Orthondontic marketing. The issue of information vs. trust; supporting future patients in their choices when accessing online information

Competition is fierce in the orthodontic arena, and clinicians must stand out from the crowd to get reliable, per-sonalised information over to potential customers. Considering the number of promotional messages issued by brands and social media personalities alike, how can the orthodontic community ensure patients receive the best advice? Should professionals jump on the TikTok bandwagon and brush up on their online marketing expertise? Or is there another way? This article is an opinion piece by an Orthodontic Marketing Consultant with over 10 years of experience in the field.