Introduction: Digital marketing has become a crucial part of modern marketing practices, as it allows companies to market themselves in diverse ways. Due to the easy sharing of content, Instagram has become one of the largest social networks for promotion, even in healthcare. Health organizations should use marketing tools to inform and educate consumers, providing credible information to strengthen their relationships with consumers while emphasizing quality marketing. In dentistry, marketing represents an important link between professionals and patients. Understanding user needs in relation to social media is essential for implementing successful marketing campaigns. Purpose: The purpose of this thesis is to explore and present the possibilities of modern marketing in dentistry, incorporating Instagram as a key tool for marketing campaigns. Through a practical example, we tested the tools offered by the platform for promoting a dental laboratory, showcasing the accessibility and effectiveness of marketing, as a contributing factor to competitiveness, knowledge dissemination and networking within the dental community. The goal of the digital marketing presentation is to create interactive approaches, engage in two-way communication with consumers, and stand out from the crowd of advertisements. Methods:The theoretical part utilizes the descriptive method. Sources of information include professional literature published in scientific and professional journals and books. Literature was sourced using the COBBIS bibliographic system at the Faculty of Health Sciences and Medicine as well as the Central Technical Library in Ljubljana. Electronic articles were searched in databases such as Google Scholar, Science Direct, and Web of Science, encompassing both domestic and foreign works. Data on the Instagram platform, as software for practical implementation, was obtained from the manufacturer's website, Meta Platforms Inc. As a case study, we analyzed the created profile of the dental laboratory Miha and Nina on Instagram. Results: The thesis presents the research results on the impact of social media on dental promotion, focusing on the Instagram platform. It shows how dental laboratories can be successfully advertised, with a minimal investment of time and money. An analysis of the promotion of a dental laboratory is presented where the correlation between the published content and the resources intended for promotion is manifested in a greater number of likes, increased visits to the profile, acquisition of new followers and greater reach of the post. Discussion and conclusion: The rise of smartphone use has changed the way individuals search for information. Therefore, it is necessary for companies to constantly adapt to the market and strive for customer satisfaction. Social networks as a promotional tool can complement marketing strategies and facilitate communication, but they cannot completely replace a personal approach. By combining both approaches and establishing authentic connections, dental laboratories can achieve a strong market presence and create quality relationships with costumers and professionals in dentistry. Continuous training and education of medical personnel on the correct use of social networks is key for public trust in the profession and the safety of the user experience.
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