Abstract

Orthodontist or Salesman?

by Pandis Nikolaos

The practice of orthodontics has been based on theoretical and practical training in a university setting; however, in recent years, this paradigm has been disrupted by aggressive marketing from large, public corporations and their key opinion leaders targeting clinicians and patients alike. The expansion of social media networks and the adoption of professional marketing tactics have provided ideal tools for the industry to influence the target audience and set current treatment trends, while taking the practitioner hostage. In an environment where product licensing is neither vigilant, nor empirical proof is required to back industry claims, such practices are creating great conflicts of interest and are blurring the line between healthcare professionalism and plain salesmanship. In this presentation, I will highlight some tactics used by the industry to influence the target audience, the legislation around orthodontic product licensing, and address why this new paradigm is challenging the core of orthodontic practice.