Media advertising effects on consumer perception of orthodontic treatment quality.
OBJECTIVE
To determine the effect of media advertising on consumer perception of orthodontic treatment quality.


METHODS
A survey instrument was designed to evaluate factors influencing consumer selection of an orthodontist and consumer perception of different forms of media advertising (radio, television, newspaper, magazine, direct mail, and billboard) by orthodontic practices. The surveys were distributed by eight orthodontic offices in and around the Richmond, Virginia area. The survey return rate was 97%.


RESULTS
Respondents most often cited dentist and patient referrals as how they learned of the orthodontic practices they visited (50% to 57%). A caring attitude and good practitioner reputation were the top reasons influencing actual selection of an orthodontist (53% and 49%, respectively). Of respondents, 14% to 24% felt that advertising orthodontists would offer a lower quality of care than nonadvertising orthodontists. Newspaper, magazine, and direct mail advertisements were viewed more favorably than radio, television, and billboard advertisements. Chi-square analyses revealed few statistically significant differences in perception between different income and education groups.


CONCLUSIONS
The majority of patients do not perceive advertising to reflect poorly on the quality of orthodontic care. However, patients with different income and education levels perceive media advertising differently.
Edwards
Daenya T
DT
Orthodontic Department, School of Dentistry, Virginia Commonwealth University, Richmond, VA 23298, USA
Shroff
Bhavna
B
Lindauer
Steven J
SJ
Fowler
Chad E
CE
Tufekci
Eser
E
D000293:Adolescent; D000328:Adult; D000329:Advertising; D000368:Aged; D000369:Aged, 80 and over; D001291:Attitude of Health Personnel; D001294:Attitude to Health; D002755:Choice Behavior; D003146:Communications Media; D003812:Dentist-Patient Relations; D004522:Educational Status; D005260:Female; D006801:Humans; D007182:Income; D008297:Male; D017533:Marital Status; D008875:Middle Aged; D009524:Newspapers as Topic; D009970:Orthodontics / Q000592:standards*; D010506:Periodicals as Topic; D011177:Postal Service; D011787:Quality of Health Care; D011845:Radio; D012017:Referral and Consultation; D013690:Television; D014768:Virginia