Evaluation of the impact of orthodontists’ smile with malocclusions on social media and professional credibility

Objectives This study assessed laypeople’s perceptions of orthodontist credibility based on malocclusions and whether these views affect their choice to seek treatment. Eye-tracking technology and questionnaires were utilized. Materials and methods Ninety-five lay raters, through eye tracking and a questionnaire, assessed 12 images of orthodontists with malocclusions. Malocclusions were categorized by the Index Of Treatment Need (IOTN) as grade 1 (near ideal), 3 (anterior crowding), and 5 (with diastemas). Fixation points were recorded, and credibility was gauged via questionnaires. A Mentimeter word cloud was generated. Results IOTN 1 orthodontists were viewed as more credible than IOTN 3 ( p < 0.001) and 5 ( p < 0.001). Raters were more willing to receive treatment from IOTN 1 orthodontists. The focus for IOTN 1 was between eyes and mouth, while IOTN 3 and 5 were on the mouth. “Crooked teeth” and “spacing” were predominant in word clouds for IOTN 3 and 5. Conclusion Orthodontists with an IOTN grade 1 rating were perceived as more competent, reliable, and professional, thus making it more likely for laypeople to choose them as their preferred providers. Clinical relevance The smiles of professionals play a significant role in laypeople’s decision to choose them as their orthodontist, and strategic utilization of social media can effectively deliver health information to a larger audience in a faster and more direct manner.