View
1.799
Download
1
Embed Size (px)
DESCRIPTION
IDA metropolitan branch 26 Feb 2010Dr Anne O'Donoghue
Citation preview
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