Orthodontic postgraduate education, continuing education and industry marketing

Abstract

The objective of orthodontic postgraduate education is to produce graduates who (1) complete their didactic and clinical education under the auspices of an advanced education institution, (2) are provided with a broad-based higher level education in orthodontics and biomedical sciences, (3) obtain a solid background in diagnosis and treatment modalities, and (4) become specialists in this discipline. At present, formal postgraduate orthodontic programmes around the world usually have durations that range from 24 to 48 months, with the majority of them being 36-month full-time courses. Nowadays residents are required to attend an adequate number of supervised clinical sessions, in order to establish proficiency in clinical orthodontics. In addition, approximately 25– 30% of the coursework is dedicated to research and various administrative tasks (treatment planning, preparation of tutorials, case presentations). The number of new patients assigned to each resident may vary between schools, but it is usually not less than 30 and an equal number of transferred cases are also included during the course of the study. The programmes expose the residents to a variety of contemporary treatment modalities and appliances, whilst written and/or oral evaluations are conducted to assess the students’ performance. Most of the programmes require the submission of a dissertation or thesis in the form of a typical Master’s document, which reports original data derived from research activities in various fields, and/or preparation of a paper in a publishable format. Taking into consideration the limited number of places available for orthodontic postgraduate education and the disproportionally high number of qualified applicants, it is natural that postgraduate programmes accept as residents those with extremely good qualifications and outstanding academic records. As a result, postgraduate orthodontic classes consist of very competitive, strongly motivated, and sharp-minded students, who welcome the opportunity to study orthodontics, do research that is usually published in refereed scientific journals, and are greatly appreciative of their clinical training in this unique specialty. Critical thinking is an important part of their daily educational routine. Following graduation, the specialist orthodontists must continue their education and update their existing scientific knowledge through reading journals and attending refresher courses, as well as acquiring further clinical experience. Material is easily accessible, and may be provided at home or abroad. The orthodontic specialist may choose to attend courses, lectures or seminars from a variety of available types, in order to satisfy his or her theoretical, clinical and technical needs and priorities. Previously only scientific societies, professional groups and higher education institutions provided continuing orthodontic education. Nowadays the orthodontic industry, indirectly or directly, heavily involves itself in these activities. The goal is obvious, namely marketing of the products. Marketing is defined as ‘the theory and practice of (large-scale) selling’ or ‘the various activities by which goods are supplied, advertised, and sold’. ‘Theory’ and ‘advertisement’ are the two essential components of marketing, which are also an integral part of the continuing education activities provided by industry. Although marketing is useful for informing consumers of existing products and innovations, it is also highly biased and clearly involves conflicts of interests. In addition to the practical advantage, utility and application of a product, it must also look exclusive, modern and special in order to be attractive. In this way the customer will feel that he or she belongs to a special VIP group. It is no surprise, therefore, that in our specialty the most aggressive and effective marketing of orthodontic techniques, materials and appliances is promoted as ‘a total treatment philosophy and appliance system’ so that the clinician must completely integrate the whole ‘package’ of products into their clinical practice. At present, the continuing education activities concerning orthodontic clinical techniques and appliances directly organized or indirectly sponsored by the J o u rn a l o f O rt h o d o n ti c s jo r3 7 .3 _ E d it o ri a l. 3 d 1 3 /7 /1 0 2 2 :4 1 :3 6