Rare: Dental Stats report Q&A. In Discussion with Derek Uittenbroek from Ignite Growth

In April 2024 we released our market report on the private dental market. Earlier in June we sat down with Derek Uittenbroek founder and CEO of the Healthcare Marketing agency Ignite Growth and treatment financing platform SmileSave, to ask what the finding of our report means for the industry. Ignite Growth is a healthcare marketing agency that specialises in helping dental, medical and aesthetic clinics attract high-value patients.

In the conversation we explored what the findings mean for patient choice, market M&A, in clinic treatment repertoire and the future of the dental market. You can read the interview below.

Ben Pask: In our recent dental report we found that 80% of all providers now offer private treatment. What are the implications of this for both consumers and dental providers?

Derek Uittenbroek: Great question. There have been several drivers behind this shift. One key factor is the lack of access to NHS dental care. The NHS contract is massively underfunded and outdated, making it difficult for practices to service NHS patients profitably. This often results in dental practices providing NHS care at a loss. To survive, many practices are increasingly offering private care or handing back their NHS contracts altogether. Recruitment of dentists for NHS care is also challenging due to these commercial constraints.

For consumers, this shift means more choice and potentially better access to dental care if they are willing to pay for it. However, this represents a significant mindset shift in the UK, where NHS healthcare is highly valued and expected to be accessible without direct payment. For providers, the shift to private dentistry allows for more rewarding work, better patient care, and the opportunity to make a significant impact on patients' lives.

Ben Pask: From your experience with providers, what informs patients' decisions when choosing between clinics?

Derek Uittenbroek: It depends on the type of care they are seeking. For general dental care, many patients initially try to find NHS care. However, with NHS practices often full or not taking on new patients, they are forced to seek private care or go without dental care altogether. In the case of cosmetic treatments like teeth whitening, which are always private, patients expect to pay and the decision-making process is different. For these elective treatments, patients do more research and understand they are paying for premium services.

Ben Pask: How do smaller dental clinics compete with larger, consolidated providers?

A: Smaller clinics should leverage their local presence and community connections. Each clinic has a unique story and is part of the community, which can be a significant advantage over larger, less personal corporate providers. Building a strong local brand, engaging in community activities, and having a robust digital presence are crucial. Smaller practices can move faster and offer personalised services that larger corporations cannot match. They should focus on becoming the top choice in their area and differentiate themselves through superior patient experience and unique local branding.

Ben Pask: With 50% of private dental practices now offering Botox, what does this indicate about the future of the dental market?

Derek Uittenbroek: Offering Botox and other aesthetic treatments is a logical expansion for dental practices. Dentists have a thorough understanding of facial anatomy and are already skilled in injecting anesthetics, making them well-suited for facial aesthetics. The trend towards offering comprehensive aesthetic services, including injectables and skincare treatments, reflects a broader shift towards holistic patient care. This expansion into aesthetic services also helps mitigate the financial pressures on traditional dental treatments.

The market is evolving, and we are likely to see more dental practices offering a range of aesthetic services. However, there is still a gap in consumer perception, with some viewing aesthetic treatments in dental clinics as unusual. Over time, this perception is expected to change as the lines between dental and aesthetic clinics continue to blur.

Ben Pask: Are there any other healthcare services dental practices are starting to offer?

Derek Uittenbroek: Yes, some dental practices are branching out into services like travel vaccines, weight management, and even ophthalmology. This diversification makes sense as it leverages the clinical environment and regulatory compliance already in place. Additionally, these services offer higher margins and lower clinical risks compared to traditional dental treatments. Overall, the dental market is becoming more holistic, focusing on comprehensive patient care beyond just oral health.

This interview highlights the significant changes and challenges in the dental market, particularly the shift towards private provision and the expansion into aesthetic and other healthcare services. Both consumers and providers are navigating this evolving landscape, with increased choices and opportunities, albeit at a cost.

We’d like to thank Derek for taking part in the interview. If you want to find out more about the brilliant work the team at Ignite Growth do then head to their website here.