Content analysis of practice promoting strategies used by dental clinics in Bengaluru city
Journal Title: IOSR Journal of Dental and Medical Sciences (IOSR-JDMS) - Year 2018, Vol 17, Issue 6
Abstract
For dental professionals in India, advertising has been a debatable issue, and the notion of using marketing strategies to promote a professional practice is relatively new. Despite the ethical rules prescribed by Dental Council of India in 2014 a number of practitioners ignore the code of ethics while advertising their practices. Many dentists feel that advertising is a necessary part of running a practice, and some of them argue that it has the potential to be beneficial. Therefore, the objective of the present study is to evaluate the practice promoting strategies used by various dental clinics in Bengaluru city. Materials and Methods: Dental clinics all over the Bengaluru city were analysed for practice promoting strategies based on size of sign boards, clinic logos, road side advertisements, leaflets, types of treatments done, professional skills, misleading degrees and use of words such as “teeth”, “painless treatment”, “bloodless treatment” etc, following which qualitative analysis was done to identify common themes used in advertising. Results:Sign boards were displayed larger in size than the recommendation laid by Dental Council of India which is of 3x2 feet size. Most of the clinics had mentioned about the type of treatments done and also the pictorial display of treatments. Many clinics had mentioned phone numbers and professional skills of dentist. Conclusion: Advertising may be a force for good, but it could also undermine the health care role of dentistry.
Authors and Affiliations
Ankit Mohapatra, Shwetha R, Archana Krishnamurthy, Shefali Jaiswal, Monika Prasad, Aishwarya Sampath
Keywords
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- EP ID EP376022
- DOI 10.9790/0853-1706060508.
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