How to inculcate healthy competition in dentistry?

- Dr Nupur Shrirao, Editorial for March 2022 issue (Volume 5, Issue 3)

Does competition affect the clinical decision-making of dentists? A geospatial analytical study done in Canada 1 found out that yes, it does!It was reported that dentists who perceived large competitive pressure from other dentists were relatively more aggressive in their treatment choices. This pressure was obviously seen in areas with high dentist density (i.e. more clinics within one km radius of the respondents’ clinic). This was expected.

But interestingly,dentists located in very low dentist density areas were also relatively more aggressive in their treatment choices.

What does this mean?

This means that, contrary to what we think, the high number of dentists around you, is not the reason for your treatment or practice choices, but it is the perceived pressure of ‘unhealthy’ competition, however small it is, which is the ultimate reason.

Competition exists in all fields, and dentistry is no exception. It is here to stay. To be honest, some level of competition is necessary to prevent stagnation and overconfidence. How to ensure that this competition is healthy, something which grooms the dentist to do better in his/her field and ultimately contribute to the betterment of the whole professsion as a whole?

Here are 3 ways (and 3 solutions) in which dental institutes, organisations and even dentists themselves can inculcate healthy competition in dentistry:

1. Introducing ‘MRP’ in dentistry - with a twist

We all buy products and instantly check the MRP before buying - the maximum retail price. As customers, the maximum retail price protects us from being looted. It is time we start MRP in dentistry too - but with a twist - the minimum retail price. As service providers, minimum retail price will protect us from the stooping down to unhealthy practices to stay in the market. Yes, treatment rate standardisation is the first step towards healthy competition. Some state branches of national dental bodies have attempted to prepare rate charts, but they have not been implemented properly. Dentists simply don't follow it.

How to implement MRP correctly? There are 3 possible solutions to this:

• Make it as local and geographically limited as possible

Urban rates will differ from rural rates, and rates within the cities will also differ according to the areas. Hence, making one state-wide list or one city-wide list will not work.

• Make it according to the level of specialisation.

It may seem controversial at first glance, but expecting the minimum rates of a BDS, MDS, Fellow and a foreign returned DDS to be the same is expecting too much. Additionally, fresher dentists with less than 2 years of experience after graduation, can form a separate column on paper with lower MRPs.

• Involve as many local dentists as possible.

Biggies sitting behind a table may not be well aware of the ground level situation. If your local body is inactive, get your neighbouring dentists together and make a list according to the majority.

2. Learning about ethical practices and legal marketing

Strict action against malpractices and unethical advertising are taken care of very well by local bodies. You can read here how DCI recently took strict action against at home dental services being offered, bypassing professional expertise of dentists.

But how can we prevent unethical practices and illegal marketing from happening in the first place? There are 3 possible solutions to this:

• Role of dental institutes and organizations.

Dental institutes must mandatorily introduce courses on ethical practices and legal marketing as a part of the curriculum. For passed out dentists, CDE courses on the same must be conducted. We live in a highly competitive world and this education is the need of the hour today.

• Delegating responsibility to an expert.

Unknowingly, we may sometimes make mistakes during our clinic promotional activity. Delegating your marketing and advertising to a professional dental marketing expert helps solve this problem, because they are well aware of the legalities and won't make such errors. They understand the meaning of healthy competition and cater to it most effectively.

• Self awareness and self study.

As a responsible dentist who must not act out of ignorance, regularly read up about what is legal and what is not in dental marketing, advertising and practices. We published an e-book called Dental Marketing the 101 guide, which was downloaded by 9k+ dentists and you can read it too, to be updated and upgraded. You can download your free e-book here.

At the same time, if you come across any company or corporate chain indulging in unethical practices, write letters and drop in emails to your national bodies. It costs nothing and it’s always worth a try.