Speaking of dental business, it seems to me that Bulgaria is among the very few countries, where there is a true dental services market. Ultimately, one can choose among many options. One can choose based on the price and quality of treatment. Or they may choose the medical establishment, where that treatment is to take place. We are so used to thinking that in the US and Europe, in France for example, medical services are much better overall, but this is not always the case. Since there is no dental services market in these countries, treatment is paid by the insurance companies. So it is the insurance companies that decide which services they would pay for, and which – not, and they also determine the cost of dentists’ services. And so, in the course of the treatment, the patient, dentist and insurance company work without accord – everyone has different interests and needs, and they do not align one bit with those of the others. Of course, those who suffer in this case, are always the patients, who often receive the treatment, which would be paid for by the insurer. And not the treatment they actually need. I would not speak a word about dentists’ professional conscience.
Working in a market and free competition environment, we – Bulgarian dentists – are capable of offering the whole range of this service. What do I mean? From the most basic and simple level to the cutting-edge technologies and first-class specialists. It is all on the market and the price differences are also that clearly manifested. In Bulgaria one can pay for a filling anywhere between BGN 60 and BGN 1000. You can go into a dental office with a single chair on a total of 14 sq.m. and with a shared bathroom on the floor, or you can enter a five-star clinic with offices, operating theatre, indoor parking on the premises, etc. And all these clinics and services exist through free market’s will.
Is Dental Medicine Business?
Of course it is! And it will become even more so. The times of independent, freely practicing dentists are almost gone. Of course, they will persist and will enjoy an audience of their own, but the current situation has already changed a lot. Large clinics with their enormous capacities and the options they can offer to their patients, will conquer ever growing shares of the income and profits. Furthermore, enormous financial power provide capability for investments in marketing, advertising, trainings, equipment, etc. And so the difference will become ever more tangible.
Ultimately, there will be two types of practices. The first one, which I refer to as commodity, will have unified prices, equipment and quality of work. These will be used by approximately 80 % of people and the choice between one or another, would only be based on the location, the current promotions, personnel’s welcoming attitude, etc. The second type would be clinics, which are ”haute couture”. They will form a segment, where price does not matter. The value for the patient/client will be the result of innumerable hours of work, skills and knowledge, individually packaged for each patient. The location of the clinic or the frequency of the visits will be of secondary importance.
Are people, using the services of the dentist clients or patients?
I do believe that communication and personal interaction should take place, using a language that is accessible for everybody. Claiming that “I am the great doctor and you should all listen to me” does not help, either in conversations, or in the treatment process. Let me put it this way: while on the dental chair, a person is a patient. In the lobby of the clinic, on the phone and when making a patient – such person is a client. With all the resulting rights!!!
Dr. Petar Duchev
