Looking Ahead - Chris Barrow

Now that 2015 is well under way, New Year celebrations seem like a distant memory and everyone is looking to their next holiday, I thought I’d take a minute to look ahead.

I’m going to suggest three main predictions for the coming years, which I think will affect dental practices the most. These changes will not only shape the profession as a whole but also will affect the way practices are operated and how their services are marketed to patients.

Firstly, we will see a significant increase in the number of individual practices sold to corporates and groups. Many practice owners are worn out from the economic struggle of the past few years, from growing competition and the ever-more time-consuming regulations. They have had to work 10 times harder than they would have done 20 years ago, and as a result, I have seen a huge increase in the number of practitioners over the age of 50 considering selling their practice to alleviate the responsibility and stress.

Secondly, I predict further downward pressure on remuneration in dentistry. Salaries will, at best, freeze, as will remuneration packages for dental associates, hygienists and therapists; although it is more likely that they will decrease. This goes hand-in-hand with a continuing transfer of responsibility to dental care professionals – I think associates will become more limited regarding what they can do, as more work is allocated to other members of the dental team.

This is obviously not good news, but you need to be realistic in order to prepare and protect your future career. As a dental associate, I believe your value will depend on the degree of specialisation you develop. The skills you offer in disciplines such as implantology, endodontics or high-end cosmetic dentistry, which cannot be emulated by other team members, will become fundamental for success in the dental profession. The key, therefore, is to be at the top of your game in whichever niche you chose, and it is important to recognise this in order to protect your future.

This could lead to a decrease in the number of general dental associates working in dentistry, and may even call into question whether the role of the dental associate has a future in the modern profession.

Finally, I predict a continued increase in the level of enquiries made to the regulators as a result of patient complaints. With the existing Fitness to Practise system within the GDC widely discredited, steps are already being taken to try to modernise the process for greater effectiveness and efficiency. I think the extent to which the governing bodies regulate the profession will inexorably continue to increase. That will necessitate greater diligence with regards to record keeping and marketing language and increase the importance of providing appropriate and affordable dentistry, as there will be a higher chance of legal problems should any issues arise.

Depending on your perspective, these predictions may not seem particularly positive. You can look at them in one of two ways – one, the profession is doomed; or two, we will create a better, leaner profession which will provide more ethical dental treatment and care to patients.

In an interesting paradox, I am one of many crusaders who support the concept of emotional marketing. It can be a very effective way of attracting new patients and encouraging people to enquire about and go ahead with treatment. With the above points in mind, however, the importance of managing patient expectations and not promising anything you can’t deliver, is very evident. As a healthcare professional, you are often presented with opportunities to improve people’s quality of life, but you also have a responsibility to protect their health and safety and to make sure they understand all the risks and possible outcomes involved.

Consequently, your marketing strategy needs to strike a careful balance between evoking the emotions that will lead people to act and undergo treatments, and giving them realistic expectations of what you can achieve.

Whether you are looking to boost patient numbers so as to improve profits or create a position where you are able to offer staff pay-rises, you need to attract business effectively, and in a way that doesn’t leave you vulnerable.

This is where support such as that offered through the Ultimate Marketing Academy with 7connections can help – we will not only demonstrate how to properly utilise emotional marketing, but also help you to ensure an ethical approach that protects both your business and your patients.

Whatever the next 12-24 months hold for the dental profession, we would expect to see several changes and new trends emerging. It is important that all dental professionals prepare for such changes, so as to protect their careers and secure a successful future in dentistry.

For more information about 7connections and the Ultimate Marketing Academy, please call 01647 478145, email This email address is being protected from spambots. You need JavaScript enabled to view it.. or visit www.7connections.com