PREVALENCE, AWARENESS, AND WILLINGNESS OF SOCIAL MEDIA USAGE AMONG ORTHODONTIC PATIENTS: A CROSS-SECTIONAL SURVEY AT AYUB MEDICAL COLLEGE, ABBOTTABAD

Abstract

Objectives: To assess the prevalence, awareness, and willingness of orthodontic patients at Ayub Medical College, Abbottabad, regarding the usage of social media for accessing orthodontic information and their inclination to integrate it into their treatment.

Methodology: A prospective cross-sectional study was conducted at the Department of Orthodontics, Ayub Medical College, Abbottabad from June 2023 to July 2023. This study involved 255 consecutive patients who sought orthodontic care at the department. The inclusive sample encompassed individuals of varying ages and genders, including both existing and new patients undergoing orthodontic treatment. Exclusions were made for bloggers and social media influencers. A validated questionnaire was used to gauge their social media engagement. Data analysis employed SPSS version 23, computing descriptive statistics and using the Chi-square test for variable associations (p<0.05).

Results: The study encompassed 255 patients, with a significant female majority (78%). Most were receiving braces treatment (71.4%), predominantly aged 11-20 (49.8%), followed by 21-30 (35.7%) and 31-40 (14.5%). Results demonstrated noteworthy awareness regarding the usefulness of social media for orthodontic information (64.7%), although the prevalence of usage was comparatively lower (33.7%), with 62.7% expressing willingness to use a developed social media site. Notably, Instagram exhibited significant growth potential (19.6% to 35.3%) compared to Snapchat (3.9% to 13.7%). Statistical analysis suggested no substantial disparities between genders and age groups regarding social media use and platform preferences.

Conclusion: In conclusion, this study reveals significant potential for orthodontic patient education through social media, with notable awareness and willingness, despite the lower prevalence of usage. Tailored communication strategies are essential for enhancing patient engagement.