The changing face of dentistry?/ethical marketing series

I read your editorial in the July/August issue of Dental Update, regarding the prevalence of marketing/business input into a modern practice, with interest.

I agree with everything you say; there is a real push on to carry out ‘profit orientated’ treatments such as invisible orthodontics, cosmetic and facial rejuvenation. I believe that in these difficult times there are commercial forces encouraging GDPs to increase their turnover, in order to survive as a business, while ignoring any adverse impact on patients. Some of these clinical treatments and strategies are being recommended by non-clinical ‘business gurus’. They are gaining credence because, as current financial turmoil increases, there are added pressures to deliver more as a Small/Medium Enterprise (SME). Where I feel the problem arises, is that there is little or no undergraduate education addressing the skills required to manage and lead a small business successfully in a dynamic culture. The result – everyone is trying to fill the bath with more water (income streams) without plugging the gaping holes (poor teamwork and leadership, wastage, staff turnover and burnout) and undertaking sound business measures applicable to any routine SME. The classical problem with a healthcare SME is the conflict between profit needs and professional ethics.