Pediatric Orthodontics : By Chris Farrell, BDS ecently, the attention of popular dental publica-tions has shifted its focus towards reporting on the oversupply of dentists as well as the corporatization of the industry and its diminishing returns. With this in mind, it is reasonable to say that 21st century dentistry is undergoing a "perfect storm of change."¹ Despite the obvious signs of change few dental profes-sionals will accept the need to adapt to how the industry is evolving and recognized how the demands of today's patients have changed. Even the most up-to-date market-ing advice and elaborate practice layouts cannot disguise the fact that for decades dental practitioners have been delivering the same service in slightly different packages, helped along by insurance and government intervention (read mistakes). Furthermore, new dental technology as well as an educated public who now expect to retain their teeth for a lifetime has resulted in the modern patients who will no longer accept the inevitability of an edentulous old age. tioners to the United Kingdom’s National Health Service system somewhat alleviated the Australian oversupply situation. We are now posed with questions regarding how the current state of the dental industry will progress. All to often, we see 21st century dental practitioners who are competing to be the local "$99 all-you-can-eat" checkup, x-ray scale and clean coupon providers in their community. If this continues, how can the dental industry evolve and continue to satisfy patient demand? A brief scan of advertising material broadcast via the Internet reveals a highly competitive market driven by price like never before. 2 Marketing experts insist the way forward for the industry is to place more emphasis on the quality of the patient’s experience. However, regardless of whether the patient visits a small suburban shopping center practice or a dental spa with hot towels and sooth-ing music, the result will be the same and, therefore, most patients will select the more economical option. Further-more, most customers dread their visit to the dentist and would prefer to have their treatment over and done with rather than relax in the peaceful surrounds of a boutique dental spa. Still, there is an exception to the reality that if the outcomes are the same, most often patients will select their treatment based on economical factors rather than the quality of their experience. When it comes to their child's medical/dental needs, price is of little relevance for Is This The Future? R O versupply of Dentists? The oversupply of dentists is a phenomenon that has occurred in both Australia and the United States. Follow-ing my graduation in 1971, I was one amongst a class of talented doctors who had been trained to “drill, fill and bill” and then released on to a crowded world of dental professionals. Fortunately in Australia, an exodus of practi-36 Spring 2015 JAOS
Journal of the American Orthodontic Society Spring 2015: Page 36
