What are your patients buying? – Thomas HowardFeatured Products Promotional Features
Posted by: The Probe 7th September 2018
In a recent study conducted by the Oral Health Foundation, it was revealed that British adults are spending an average of £16.34 a month on oral healthcare products such as toothpaste, mouthwash, interdental brushes and sugar-free chewing gum. That’s a total spend of almost £200 a year.[i]
If nothing else, this is a positive indication that patients are beginning to take more of an active role in their oral health, and that general awareness of the importance of an effective oral care regimen is on the rise. This will be welcoming news for the profession; especially given that in recent years dentistry headlines have been racked with more troubling statistics than you can shake a stick at. Perhaps the tides are beginning to turn? Let’s hope so, because dentistry could sure use some good news!
Let us also hope that this awareness trickles through to sugar consumption, as although the ‘sugar tax’ is now in full effect, there is little evidence at the time of writing to suggest that there have been any improvements in levels of sugar consumption. Still, there can be no doubt that a lot has been done to increase patients’ knowledge of the dangers of sugar in regards to oral health, and with continuing efforts from the profession perhaps we will begin to see change in time to come.
What is also important about these statistics is that they provide valuable insight into consumer behaviours and trends, which might help the profession to better understand patients. In doing so, this may enable professionals to deliver more tailored care and advice that not only hits home, but also makes a lasting impression. Indeed, it has long been established that engagement with patients with their dental care can impact long-term positive clinical outcomes. Why not, then, use the findings from the Oral Health Foundation’s survey as a tool to engage with patients?
For instance, the results show that the average monthly spend of £18.87 by men was around a third higher than women, who forked out just £13.81 in comparison.iThis suggests that you might have your work cut out for you persuading your female patients to purchase the necessary products needed to maintain or improve their oral health. Likewise, greater levels of spending from men could indicate that your male patients might be easier to educate on the importance of oral health products. There is no guarantee, of course, that this will be the case in every instance, but these numbers are certainly worth paying attention to.
As are those that show purchasing power peaks between the ages of 25 and 34. After that, investment in oral healthcare products is thought to steadily decrease as a person gets older.i This is especially important as it denotes both who the prime target audience is, and which patients need more encouragement with their oral care regimen.
Of course, it is also important to understand the reasons why patients purchase the products that they do. In one study that explored the leading factors consumers in the UK consider when purchasing oral care products,[ii]price was found to be the main driving force. This was followed by the adjuncts’ reputation for freshening breath, and strengthening and protecting the gingiva and teeth. Whitening properties were considered to be essential too by 34% of respondents, more so than traditional flavours, which only 19% looked for.
If the products that you offer within your practice don’t satisfy these requirements and haven’t done so well in the past, then it might be time to consider alternatives that patients would be interested in buying. Adjuncts that have a reputation for being safe, gentle yet hugely effective are always a good option, as are those that are innovative, fun and interesting. Curaprox products tick both of those boxes, with a range of oral healthcare solutions available to suit the clinical and personal needs of all patients. These include the Be You range of whitening toothpastes available in six new, exciting flavours and the Black Is White hydrosonic toothbrush that is capable of up to 42,000 strokes per minute.
We know that patients are willing to pay for oral healthcare products that will help improve and maintain their oral health. To help ensure that effective adjuncts are being used, be sure to stock and recommend proven products that are up to the task and capable of capturing your patients’ attention. If provided alongside suitable advice on technique and frequency, it might be possible to make a positive difference to patients’ oral health.
For more information please call 01480 862084, email firstname.lastname@example.org visit www.curaprox.co.uk
[i]Oral Health Foundation. The cost of looking after your oral health: Average Brit spends £196 every year. Published 1 June 2018, accessed online 14 June 2018 at https://www.dentalhealth.org/news/the-cost-of-looking-after-your-oral-health-average-brit-spends-196-every-year
[ii]Statista: Leading factors consumers consider when purchasing oral care products in the United Kingdom (UK) in 2013. Accessed online 14 June 2018 at https://www.statista.com/statistics/304989/important-features-oral-care-product-purchase-united-kingdom-uk/
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