lifelong learning. In the context of practice management and business ownership, meeting the demand for cosmetic treatment maintains being advantageous and fiscally favourable in treatment provision.