Is Social Media Influencing Patients to Choose Aligner Treatment?

Objective This study aimed to determine the influence of social media advertising on patients' decision to choose aligner treatment. Participants Three hundred valid responses were collected from patients across genders and age groups who desire aligner treatment/undergoing aligner treatment/completed aligner treatment directly or through their orthodontists/dental surgeons. Materials and methods A questionnaire-style survey was created to record the form of media advertising so as to record the data obtained in a format suitable for analysis at Bharati Vidyapeeth (Deemed to be University) Dental College and Hospital, Pune. The questionnaire was shared with orthodontists and general dentists who forwarded it to their patients who are undergoing or have completed aligner treatment and also to patients interested in or undergoing DIY (do it yourself) aligner treatment via social media groups and messaging platforms. Results Among 300 respondents, 94.6% reported a moderate to very high influence of social media and 63.6% reported high to very high influence. Gender-based analysis showed significantly higher influence among females (62.9%) as compared to males (37.1%). Respondents aged 20-40 years were most influenced by social media. Digital advertisements were significantly preferred across age groups; men favored word of mouth, while women preferred mixed strategies. Instagram (68.6%) was the most influential platform, followed by YouTube (56.2%). Perceived usefulness of social media also showed a significant gender difference (χ² = 19.931, p = 0.018). Conclusions Social media significantly influences aligner-related decision-making, especially among women and individuals aged 20-40. Instagram and YouTube are dominant platforms. Dental Practitioners should harness social media responsibly to improve patient education and counter misinformation.