IDA metropolitan branch 26 Feb 2010 Dr Anne O'Donoghue

1. Dental Tourism/Competition:threat or opportunity? Dr Anne O’Donoghue Metropolitan Branch, Irish Dental Association 26 February 2010

2. Dental tourism is worldwide

3. … has become part of the landscape

4. ..is facilitated by the Internet Self-Diagnosis False empowerment of patients Misuse of information No watchdog

5. 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?

6. Over-treatment Bargain + opportunity = buy things you don’t need

7. 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

8. For patients… Overwhelmingly positive reports Source: RevaHealth Consumer survey 2009

9. For patients… Cost is the main driver 78% of patients rated price as 8-10/10 in importance Source: RevaHealth Consumer survey 2008

10. Good quality is assumed Believe the guarantees No objective data For patients… “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

13. Feeling of empowerment Strike back against ‘rip-off’ Lack of access at home=no option For patients… “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 favourablywith their own … Irish dentists are running scared.”-Irish Health.com

14. 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

15. The media Reporters follow a script A good, populist story

16. The media Dentists here are not popular—’you would say that’ No analysis of problems Absence of hard data

17. 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

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

19. 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

20. 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

21. What should we do? Emphasise our strengths-EDUCATE Talk about health carevs customer care Cost conscious as possible Re-examine our attitude to marketing

22. What should we do? Be aware of the power of the media for communication – use this to our benefit Discussion forums e.g. Boards.ie

23. What should we do? Improve communication & representation Online visibility Yahoo answers Websites FAQs

24. What should we do? Improve availability, approachability & flexibility Opening hours Waiting room info Patient education

25. Be informed & up-to date Important for the whole team NB Staff training which can be in-house (free) What should we do?

28. Develop clear and consistent guidelines for patients Support robust quality control at home & abroad Independent research-what patients want/expect What should we do?

29. 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?

30. 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

31. Dental Council of European Union Meeting April 10th 2010 Dublin Topic under discussion: protection for patients