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Future fortune favours the brave
Europe accounts for the largest share of the global dental implants and prosthetic market, according to the newly published report, ‘Trends in the Dental Implants and Prosthetics Market 2015-2025’.1
It also tells us that the increasing elderly population, the presence of well-structured distribution channels and a rise in disposable income are among the major factors driving the global demand of this market during the forecast period.1
So, what does this mean for the UK-based clinician already offering implant treatment, or looking to do so? The trick is to capitalise on what we know; namely that the aim is to provide ethical treatment while meeting the needs and wants of patients.
If we look at the latter first – meeting wants and needs – that, of course, requires effective communication between the dental team and patients, to ascertain their functional requirements and their aesthetic desires.
Once you have that information under your belt, the potential for an ethical dilemma effectively disappears because you do not need to ‘sell’ to your patients but instead can simply tell them how implants – if appropriate – can fulfil those demands.
Of course, you need to get patients through the door for a consultation appointment before any of the above can take place, which is where the concepts of marketing and PR come in. But if you look at the report’s findings, there are 3 simple areas to address:
To accomplish all of this consider, for example, creating simple, easy-to-read information, perhaps illustrated, explaining the benefits of implants; consider the patient asking, ‘What’s in it for me?’ and answer that.
Then look at the best way to distribute and circulate the message. You want to target older generations, so you may want to send a leaflet to your existing patient list based on date of birth. Or perhaps ask if you can leave a stack of leaflets at the entrance of a local garden centre, as well as popping one on a GP’s waiting room notice board. Also, consider whether you might be well served making an interesting short article out of the text you have created, in the hope your local paper will print it free of charge. In truth, there are lots of options so it’s worth mulling this over carefully and discussing it with your team to see what bright ideas they may have.
In mid-2014, the average age in the UK exceeded 40 for the first time. By 2040, almost one in seven of the populations is projected to be older than 75.2 Presenting the health professional, including dentists, with admittedly new challenges, the potential for business growth also abounds in relation to helping the older generations look and feel good life-long.
As the Latin proverb goes – fortune favours the brave – and there’s no better time than now to prepare for the future. Why not start by making plans for change that will enable you to make the most of what the coming decades have in store for you and your patients?
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