___________________________________________ DCA05DE Dental Ethics and the Digital Age, 3rd Edition
Social coupons may attract new patients to a practice. However, because social coupons are often procedure-specific, they may attract prospective patients who are not good candidates for the advertised service. The ethical problem becomes more complex when this happens, especially when money has already changed hands. Dentists may feel pressure to perform the procedure to appease the patient or to increase practice income. In such cases, dentists are not serving the patients’ best interests. Other forms of advertising on SM include: 1. Paid Ads: Promote services or special offers by targeting specific demographics on Facebook, Instagram, or LinkedIn. 2. Boosted Posts: Increase the visibility of existing posts, such as patient testimonials or promotional content. 3. Content Marketing: Share dental tips, educational videos, or blog posts to attract and engage followers. 4. Video Marketing: Create and share short videos about the practice, patient stories, or procedures on social platforms. 5. Influencer Collaborations: Partner with local influencers to reach a wider audience through their endorsements. 6. Referral Programs: Promote programs that reward patients for referring others through social media. 7. Contests and Giveaways: Run promotions to increase engagement and attract new followers. 8. Sponsored Posts: Collaborate with local businesses to cross-promote services. 9. Stories: Use Facebook and Instagram Stories for time- sensitive content like flash promotions. 10. Email Campaigns: Integrate email marketing with social media to boost followers and shares. Referring to the commercial versus care model, patients can- not fairly compete in the marketplace. They trust their dental professionals to be honest in business. Healthcare Consideration Advertising online can be worthwhile. However, dental providers should consult the ADA Code and their state dental association and dental practice act to ensure ethical and legal compliance when engaging in any new marketing endeavor involving the latest trends. DUAL RELATIONSHIPS AND DIGITAL COMMUNICATION One of the significant ethical pitfalls of digital communication, particularly SM, between the dental provider and patient is the problem of “dual relationships.” Dual relationships are not just a problem of the electronic age; the electronic age has made it easier for them to occur. Dual relationships in dental practice happen when a dental professional enters or is inher- ently involved in a second, nonprofessional relationship with a patient, be it friendship, business associate, family member, or sexual partner (Roucka, 2022). An example is when a dentist or dental hygienist provides dental care to a friend or family member. The dual relationship exists because the person is
both a patient on a professional level and a friend or family member on a personal level. Thus, the two relationships exist simultaneously. Conflicts arise in dual relationships when roles become blurred or the provider fails to place the patient’s interest above their own, consciously or unconsciously. Consider the following case. CASE STUDY 1 Rebecca is a casual acquaintance of Dr. H. They see each other often at their children’s softball games and occasionally attend the same social events at the homes of mutual friends. Rebecca has a missing tooth and would like it replaced. Dr. H provides treatment options that include a removable partial denture, a fixed bridge, or an implant. When they discuss costs, Dr. H informs Rebecca that the least expensive option is the removable partial denture and the most expensive option is the implant, which is about three times as expensive as the partial denture. The cost of a fixed bridge falls in between, but Rebecca does not want to cut two perfectly good teeth to replace one. Rebecca wants the removable partial denture because that is all she can comfortably afford; however, she chooses the implant because she does not want Dr. H to think she is a cheapskate. She has many more softball games to attend. As a result, she is paying considerably more for a procedure she does not want in order to please Dr. H. 1. How can dual relationships between a dentist and a patient potentially compromise patient autonomy? 2. What other ethical dilemmas might arise when a patient’s decision is influenced by their relationship with the provider? In this scenario, the outcome does not honor Rebecca’s interests. Even though Dr. H provided several options and Rebecca decided independently, the dual relationship between the patient and the acquaintance influenced her choice. This is just one example. Dentists and patients in dual relationships may also encounter problems with disclosing sensitive medical information, and the ability of dentists to remain objective about developing treatment options for their patients can be compromised (Roucka, 2022). Because patients in such hybrid relationships are being asked to disclose information to their dentist and friend (or family member), they might not be willing to tell the truth about their condition. If a patient has a severe medical condi- tion or takes a medication that could affect dental treatment and he or she does not disclose the information, the patient’s health and the dental provider’s ability to practice safe dentistry are jeopardized. Conversely, if a provider learns sensitive information from a friend while the friend is in the patient role, information obtained in one role may not be ethically usable in the other role. Role conflicts blur the burden of responsibilities within each role. Digital communication has exponentially increased the poten- tial for dual relationships between patients and professionals. Social media websites such as Facebook, Instagram, and Twitter are great communication and marketing tools but inherently create dual relationships the moment a provider and patient connect in that way. Dental providers who engage in these activities should respect the boundaries of the professional- patient relationship and follow professional ethical codes and
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