EC Dental Science

Introduction: The aim of this study was to assess the influential effects of social media on choosing dentists and dental clinics in Saudi Arabia.

Methods: This cross-sectional study surveyed 318 individuals living in Saudi Arabia who were 18 years or older. A questionnaire was used to assess the percentage of public dental clinics visited based on social media, opinions of dental clinics about using social media, factors for choosing a dental clinic, and the most important factor within social media that makes individuals choose a dental clinic and dentist.

Results: A total 47.17% of participants had visited a dental clinic based on social media. Around 60% believe that social media is necessary to attract new patients (66%) and that the return on investment in social media is better than traditional marketing (61.7%). The most important factor for choosing a dental clinic was modern equipment and technology (M = 4.37, SD = 1.05). Reviews and ratings from other clients were the third most important factor (M = 4.25, SD = 1.13). The most important factor within social media were positive high ratings of the dentists at the clinic (M = 4.46, SD = 0.93), dentist qualifications (M = 4.27, SD = 1.08), and special offers (M = 4.08, SD = 1.12). Conversely, the least important factors were the number of followers (M = 3.06, SD = 1.36), likes on posts (M = 3.00, SD = 1.34), and celebrity endorsements (M = 2.28, SD = 1.31).

Conclusion: Around half of the public in Saudi Arabia have visited a dentist or a dental clinic based on social media, making such sites valuable to dental professionals.

 Keywords: Social Media; Dentists; Dental Students; Dental Clinic; Selecting; Choosing; Saudi Arabia

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