Consumer Case

Consumer

 A longitudinal study was carried out to examine the current usage of dental service in New Zealand. The research revealed that among the 833 participants (aged 15-32) 56 percent were decliners (people who paid problem-oriented rather than regular check-up visits after 15), 13 percent were opportunists (those who take up their last opportunity for a free check up in the past 12 months before they reach 18) and 31 percent were routine attenders. Although the “opportunist” behaviour could be explained as a result of the existing oral health policy in New Zealand (granting access to oral health services from birth to 18 years of age), it seems the majority of New Zealanders do not visit the dentist on a regular basis for checkups. Furthermore, the study showed that factors such as being male, increased dental anxiety and low childhood socioeconomic status (SES) were linked to lower instances of visits to dentists

(Crocombe, Broadbent, Thomson, Bernnan, Slade & Poulton, 2011).

Trends

 In today’s age and beauty obsessed society, portraying an image of perfection and youth has become paramount in establishing self-esteem and confidence. The increase in cosmetic surgery and in particular, cosmetic dentistry has become widely accepted and to an extent even expected (Euromonitor, 2006).

 Cosmetic dentistry has been found to bridge the self-discrepancy gap and help individuals enhance their personal appearance, self-confidence and sense of well-being (Euromonitor, 2006). Research has indicated utilisation of services such as whitening, crowns and veneers has been widely adopted by the Baby-boomers and Generation X in a bid to reduce the appearance of aging. This is a trend which looks set to continue (JADA, 1999).

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 Growing popularity of the “natural smile” has seen individuals endeavour to improve the look of their

own teeth through a variety of the treatments

outlined above. Dental practitioners have achieved

this by creating the best personalised smile for each

person, therefore avoiding the undesired and

perceived ‘fake’ Hollywood smile (Euromonitor,  2006).

Competition