Informed choice

02 October 2012
Volume 28 · Issue 9

Michael Watson discusses differing perceptions of dentistry.

A significant proportion of patients are 'warm' to the idea of elective dentistry. So says a recent survey commissioned by the British Dental Trade Association (BDTA). The problem is that as many as a fifth of those surveyed did not know what services their current dentist offers. However with 52 per cent of NHS patients and 45 per cent of private claiming not to have ever had any elective or cosmetic dental treatments, there is clearly a big opportunity for dentists to encourage the public to consider such treatments.

Patients also said that they relied on their dentist for information and trusted their advice. The majority said they would ask their dentist if they wanted to find out more about elective or cosmetic dentistry. Having a well recommended and trusted dentist was a major factor and very important to people when choosing or deciding to stay with a dentist. Trust in their dentist is far more important for patients than specialist skills or experience.

The report lists elective treatments that patients would consider having done. Over 40 per cent would have implants, veneers, orthodontics, bridgework, tooth whitening or dentures. Significantly however, half of these said they would use such procedures but needed more information. Although 'good oral health' and a 'good dental practice' are the top two things regular patients are looking for, good aesthetics and 'perfect teeth' are next on the list of motivating factors. For the one third of people who do not have a regular dentist, the cost of treatment is the major negative factor for nearly half of them.

However, the research shows that if you can gain their confidence and help them overcome their fear, they are as open as regular attenders to the concept of elective dentistry.

How do people find out about elective dentistry? It is difficult to open some national newspapers or magazines without finding a section devote to healthcare. The internet will often be an additional source of information. Others will seek personal recommendation from friends and family. However the research shows that for 57 per cent of private patients and 62 per cent of NHS, their dentist is their main source of information. Patients trust you to give them the information and have trust that it will be accurate, as well as informative. In the light of the fact that a fifth of them would consider having the treatment if they knew about it, you have little to lose in telling them.

However patients are not typically motivated by the concept of either 'perfect teeth' or 'a wide range of services' which you might associate with the promotion of non-elective dentistry. A key challenge for you therefore is to make your message relevant in the context of promoting such dentistry. The advice therefore that comes from this research is to spend a little more time promoting your services proactively and professionally. Your patients will be more informed to make choices that will be of mutual benefit. Patients want to speak to you, their dentist, rather than read leaflets or go on the internet. Answer their questions honestly and address their concerns.

So take time to explain treatment options available and their associated pros and cons in a friendly, relaxing environment. Make sure they know the costs involved and that this is not available under the NHS (if that is true). You need to make them aware of what could go wrong with the treatment and what they should do if this happens. Make sure you obtain their informed consent and that they sign to say this has been done.