Dean Hallows has over 27 years’ experience of business within the dental industry. Before joining DPAS he spent almost three decades progressing through the ranks at Dentsply, from business director, marketing director, all the way up to commercial director (Middle East and Africa). With his experience, both national and international, he has been exposed to many different styles of leadership, management, branding styles and marketing strategies. He is also, like all of us, a consumer, and it is there where we began the discussion of measuring value as Dean explained the importance of understanding your need.
“When making a purchase I always assess value by looking at what I need. If it is something I might need to use time and again then the quality will be an issue so that will affect my decision, in other areas, for example dining out I might place value on taste and so go somewhere a little more expensive, whilst for a commodity or consumable item where there is little to choose between what is on offer I might just go for the cheapest. It’s only when you know your need you can really judge value.
“Soon after joining DPAS I had to change my car. My driving needs were different, I was using the car more and on country roads rather than in the city. I had to look at vehicles that would satisfy these new needs. Then when looking for insurance I went on a price comparison website; there were some options that were very cheap, but I hadn’t heard of them before. I actually decided to pay a bit more to go with another provider because I valued the peace of mind of their reputation and trusted them.”
So the range of factors that shape a purchasing decision will depend on the relative need of that item. From this opening it was clear that Dean considers value a subjective term. The worth attached to something will differ from person to person, and even one person’s attitude to something may change over time. I was interested to hear what this meant for when he was on the other side of the fence, and bringing products or services to the market.
“When I was in engineering I would develop things with a view to them being safe, efficient, available at the right price, and able to meet the needs of the customer – all of that had to be taken into consideration. The same was true at Dentsply; we looked at what a dentist wanted and needed and sought to provide them with a product or material that would be right for them today, tomorrow and into the future.
“Dentists know what they are buying from a product point of view, and understand their needs. There may be a cheap bonding material available but clinicians will want to know if it will last for the life of that composite and the life of that tooth. Is there the same research and development behind it as another bond which costs more? A dentist’s professional reputation can be affected if the tools or materials they use aren’t fit for purpose and so often the price will be less of a consideration as, just like me with my car insurance, they value that confidence and peace of mind.”
One of the reasons I was so interested in Dean’s opinion on the subject of value was precisely because he has moved from Dentsply to DPAS. After working for a premium company for so long one might expect his emphasis of value to be slanted towards quality. Had his understanding of the concept changed now he was working for a company that wasn’t the most expensive provider?
“Obviously there are differences between Dentsply and DPAS, but in terms of quality I consider them to be the same. Dentsply looks to provide the profession with quality products which further dentistry, and DPAS does the same. It is providing a service which meets the needs of dentists and lets them get on with the running of the practice, allowing them to provide excellent clinical work without the worry of administration and dental plans.
I really don’t see DPAS as anything other than top end in terms of what it offers, it just has the added advantage that because it is a more nimble and effective organisation it can organise its pricing in a way which offers customers/patients great value.”
Obviously marketing value, something so subjective, is a difficult thing to do – the objective nature of an appealing price tag is a much easier message to convey and a brief look back over past advertising campaigns will see that clearly used to be the focus for DPAS. But Dean explained why he thought it was important to make the distinction between cost and value, and how simply focusing on price could have a negative effect on how a product or service is perceived.
“I think there is a marked difference between cheap and cost effective. If the only thing you are ever doing is comparing price then you are in danger of actually cheapening your own brand. On joining the company I sat down with the board and said I felt DPAS was the best kept secret in dentistry. For years it has pushed the fact it costs less than some other providers and that can send the wrong message to people, they think it is offering a ‘budget’ service.
“Actually what they were offering was the same as more expensive companies but marketing it in a way which suggested it was a ‘cheap’ organisation. So what I’ve done since joining, and this perhaps is down to my time at Dentsply, is turn it around and be more positive - show just how much we actually do. Yes we can administer a direct debit, but if you like we can actually look after everything to do with your plan, and not only that we can also look at growing the number of patients on your plan if you want us to, help you with your branding and marketing, deliver good customer service and give patients that service if and when they need it. Yes we are a good price, but look at what you get for that, look at everything we offer.”
Dean is keen to move DPAS’ marketing away from a ‘negative’ focus on price, and positivity was a constant theme throughout the conversation. It is common for a director of a company to put a positive light on the product or service it provides, especially when speaking to the press. But Dean’s attitude was clearly more than just spin, it was a fundamentally positive philosophy that even shaped his view of the entire payment plan market.
“There are a number of providers offering dental plans and that’s a good thing, there is a place for all of us and it gives dentists choice. I don’t feel the need to compete with others as such. When discussing dental plans I would always just ask the practice principal what they need, and maybe what they don’t need. If we can give them what they need, and I think in most cases we will be able to, then that is great. I’m very confident in what we have to offer. Very early on in my time here I visited a practice that was considering moving to us but wanted some reassurance. I spoke to them and was quite open about what is available and what providers offer, then we had a discussion about what would suit the practice best. In the end when he saw what we offered, and the experience we had, he decided to go with us.
“But I am always very honest and fair with customers, you have to be ethical. I am not interested in competitor
bashing, as I think it would just reflect badly on us. Instead I am very clear about where we stand in the market and what we can deliver. Some may want Denplan whilst others prefer Practice Plan – and if those providers suit the need best then that is fine. If it was the right thing for the customer, I wouldn't try and dissuade them. Some of the others I might be less confident in though, I would worry for the practice; the short term gain of a cheap headline price might be at the expense of support and operational capability and the principal might only realise they can't deliver what is needed when it is too late. Again it goes back to practice principals understanding their need.”
When someone is able to discuss, and even recommend, rival companies if it suits customers’ needs better, it says a great deal about the confidence they have in what they are offering, and in the customer’s ability to judge what they need. Throughout the conversation there was no high pressure sales pitch, but equally it was clear this wasn’t just a soft sell, there was just a sincere belief in how the dental market works from someone who has enough experience to know. There are always a variety of factors which will play a part in making a purchasing decision; cost will quite rightly be one consideration, but it is only one of many. Only when all have been reviewed will you really know which dental chair, bonding material or payment plan is best to suit your needs and so worth more to you.
So understanding the difference between cost and value is important when running a business, and Dean emphasised the point with his conclusion: “The most valuable thing to any practice might actually cost nothing; it could just be the principal knowing what they need.”