Nikolaos Pandis DDS MS Dr. Med. Dent MS PhD MS Associate Professor University of Bern, Switzerland The practice of orthodontics has been traditionally based on theoretical and practical training. In recent years, however, this paradigm has been disrupted by aggressive marketing from large, public corporations targeting clinicians and patients alike. The expansion of social media networks and the adoption of professional marketing tactics have provided the ideal tools for the industry to influence the target audience and set the current trend while taking the practitioner hostage. In this presentation, I will highlight some tactics companies use to influence the target audience and address why this is challenging the core of orthodontic practice.


Learning Objectives
After this lecture, you will be able to recognise how the industry is directing the practice of orthodontics
After this lecture, you will be able to demonstrate some of the tactics of the industry
After this lecture, you will be able to reflect on the practice of orthodontics in the future