Dental Tourism/Competition:threat or opportunity?

Dr Anne O’DonoghueMetropolitan Branch, Irish Dental Association

26 February 2010

Dental tourism is worldwide

… has become part of the landscape

..is facilitated by the Internet

Self-Diagnosis False empowerment of patients Misuse of information No watchdog

Dentists say…

Cheap and nasty—poor quality!! Providers not held to same standard as

here Patients not aware of quality Unfair competition (cost, advertising)

Patients pressurised Over-treatment

They get the money, I get landed with the problems

Any Data?

Over-treatment

Bargain + opportunity

= buy things you don’t need

Ireland and dental tourism

Northern Ireland is the No. 1 destination for Irish patients, followed by Eastern Europe

Treatment: non-critical, cosmetic/higher cost, e.g. implants instead of dentures

Source: RevaHealth 2010

For patients…

Overwhelmingly positive reports

Source: RevaHealth Consumer survey 2009

For patients…

Cost is the main driver

Source: RevaHealth Consumer survey 2008

78% of patients rated price as 8-10/10 in importance

Good quality is assumed Believe the guarantees No objective data

“I have heard good reports about Hungary and Turkey BUT Northern Ireland - Come Off It. This is not going abroad. It's going up the road where standards of work are the same if not better and cost is about a quarter of what you'd pay here. People go abroad because Irish dentists are simply exorbitant to the point where they are pricing themselves out of the market.” –Irish Health.com

For patients…

Attractive packaging and marketing

Perceived as time efficient

For patients…

For patients...

Attractive dealsare offered

Feeling of empowerment Strike back against ‘rip-off’ Lack of access at home=no option

“It is in the interest of Irish Dentists to be critical of work carried out by practitioners with whom they are in competition and whose prices compare so favourably with their own … Irish dentists are running scared.”-Irish Health.com

For patients…

For patients...

Perceive foreign clinics as being more proactive in marketing and patient contact prior to treatment

Can combine treatment with holidays = better mindset for treatment

The media

Reporters follow a script A good, populist story

The media

Dentists here are not popular—’you would say that’

No analysis of problems Absence of hard data

Providers say...

‘consumers’ vs ‘patients’ No evidence of difference in quality Offer patient choice High patient satisfaction Irish dentists don’t see the satisfied

patients

Providers say...

They are quick to respond-Irish base Seen poor dentistry from Ireland Worry about inflation, € and travel

costs

Is dental tourism a problem?

Patients have a right to choose

Cannot realistically compete on price or can we ?

Patients are changing faster than we are

Dentistry becoming a commodity—not health

We are losing in communication

Dental tourism – opportunities?

Very few patients want to travel for dental care

Patients not fully informed Are patients willing to accept less for

less? Dental Tourism is price sensitive

Source: RevaHealth

What should we do?

Emphasise our strengths-EDUCATE Talk about health care vs customer

care Cost conscious as possible Re-examine our attitude to marketing

What should we do?

Be aware of the power of the media for communication – use this to our benefit

Discussion forumse.g. Boards.ie

What should we do?

Improve communication & representation

Online visibilityYahoo answersWebsitesFAQs

What should we do?

Improve availability, approachability & flexibility

Opening hours Waiting room

info Patient

education

Be informed & up-to date Important for the whole team

NB Staff training which can be in-house (free)

What should we do?

Be aware of local competition &

patient insurance options

Family Care Emergency dental treatment for and immediately following an accident: up to €510 for restorative treatment The cost of one non-emergency dental treatment each year, up to a maximum of €25

What should we do?

Cultivate communication with the media – seminars, spokesperson etc

Communicate the reality of dental tourism Negative aspects i.e. over-treatment,

accountability Price comparisons i.e. the same in North as

South? IDA to establish definitive objective

comparison based on prices and quality of service

What should we do?

Develop clear and consistent

guidelines for patients

Support robust quality control at home

& abroad

Independent research-what patients

want/expect

What should we do?

Raise public awareness of the IDA Highlight the importance of a united front

of professionals Be responsible for incorporating the entire

dental team/network Standardise practitioner & patient info Change ingrained attitudes

What should we do?

Take home message

Patient communication Waiting room information Informed dental team Efficient communication Objective research

Professional visibility Online representation (website, forums etc)

United front under IDA

Topic under discussion: protection for patients

Dental Council of European Union Meeting April 10th 2010 Dublin

www.nidm.ie

Thank you for your time