Marketing digital e ética odontológica: revisão integrativa da literatura

Abstract

Digital marketing is on the rise in various sectors of the market and Dentistry is no different. With the great competition in the dental services market, it is increasingly common to use marketing strategies to highlight the work of dentists and dental clinics. However, professionals do not always use this tool properly, that is, in accordance with the Code of Dental Ethics, with regard to advertising, advertising and publicity. This difficulty can be explained by the professionals' lack of knowledge about the regulations that regulate marketing within dentistry. Thus, the objective of this work is to carry out an integrative literature review on the relationship between marketing and ethics in dentistry, discussing the main ethical and legal implications of the use of digital marketing by dentists. Searches were carried out in three databases, through a systematic methodology, obeying specific inclusion and exclusion criteria, 18 articles were selected for reading and discussion of the data. Most studies observed ethical infractions in social media profiles of dentistry professionals and pointed to the need for greater dissemination of knowledge about ethics and digital marketing in dentistry, in addition to greater supervision by regional councils regarding advertising within the profession. Therefore, it is necessary to raise awareness among dentists about the ethical regulations that involve marketing in the profession. Actions within higher education institutions are also interesting strategies for training professionals who are better prepared to deal with this issue.