Abstract
PURPOSE: This study aimed to assess the utilisation of Instagram primarily as a marketing tool among dentists in Saudi Arabia and its perceived impact on patient engagement. MATERIALS AND METHODS: A cross-sectional survey was conducted among 385 dentists using a convenience sampling method. The questionnaire collected data on demographics, Instagram usage patterns, perception of marketing strategies on the platform, and factors influencing the selection of a dentist or dental clinic. Data were analysed using IBM SPSS Statistics and presented as descriptive statistics and bivariate analyses. RESULTS: A total of 385 responses were received, yielding a response rate of 64.2%. Approximately 77.1% of participants reported regular Instagram use, with nearly half accessing the platform more than three times per day. Most respondents indicated using Instagram for personal purposes (42.9%) and marketing (39%). The most effective marketing strategies identified were paid promotional advertisements (75%), Instagram searches (55%), and patient recommendations (50.1%). Key content-related factors enhancing account appeal included clinical case photos (84.9%) and high-quality images (99%). Dentists working in the private sector were more likely to utilise Instagram for marketing and reported a significant increase in patient flow (60%) as a result. CONCLUSION: Instagram serves as a valuable marketing platform for Saudi dental professionals, particularly in the private sector. The platform enhances patient outreach, practice visibility, and brand building. Further research is recommended to explore ethical guidelines, content strategies, and potential applications in professional and patient education.