Digital Engagement and Patient Acquisition in Dental Clinics: Insight from UAE Dentists

Social media has evolved into a fundamental communication and marketing tool in modern healthcare. For dental practices, these platforms serve not only to enhance visibility but also to foster trust, convey expertise, and influence patient decision-making. This study explores how social media marketing enhances patient flow in dental clinics located in Abu Dhabi, Dubai, and Sharjah. Employing a qualitative methodology, the study involved in-depth interviews with ten dentists who actively use digital platforms for professional purposes. Through thematic analysis, five core themes emerged: trust building and credibility, content strategies for engagement, platform selection, barriers to digital marketing, and evaluating marketing performance. The findings highlight that while social media improves outreach and relationship building, challenges persist, particularly concerning time constraints, content saturation, and lack of data driven decision-making tools. Using Social Exchange Theory (SET) and the Technology Acceptance Model (TAM) as interpretive frameworks, this research provides theoretical insight and practical recommendations for optimizing digital dental marketing strategies in the UAE. The study contributes new knowledge to the field of healthcare marketing and offers evidence-based guidance for dentists seeking to adapt to the demands of a competitive, digitally driven market.