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Table 1: Preferences for advertising modalities when selecting a provider for orthodontic treatment—clinics’ social media accounts, Google listings, online reviews or comments, YouTube and blogs

SVa / VOI

Clinics’ social media accounts

Google place listings

Online reviews or comments

YouTube (including pop-up ads)

Blogs

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Note: df = degrees of freedom, SV = stratification variable, VOI = variable of interest.
aFor each category of each stratification variable, the percentages with yes and no responses are calculated in relation to the total n shown in column 1. For each stratification variable, the difference between yes and no responses was tested statistically with the χ2 test, where p ≤ 0.05 was considered significant.

Patient group
Current treatment (n = 40)
Potential patient (n = 72)
Past treatment (n = 120)		  
14 (35.0)
20 (27.8)
34 (28.3)		  
26 (65.0)
52 (72.2)
86 (71.7)		 3
 
 
 		 0.62
 
 
 		  
18 (45.0)
21 (29.2)
46 (38.3)		  
22 (55.0)
51 (70.8)
74 (61.7)		 3
 
 
 		 0.38
 
 
 		  
24 (60.0)
39 (54.2)
65 (54.2)		  
16 (40.0)
33 (45.8)
55 (45.8)		 3
 
 
 		 0.61
 
 
 		  
3 (7.5)
5 (6.9)
5 (4.2)		  
37 (92.5)
67 (93.1)
115 (95.8)		 3
 
 
 		 0.75
 
 
 		  
0 (0.0)
2 (2.8)
3 (2.5)		  
40 (100.0)
70 (97.2)
117 (97.5)		 3
 
 
 		 0.89
 
 
 
Source of respondents
Dental clinics (n = 73)
University orthodontics clinic (n = 54)
Other (n = 163)		  
24 (32.9)
21 (38.9)
44 (27.0)		  
49 (67.1)
33 (61.1)
119 (73.0)		 2
 
 
 		 0.23
 
 
 		  
24 (32.9)
25 (46.3)
58 (35.6)		  
49 (67.1)
2 9 (53.7)
105 (64.4)		 2
 
 
 		 0.26
 
 
 		  
39 (53.4)
30 (55.6)
86 (52.8)		  
34 (46.6)
24 (44.4)
77 (47.2)		 2
 
 
 		 0.94
 
 
 		  
3 (4.1)
2 (3.7)
11 (6.7)		  
70 (95.9)
52 (96.3)
152 (93.3)		 2
 
 
 		 0.64
 
 
 		  
1 (1.4)
0 (0.0)
5 (3.1)		  
72 (98.6)
54 (100.0)
158 (96.9)		 2
 
 
 		 0.54
 
 
 
Age group (years)
16–19 (n = 23)
20–29 (n = 115)
30–39 (n = 74)
40–49 (n = 55)
50–59 (n = 21)		  
13 (56.5)
29 (25.2)
26 (35.1)
21 (38.2)
0 (0.0)		  
10 (43.5)
86 (74.8)
48 (64.9)
34 (61.8)
21 (100.0)		 4
 
 
 
 
 		 0.00
 
 
 
 
 		  
7 (30.4)
48 (41.7)
27 (36.5)
13 (23.6)
12 (57.1)		  
16 (69.6)
67 (58.3)
47 (63.5)
42 (76.4)
9 (42.9)		 4
 
 
 
 
 		 0.05
 
 
 
 
 		  
12 (52.2)
65 (56.5)
34 (45.9)
29 (52.7)
15 (71.4)		  
11 (47.8)
50 (43.5)
40 (54.1)
26 (47.3)
6 (28.6)		 4
 
 
 
 
 		 0.30
 
 
 
 
 		  
3 (13.0)
6 (5.2)
4 (5.4)
3 (5.5)
0 (0.0)		  
20 (87.0)
109 (94.8)
70 (94.6)
52 (94.5)
21 (100.0)		 4
 
 
 
 
 		 0.49
 
 
 
 
 		  
1 (4.3)
1 (0.9)
2 (2.7)
2 (3.6)
0 (0.0)		  
22 (95.7)
114 (99.1)
72 (97.3)
53 (96.4)
21 (100.0)		 4
 
 
 
 
 		 0.48
 
 
 
 
 
Sex
Female (n = 180)
Male (n = 108)		  
55 (30.6)
33 (30.6)		  
125 (69.4)
75 (69.4)		 1
 
 		 > 0.99
 
 		  
67 (37.2)
38 (35.2)		  
113 (62.8)
70 (64.8)		 1
 
 		 0.73
 
 		  
91 (50.6)
63 (58.3)		  
89 (49.4)
45 (41.7)		 1
 
 		 0.20
 
 		  
13 (7.2)
3 (2.8)		  
167 (92.8)
105 (97.2)		 1
 
 		 0.18
 
 		  
4 (2.2)
2 (1.9)		  
176 (97.8)
106 (98.1)		 1
 
 		 > 0.99
 
 
Table 2: Preferences for advertising modalities when selecting a provider for orthodontic treatment—official website; billboard outside clinic; TV or radio ads; interviews, documentaries or podcasts on TV or radio; expert opinions in the media

SVa / VOI

Clinics’ official websites

Billboards outside clinics

TV or radio ads

Interviews, documentaries or podcasts on TV or radio

Expert opinions in the media

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Note: df = degrees of freedom, SV = stratification variable, TV = television, VOI = variable of interest.
aFor each category of each stratification variable, the percentages with yes and no responses are calculated in relation to the total n shown in column 1. For each stratification variable, the difference between yes and no responses was tested statistically with the χ2 test, where p ≤ 0.05 was considered significant.

Patient group
Current treatment (n = 40)
Potential patient (n = 72)
Past treatment (n = 120)		  
24 (60.0)
32 (44.4)
65 (54.2)		  
16 (40.0)
40 (55.6)
55 (45.8)		 3
 
 
 		 0.27
 
 
 		  
3 (7.5)
4 (5.6)
7 (5.8)		  
37 (92.5)
68 (94.4)
113 (94.2)		 3
 
 
 		 0.84
 
 
 		  
1 (2.5)
5 (6.9)
11 (9.2)		  
39 (97.5)
67 (93.1)
109 (90.8)		 3
 
 
 		 0.62
 
 
 		  
4 (10.0)
12 (16.7)
10 (8.3)		  
36 (90.0)
60 (83.3)
110 (91.7)		 3
 
 
 		 0.2
 
 
 		  
7 (17.5)
8 (11.1)
25 (20.8)		  
33 (82.5)
64 (88.9)
95 (79.2)		 3
 
 
 		 0.12
 
 
 
Source of respondents
Dental clinics (n = 73)
University orthodontics clinic (n = 54)
Other (n = 163)		  
37 (50.7)
28 (51.9)
82 (50.3)		  
36 (49.3)
26 (48.1)
81 (49.7)		 2
 
 
 		 0.98
 
 
 		  
4 (5.5)
4 (7.4)
11 (6.7)		  
69 (94.5)
50 (92.6)
152 (93.3)		 2
 
 
 		 0.95
 
 
 		  
8 (11.0)
3 (5.6)
11 (6.7)		  
65 (89.0)
51 (94.4)
152 (93.3)		 2
 
 
 		 0.45
 
 
 		  
11 (15.1)
6 (11.1)
19 (11.7)		  
62 (84.9)
48 (88.9)
144 (88.3)		 2
 
 
 		 0.72
 
 
 		  
11 (15.1)
8 (14.8)
26 (16.0)		  
62 (84.9)
46 (85.2)
137 (84.0)		 2
 
 
 		 0.97
 
 
 
Age group (years)
16–19 (n = 23)
20–29 (n = 115)
30–39 (n = 74)
40–49 (n = 55)
50–59 (n = 21)		  
15 (65.2)
54 (47.0)
36 (48.6)
30 (54.5)
12 (57.1)		  
8 (34.8)
61 (53.0)
38 (51.4)
25 (45.5)
9 (42.9)		 4
 
 
 
 
 		 0.50
 
 
 
 
 		  
1 (4.3)
8 (7.0)
6 (8.1)
2 (3.6)
2 (9.5)		  
22 (95.7)
107 (93.0)
68 (91.9)
53 (96.4)
19 (90.5)		 4
 
 
 
 
 		 0.82
 
 
 
 
 		  
2 (8.7)
5 (4.3)
4 (5.4)
8 (14.5)
3 (14.3)		  
21 (91.3)
110 (95.7)
70 (94.6)
47 (85.5)
18 (85.7)		 4
 
 
 
 
 		 0.09
 
 
 
 
 		  
3 (13.0)
12 (10.4)
7 (9.5)
7 (12.7)
6 (28.6)		  
20 (87.0)
103 (89.6)
67 (90.5)
48 (87.3)
15 (71.4)		 4
 
 
 
 
 		 0.22
 
 
 
 
 		  
3 (13.0)
18 (15.7)
9 (12.2)
8 (14.5)
7 (33.3)		  
20 (87.0)
97 (84.3)
65 (87.8)
47 (85.5)
14 (66.7)		 4
 
 
 
 
 		 0.27
 
 
 
 
 
Sex
Female (n = 180)
Male (n = 108)		  
97 (53.9)
48 (44.4)		  
83 (46.1)
60 (55.6)		 1
 
 		 0.12
 
 		  
8 (4.4)
11 (10.2)		  
172 (95.6)
97 (89.8)		 1
 
 		 0.06
 
 		  
12 (6.7)
10 (9.3)		  
168 (93.3)
98 (90.7)		 1
 
 		 0.42
 
 		  
27 (15.0)
9 (8.3)		  
153 (85.0)
99 (91.7)		 1
 
 		 0.18
 
 		  
26 (14.4)
19 (17.6)		  
154 (85.6)
89 (82.4)		 1
 
 		 0.48
 
 
Table 3: Preferences for advertising modalities when selecting a provider for orthodontic treatment—ads in a newspaper, magazine or community newsletter; interviews or articles from a newspaper, magazine or community newsletter; email advertisements; business cards or brochures; word of mouth

SVa / VOI

Ads in newspaper, magazine or community newsletter

Interviews or articles from newspaper, magazine or community newsletter

Email advertisements

Business cards or brochures

Word of mouth

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Note: df = degrees of freedom, SV = stratification variable, VOI = variable of interest.
aFor each category of each stratification variable, the percentages with yes and no responses are calculated in relation to the total n shown in column 1. For each stratification variable, the difference between yes and no responses was tested statistically with the χ2 test, where p ≤ 0.05 was considered significant.

Patient group
Current treatment (n = 40)
Potential patient (n = 72)
Past treatment (n = 120)		  
3 (7.5)
5 (6.9)
9 (7.5)		  
37 (92.5)
67 (93.1)
111 (92.5)		 3
 
 
 		 0.80
 
 
 		  
37 (92.5)
67 (93.1)
111 (92.5)		  
33 (82.5)
64 (88.9)
114 (95.0)		 3
 
 
 		 0.038
 
 
 		  
1 (2.5)
4 (5.6)
3 (2.5)		  
39 (97.5)
68 (94.4)
117 (97.5)		 3
 
 
 		 0.45
 
 
 		  
7 (17.5)
9 (12.5)
19 (15.8)		  
33 (82.5)
63 (87.5)
101 (84.2)		 3
 
 
 		 0.52
 
 
 		  
28 (70.0)
56 (77.8)
87 (72.5)		  
12 (30.0)
16 (22.2)
33 (27.5)		 3
 
 
 		 0.80
 
 
 
Source of respondents
Dental clinics (n = 73)
University orthodontics clinic (n = 54)
Other (n = 163)		  
6 (8.2)
3 (5.6)
10 (6.1)		  
67 (91.8)
51 (94.4)
153 (93.9)		 2
 
 
 		 0.81
 
 
 		  
2 (2.7)
9 (16.7)
19 (11.7)		  
71 (97.3)
45 (83.3)
144 (88.3)		 2
 
 
 		 0.028
 
 
 		  
4 (5.5)
2 (3.7)
6 (3.7)		  
69 (94.5)
52 (96.3)
157 (96.3)		 2
 
 
 		 0.85
 
 
 		  
10 (13.7)
6 (11.1)
24 (14.7)		  
63 (86.3)
48 (88.9)
139 (85.3)		 2
 
 
 		 0.80
 
 
 		  
57 (78.1)
39 (72.2)
117 (71.8)		  
16 (21.9)
15 (27.8)
46 (28.2)		 2
 
 
 		 0.58
 
 
 
Age group (years)
16–19 (n = 23)
20–29 (n = 115)
30–39 (n = 74)
40–49 (n = 55)
50–59 (n = 21)		  
3 (13.0)
8 (7.0)
4 (5.4)
2 (3.6)
2 (9.5)		  
20 (87.0)
107 (93.0)
70 (94.6)
53 (96.4)
19 (90.5)		 4
 
 
 
 
 		 0.51
 
 
 
 
 		  
2 (8.7)
12 (10.4)
6 (8.1)
8 (14.5)
2 (9.5)		  
21 (91.3)
103 (89.6)
68 (91.9)
47 (85.5)
19 (90.5)		 4
 
 
 
 
 		 0.83
 
 
 
 
 		  
0 (0.0)
5 (4.3)
4 (5.4)
2 (3.6)
1 (4.8)		  
23 (100.0)
110 (95.7)
70 (94.6)
53 (96.4)
20 (95.2)		 4
 
 
 
 
 		 0.92
 
 
 
 
 		  
3 (13.0)
11 (9.6)
14 (18.9)
6 (10.9)
5 (23.8)		  
20 (87.0)
104 (90.4)
60 (81.1)
49 (89.1)
16 (76.2)		 4
 
 
 
 
 		 0.21
 
 
 
 
 		  
16 (69.6)
82 (71.3)
54 (73.0)
42 (76.4)
18 (85.7)		  
7 (30.4)
33 (28.7)
20 (27.0)
13 (23.6)
3 (14.3)		 4
 
 
 
 
 		 0.68
 
 
 
 
 
Sex
Female (n = 180)
Male (n = 108)		  
14 (7.8)
5 (4.6)		  
166 (92.2)
103 (95.4)		 1
 
 		 0.30
 
 		  
17 (9.4)
13 (12.0)		  
163 (90.6)
95 (88.0)		 1
 
 		 0.49
 
 		  
10 (5.6)
2 (1.9)		  
170 (94.4)
106 (98.1)		 1
 
 		 0.22
 
 		  
27 (15.0)
13 (12.0)		  
153 (85.0)
95 (88.0)		 1
 
 		 0.48
 
 		  
134 (74.4)
77 (71.3)		  
46 (25.6)
31 (28.7)		 1
 
 		 0.56
 
 
Table 4: Preferences for advertising modalities when selecting a provider for orthodontic treatment—advertisements from general dentist, certified orthodontist, do-it-yourself company, general dental clinic offering aligners or clinic offering same-day braces and aligners

SVa / VOI

Ad from general dentist

Ad from certified orthodontist

Ad from do-it-yourself company

Ad from general dental clinic offering aligners

Ad from clinic offering same-day braces or aligners

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Note: df = degrees of freedom, SV = stratification variable, VOI = variable of interest.
aFor each category of each stratification variable, the percentages with yes and no responses are calculated in relation to the total n shown in column 1. For each stratification variable, the difference between yes and no responses was tested statistically with the χ2 test, where p ≤ 0.05 was considered significant.

Patient group
Current treatment (n = 40)
Potential patient (n = 72)
Past treatment (n = 120)		  
18 (45.0)
25 (34.7)
43 (35.8)		  
22 (55.0)
47 (65.3)
77 (64.2)		 3
 
 
 		 0.72
 
 
 		  
23 (57.5)
46 (63.9)
73 (60.8)		  
17 (42.5)
26 (36.1)
47 (39.2)		 3
 
 
 		 0.76
 
 
 		  
0 (0.0)
2 (2.8)
4 (3.3)		  
40 (100.0)
70 (97.2)
116 (96.7)		 3
 
 
 		 0.84
 
 
 		  
5 (12.5)
9 (12.5)
27 (22.5)		  
35 (87.5)
63 (87.5)
93 (77.5)		 3
 
 
 		 0.26
 
 
 		  
0 (0.0)
2 (2.8)
10 (8.3)		  
40 (100.0)
70 (97.2)
110 (91.7)		 3
 
 
 		 0.039
 
 
 
Source of respondents
Dental clinics (n = 73)
University orthodontics clinic (n = 54)
Other (n = 163)		  
22 (30.1)
23 (42.6)
63 (38.7)		  
51 (69.9)
31 (57.4)
100 (61.3)		 2
 
 
 		 0.30
 
 
 		  
44 (60.3)
30 (55.6)
100 (61.3)		  
29 (39.7)
24 (44.4)
63 (38.7)		 2
 
 
 		 0.75
 
 
 		  
0 (0.0)
0 (0.0)
8 (4.9)		  
73 (100.0)
54 (100.0)
155 (95.1)		 2
 
 
 		 0.038
 
 
 		  
14 (19.2)
7 (13.0)
30 (18.4)		  
59 (80.8)
47 (87.0)
133 (81.6)		 2
 
 
 		 0.61
 
 
 		  
4 (5.5)
2 (3.7)
13 (8.0)		  
69 (94.5)
52 (96.3)
150 (92.0)		 2
 
 
 		 0.59
 
 
 
Age group (years)
16–19 (n = 23)
20–29 (n = 115)
30–39 (n = 74)
40–49 (n = 55)
50–59 (n = 21)		  
10 (43.5)
37 (32.2)
25 (33.8)
25 (45.5)
11 (52.4)		  
13 (56.5)
78 (67.8)
49 (66.2)
30 (54.5)
10 (47.6)		 4
 
 
 
 
 		 0.23
 
 
 
 
 		  
12 (52.2)
69 (60.0)
42 (56.8)
34 (61.8)
16 (76.2)		  
11 (47.8)
46 (40.0)
32 (43.2)
21 (38.2)
5 (23.8)		 4
 
 
 
 
 		 0.51
 
 
 
 
 		  
0 (0.0)
3 (2.6)
1 (1.4)
2 (3.6)
2 (9.5)		  
23 (100.0)
112 (97.4)
73 (98.6)
53 (96.4)
19 (90.5)		 4
 
 
 
 
 		 0.34
 
 
 
 
 		  
2 (8.7)
22 (19.1)
11 (14.9)
9 (16.4)
7 (33.3)		  
21 (91.3)
93 (80.9)
63 (85.1)
46 (83.6)
14 (66.7)		 4
 
 
 
 
 		 0.28
 
 
 
 
 		  
0 (0.0)
6 (5.2)
6 (8.1)
4 (7.3)
3 (14.3)		  
23 (100.0)
109 (94.8)
68 (91.9)
51 (92.7)
18 (85.7)		 4
 
 
 
 
 		 0.36
 
 
 
 
 
Sex
Female (n = 180)
Male (n = 108)		  
65 (36.1)
43 (39.8)		  
115 (63.9)
65 (60.2)		 1
 
 		 0.53
 
 		  
102 (56.7)
71 (65.7)		  
78 (43.3)
37 (34.3)		 1
 
 		 0.13
 
 		  
4 (2.2)
4 (3.7)		  
176 (97.8)
104 (96.3)		 1
 
 		 0.71
 
 		  
25 (13.9)
24 (22.2)		  
155 (86.1)
84 (77.8)		 1
 
 		 0.07
 
 		  
11 (6.1)
8 (7.4)		  
169 (93.9)
100 (92.6)		 1
 
 		 0.67
 
 
Table 5: Preferences for information provided in advertisements when selecting a provider for orthodontic treatment—virtual consults and follow-ups, reduction in in-person visits without extending total duration of treatment, before and after photos, dentist’s experience, dentist’s knowledge of latest technology and scientific research

SVa / VOI

Virtual consults and follow-ups

Offer to reduce number of in-person visits without extending total duration of treatment

Before and after photos of patients

Dentist’s experience (e.g., no. of years in practice)

Dentist’s knowledge of latest technology and scientific research

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Note: df = degrees of freedom, SV = stratification variable, VOI = variable of interest.
aFor each category of each stratification variable, the percentages with yes and no responses are calculated in relation to the total n shown in column 1. For each stratification variable, the difference between yes and no responses was tested statistically with the χ2 test, where p ≤ 0.05 was considered significant.

Patient group
Current treatment (n = 40)
Potential patient (n = 72)
Past treatment (n = 120)		  
16 (40.0)
18 (25.0)
37 (30.8)		  
24 (60.0)
54 (75.0)
83 (69.2)		 3
 
 
 		 0.39
 
 
 		  
8 (20.0)
14 (19.4)
22 (18.3)		  
32 (80.0)
58 (80.6)
98 (81.7)		 3
 
 
 		 0.54
 
 
 		  
23 (57.5)
40 (55.6)
60 (50.0)		  
17 (42.5)
32 (44.4)
60 (50.0)		 3
 
 
 		 0.67
 
 
 		  
21 (52.5)
36 (50.0)
57 (47.5)		  
19 (47.5)
36 (50.0)
63 (52.5)		 3
 
 
 		 0.93
 
 
 		  
23 (57.5)
33 (45.8)
58 (48.3)		  
17 (42.5)
39 (54.2)
62 (51.7)		 3
 
 
 		 0.69
 
 
 
Source of respondents
Dental clinics (n = 73)
University orthodontics clinic (n = 54)
Other (n = 163)		  
26 (35.6)
18 (33.3)
47 (28.8)		  
47 (64.4)
36 (66.7)
116 (71.2)		 2
 
 
 		 0.55
 
 
 		  
15 (20.5)
13 (24.1)
32 (19.6)		  
58 (79.5)
41 (75.9)
131 (80.4)		 2
 
 
 		 0.78
 
 
 		  
41 (56.2)
32 (59.3)
84 (51.5)		  
32 (43.8)
22 (40.7)
79 (48.5)		 2
 
 
 		 0.57
 
 
 		  
41 (56.2)
28 (51.9)
75 (46.0)		  
32 (43.8)
26 (48.1)
88 (54.0)		 2
 
 
 		 0.33
 
 
 		  
33 (45.2)
31 (57.4)
78 (47.9)		  
40 (54.8)
23 (42.6)
85 (52.1)		 2
 
 
 		 0.36
 
 
 
Age group (years)
16–19 (n = 23)
20–29 (n = 115)
30–39 (n = 74)
40–49 (n = 55)
50–59 (n = 21)		  
5 (21.7)
38 (33.0)
25 (33.8)
16 (29.1)
6 (28.6)		  
18 (78.3)
77 (67.0)
49 (66.2)
39 (70.9)
15 (71.4)		 4
 
 
 
 
 		 0.82
 
 
 
 
 		  
7 (30.4)
23 (20.0)
16 (21.6)
12 (21.8)
2 (9.5)		  
16 (69.6)
92 (80.0)
58 (78.4)
43 (78.2)
19 (90.5)		 4
 
 
 
 
 		 0.56
 
 
 
 
 		  
10 (43.5)
60 (52.2)
42 (56.8)
31 (56.4)
13 (61.9)		  
13 (56.5)
55 (47.8)
32 (43.2)
24 (43.6)
8 (38.1)		 4
 
 
 
 
 		 0.73
 
 
 
 
 		  
14 (60.9)
50 (43.5)
37 (50.0)
32 (58.2)
10 (47.6)		  
9 (39.1)
65 (56.5)
37 (50.0)
23 (41.8)
11 (52.4)		 4
 
 
 
 
 		 0.34
 
 
 
 
 		  
14 (60.9)
49 (42.6)
35 (47.3)
31 (56.4)
13 (61.9)		  
9 (39.1)
66 (57.4)
39 (52.7)
24 (43.6)
8 (38.1)		 4
 
 
 
 
 		 0.27
 
 
 
 
 
Sex
Female (n = 180)
Male (n = 108)		  
54 (30.0)
35 (32.4)		  
126 (70.0)
73 (67.6)		 1
 
 		 0.67
 
 		  
35 (19.4)
24 (22.2)		  
145 (80.6)
84 (77.8)		 1
 
 		 0.57
 
 		  
98 (54.4)
58 (53.7)		  
82 (45.6)
50 (46.3)		 1
 
 		 0.90
 
 		  
87 (48.3)
56 (51.9)		  
93 (51.7)
52 (48.1)		 1
 
 		 0.56
 
 		  
87 (48.3)
55 (50.9)		  
93 (51.7)
53 (49.1)		 1
 
 		 0.67
 
 
Table 6: Preferences for information provided in advertisements when selecting a provider for orthodontic treatment—dentist having no accent and being easy to understand, dentist’s involvement in the community, facility being accessible to those with disabilities, location of clinic on building’s ground floor, dentist working in a local, family-owned practice

SVa / VOI

Dentist has no accent and is easy to understand

Dentist is involved in the community

Facility is accessible for people with disabilities

Clinic is located on ground level of building

Dentist works in a family-owned local practice

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Note: df = degrees of freedom, SV = stratification variable, TV = television, VOI = variable of interest.
aFor each category of each stratification variable, the percentages with yes and no responses are calculated in relation to the total n shown in column 1. For each stratification variable, the difference between yes and no responses was tested statistically with the χ2 test, where p ≤ 0.05 was considered significant.

Patient group
Current treatment (n = 40)
Potential patient (n = 72)
Past treatment (n = 120)		  
1 (2.5)
2 (2.8)
2 (1.7)		  
39 (97.5)
70 (97.2)
118 (98.3)		 3
 
 
 		 0.94
 
 
 		  
3 (7.5)
10 (13.9)
15 (12.5)		  
37 (92.5)
62 (86.1)
105 (87.5)		 3
 
 
 		 0.79
 
 
 		  
2 (5.0)
7 (9.7)
10 (8.3)		  
38 (95.0)
65 (90.3)
110 (91.7)		 3
 
 
 		 0.88
 
 
 		  
0 (0.0)
2 (2.8)
4 (3.3)		  
40 (100.0)
70 (97.2)
116 (96.7)		 3
 
 
 		 0.37
 
 
 		  
3 (7.5)
2 (2.8)
14 (11.7)		  
37 (92.5)
70 (97.2)
106 (88.3)		 3
 
 
 		 0.13
 
 
 
Source of respondents
Dental clinics (n = 73)
University orthodontics clinic (n = 54)
Other (n = 163)		  
2 (2.7)
0 (0.0)
4 (2.5)		  
71 (97.3)
54 (100.0)
159 (97.5)		 2
 
 
 		 0.73
 
 
 		  
8 (11.0)
3 (5.6)
23 (14.1)		  
65 (89.0)
51 (94.4)
140 (85.9)		 2
 
 
 		 0.23
 
 
 		  
8 (11.0)
4 (7.4)
12 (7.4)		  
65 (89.0)
50 (92.6)
151 (92.6)		 2
 
 
 		 0.59
 
 
 		  
2 (2.7)
2 (3.7)
6 (3.7)		  
71 (97.3)
52 (96.3)
157 (96.3)		 2
 
 
 		 > 0.99
 
 
 		  
4 (5.5)
4 (7.4)
14 (8.6)		  
69 (94.5)
50 (92.6)
149 (91.4)		 2
 
 
 		 0.79
 
 
 
Age group (years)
16–19 (n = 23)
20–29 (n = 115)
30–39 (n = 74)
40–49 (n = 55)
50–59 (n = 21)		  
1 (4.3)
2 (1.7)
2 (2.7)
0 (0.0)
1 (4.8)		  
22 (95.7)
113 (98.3)
72 (97.3)
55 (100.0)
20 (95.2)		 4
 
 
 
 
 		 0.36
 
 
 
 
 		  
2 (8.7)
11 (9.6)
8 (10.8)
6 (10.9)
7 (33.3)		  
21 (91.3)
104 (90.4)
66 (89.2)
49 (89.1)
14 (66.7)		 4
 
 
 
 
 		 0.08
 
 
 
 
 		  
3 (13.0)
10 (8.7)
4 (5.4)
6 (10.9)
0 (0.0)		  
20 (87.0)
105 (91.3)
70 (94.6)
49 (89.1)
21 (100.0)		 4
 
 
 
 
 		 0.39
 
 
 
 
 		  
0 (0.0)
3 (2.6)
3 (4.1)
1 (1.8)
3 (14.3)		  
23 (100.0)
112 (97.4)
71 (95.9)
54 (98.2)
18 (85.7)		 4
 
 
 
 
 		 0.14
 
 
 
 
 		  
2 (8.7)
11 (9.6)
7 (9.5)
2 (3.6)
0 (0.0)		  
21 (91.3)
104 (90.4)
67 (90.5)
53 (96.4)
21 (100.0)		 4
 
 
 
 
 		 0.44
 
 
 
 
 
Sex
Female (n = 180)
Male (n = 108)		  
5 (2.8)
1 (0.9)		  
175 (97.2)
107 (99.1)		 1
 
 		 0.42
 
 		  
20 (11.1)
14 (13.0)		  
160 (88.9)
94 (87.0)		 1
 
 		 0.64
 
 		  
13 (7.2)
11 (10.2)		  
167 (92.8)
97 (89.8)		 1
 
 		 0.38
 
 		  
8 (4.4)
2 (1.9)		  
172 (95.6)
106 (98.1)		 1
 
 		 0.33
 
 		  
11 (6.1)
10 (9.3)		  
169 (93.9)
98 (90.7)		 1
 
 		 0.32
 
 
Table 7: Preferences for information provided in advertisements when selecting a provider for orthodontic treatment—practice owned by a big business group, dentist works with other dental specialists in same building, flexible payment plans and lower treatment costs, minimal treatment time, limited number of in-person appointments

SVa / VOI

Practice owned by a big business group

Dentist works with other dental specialists in the same building

Flexible payment plans and lower treatment costs

Minimal treatment time

Limited number of in-person appointments

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Note: df = degrees of freedom, SV = stratification variable, TV = television, VOI = variable of interest.
aFor each category of each stratification variable, the percentages with yes and no responses are calculated in relation to the total n shown in column 1. For each stratification variable, the difference between yes and no responses was tested statistically with the χ2 test, where p ≤ 0.05 was considered significant.

Patient group
Current treatment (n = 40)
Potential patient (n = 72)
Past treatment (n = 120)		  
0 (0.0)
1 (1.4)
2 (1.7)		  
40 (100.0)
71 (98.6)
118 (98.3)		 3
 
 
 		 > 0.99
 
 
 		  
9 (22.5)
14 (19.4)
27 (22.5)		  
31 (77.5)
58 (80.6)
93 (77.5)		 3
 
 
 		 0.96
 
 
 		  
16 (40.0)
27 (37.5)
51 (42.5)		  
24 (60.0)
45 (62.5)
69 (57.5)		 3
 
 
 		 0.84
 
 
 		  
6 (15.0)
12 (16.7)
13 (10.8)		  
34 (85.0)
60 (83.3)
107 (89.2)		 3
 
 
 		 0.70
 
 
 		  
2 (5.0)
4 (5.6)
16 (13.3)		  
38 (95.0)
68 (94.4)
104 (86.7)		 3
 
 
 		 0.26
 
 
 
Source of respondents
Dental clinics (n = 73)
University orthodontics clinic (n = 54)
Other (n = 163)		  
2 (2.7)
0 (0.0)
1 (0.6)		  
71 (97.3)
54 (100.0)
162 (99.4)		 2
 
 
 		 0.25
 
 
 		  
16 (21.9)
15 (27.8)
32 (19.6)		  
57 (78.1)
39 (72.2)
131 (80.4)		 2
 
 
 		 0.45
 
 
 		  
37 (50.7)
20 (37.0)
63 (38.7)		  
36 (49.3)
34 (63.0)
100 (61.3)		 2
 
 
 		 0.17
 
 
 		  
12 (16.4)
8 (14.8)
19 (11.7)		  
61 (83.6)
46 (85.2)
144 (88.3)		 2
 
 
 		 0.58
 
 
 		  
7 (9.6)
3 (5.6)
17 (10.4)		  
66 (90.4)
51 (94.4)
146 (89.6)		 2
 
 
 		 0.56
 
 
 
Age group (years)
16–19 (n = 23)
20–29 (n = 115)
30–39 (n = 74)
40–49 (n = 55)
50–59 (n = 21)		  
0 (0.0)
2 (1.7)
0 (0.0)
0 (0.0)
0 (0.0)		  
23 (100.0)
113 (98.3)
74 (100.0)
55 (100.0)
21 (100.0)		 4
 
 
 
 
 		 0.79
 
 
 
 
 		  
4 (17.4)
23 (20.0)
17 (23.0)
11 (20.0)
7 (33.3)		  
19 (82.6)
92 (80.0)
57 (77.0)
44 (80.0)
14 (66.7)		 4
 
 
 
 
 		 0.69
 
 
 
 
 		  
11 (47.8)
43 (37.4)
33 (44.6)
23 (41.8)
9 (42.9)		  
12 (52.2)
72 (62.6)
41 (55.4)
32 (58.2)
12 (57.1)		 4
 
 
 
 
 		 0.39
 
 
 
 
 		  
3 (13.0)
14 (12.2)
9 (12.2)
10 (18.2)
3 (14.3)		  
20 (87.0)
101 (87.8)
65 (87.8)
45 (81.8)
18 (85.7)		 4
 
 
 
 
 		 0.85
 
 
 
 
 		  
4 (17.4)
7 (6.1)
8 (10.8)
8 (14.5)
0 (0.0)		  
19 (82.6)
108 (93.9)
66 (89.2)
47 (85.5)
21 (100.0)		 4
 
 
 
 
 		 0.1
 
 
 
 
 
Sex
Female (n = 180)
Male (n = 108)		  
2 (1.1)
1 (0.9)		  
178 (98.9)
107 (99.1)		 1
 
 		 > 0.99
 
 		  
40 (22.2)
23 (21.3)		  
140 (77.8)
85 (78.7)		 1
 
 		 0.85
 
 		  
63 (35.0)
56 (51.9)		  
117 (65.0)
52 (48.1)		 1
 
 		 .005
 
 		  
23 (12.8)
15 (13.9)		  
157 (87.2)
93 (86.1)		 1
 
 		 0.79
 
 		  
17 (9.4)
10 (9.3)		  
163 (90.6)
98 (90.7)		 1
 
 		 0.96
 
 
Table 8: Preferences for information provided in advertisements when selecting a provider for orthodontic treatment—bookings and cancellations available online without charge, availability of evening and weekend appointments, repairs and adjustments at no extra cost, dentist mainly offering clear aligners and tooth-coloured braces, dentist mainly offering fixed metal braces

SVa / VOI

Bookings/cancellations can be done online with no charge for last-minute cancellations

Option of evening and/or weekend appointments

Dentist offers repairs and adjustments immediately, at no extra cost

Dentist mainly offering clear aligners and tooth-coloured braces

Dentist mainly offering fixed metal braces

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Yes, n (%)

No, n (%)

df

p

Note: df = degrees of freedom, SV = stratification variable, TV = television, VOI = variable of interest.
aFor each category of each stratification variable, the percentages with yes and no responses are calculated in relation to the total n shown in column 1. For each stratification variable, the difference between yes and no responses was tested statistically with the χ2 test, where p ≤ 0.05 was considered significant.

Patient group
Current treatment (n = 40)
Potential patient (n = 72)
Past treatment (n = 120)		  
15 (37.5)
40 (55.6)
40 (33.3)		  
25 (62.5)
32 (44.4)
80 (66.7)		 3
 
 
 		 0.016
 
 
 		  
19 (47.5)
30 (41.7)
57 (47.5)		  
21 (52.5)
42 (58.3)
63 (52.5)		 3
 
 
 		 0.79
 
 
 		  
16 (40.0)
30 (41.7)
64 (53.3)		  
24 (60.0)
42 (58.3)
56 (46.7)		 3
 
 
 		 0.32
 
 
 		  
8 (20.0)
9 (12.5)
19 (15.8)		  
32 (80.0)
63 (87.5)
101 (84.2)		 3
 
 
 		 0.66
 
 
 		  
0 (0.0)
2 (2.8)
4 (3.3)		  
40 (100.0)
70 (97.2)
116 (96.7)		 3
 
 
 		 0.54
 
 
 
Source of respondents
Dental clinics (n = 73)
University orthodontics clinic (n = 54)
Other (n = 163)		  
27 (37.0)
23 (42.6)
65 (39.9)		  
46 (63.0)
31 (57.4)
98 (60.1)		 2
 
 
 		 0.81
 
 
 		  
34 (46.6)
24 (44.4)
72 (44.2)		  
39 (53.4)
30 (55.6)
91 (55.8)		 2
 
 
 		 0.94
 
 
 		  
31 (42.5)
26 (48.1)
81 (49.7)		  
42 (57.5)
28 (51.9)
82 (50.3)		 2
 
 
 		 0.59
 
 
 		  
6 (8.2)
10 (18.5)
27 (16.6)		  
67 (91.8)
44 (81.5)
136 (83.4)		 2
 
 
 		 0.17
 
 
 		  
2 (2.7)
0 (0.0)
4 (2.5)		  
71 (97.3)
54 (100.0)
159 (97.5)		 2
 
 
 		 0.73
 
 
 
Age group (years)
16–19 (n = 23)
20–29 (n = 115)
30–39 (n = 74)
40–49 (n = 55)
50–59 (n = 21)		  
7 (30.4)
46 (40.0)
30 (40.5)
21 (38.2)
9 (42.9)		  
16 (69.6)
69 (60.0)
44 (59.5)
34 (61.8)
12 (57.1)		 4
 
 
 
 
 		 0.91
 
 
 
 
 		  
11 (47.8)
53 (46.1)
30 (40.5)
29 (52.7)
7 (33.3)		  
12 (52.2)
62 (53.9)
44 (59.5)
26 (47.3)
14 (66.7)		 4
 
 
 
 
 		 0.52
 
 
 
 
 		  
10 (43.5)
54 (47.0)
33 (44.6)
30 (54.5)
10 (47.6)		  
13 (56.5)
61 (53.0)
41 (55.4)
25 (45.5)
11 (52.4)		 4
 
 
 
 
 		 0.82
 
 
 
 
 		  
4 (17.4)
15 (13.0)
16 (21.6)
6 (10.9)
2 (9.5)		  
19 (82.6)
100 (87.0)
58 (78.4)
49 (89.1)
19 (90.5)		 4
 
 
 
 
 		 0.41
 
 
 
 
 		  
0 (0.0)
3 (2.6)
1 (1.4)
1 (1.8)
1 (4.8)		  
23 (100.0)
112 (97.4)
73 (98.6)
54 (98.2)
20 (95.2)		 4
 
 
 
 
 		 0.75
 
 
 
 
 
Sex
Female (n = 180)
Male (n = 108)		  
69 (38.3)
46 (42.6)		  
111 (61.7)
62 (57.4)		 1
 
 		 0.48
 
 		  
81 (45.0)
48 (44.4)		  
99 (55.0)
60 (55.6)		 1
 
 		 0.93
 
 		  
82 (45.6)
55 (50.9)		  
98 (54.4)
53 (49.1)		 1
 
 		 0.38
 
 		  
31 (17.2)
12 (11.1)		  
149 (82.8)
96 (88.9)		 1
 
 		 0.16
 
 		  
3 (1.7)
3 (2.8)		  
177 (98.3)
105 (97.2)		 1
 
 		 0.68