This study casts light upon the future development of dental professional practice in Germany. Young dentists – members of Generation Y & Z - enter the market and look for work models which fit into their lifestyle. An analysis and evaluation of popular structures following current market trends explores four different business models for the operation of dental practices and work of dentists. As a central part of the research, the patient’s view on the topic is introduced. Emphasis is placed on insights into patients’ ideas and opinions about those models and to see whether a business model may influence the choice of a new dentist.
To explore the way to a decision, a patient may take, Kotler’s 5-Stage Model of the Consumer Buying Process is adapted to the needs of this study. The 5th stage has not been included because it deals with the situation after a decision has been taken. At the same time, the link between consumer and patient is discussed.
Guided by that model, a survey with patients of a German dental practice is conducted. A concurrent triangulation method design, consisting of a questionnaire and semi-structured interviews, is chosen for data collection. The questionnaire has contained questions on decision making following Kotler's model and additional questions on different providers of dental care. Over a period of eight working days, 61 questionnaires have been submitted, and four interviews have been conducted.
The statistical evaluation has revealed results that are mainly consistent with the existing literature. Even today, personal recommendations from friends and family are the most important sources of information. Accessibility and technical equipment have been identified to be crucial features of a dental practice. However, the most critical characteristics recognised have been ‘care by a consistent dentist’ and ‘personal contact with the administration’. Furthermore, it has been discovered that franchise models and dental chains are not considered in the choice of a practice.
Table of Contents
CHAPTER 1 – INTRODUCTION AND BACKGROUND
Introduction
Present Life of Dental Practices
Current Issues for Potential Practice Owners
Costs of Foundation
Working Hours
Selling a Practice to start Retirement
Generation Y & Z
Generation Y
Generation Z
Contrast to older Dentists
Critique on a Differentiation of Generations
Further Stakeholders
The Government
Professional Bodies
Investors
Aims and Objectives
Research Scope
CHAPTER 2 – LITERATURE REVIEW
Reasons to consider alternative Business Models
Financial Pressure
Lifestyle
Business models
Sole Practitioner’s Private Practice
Larger Practices or Chains led and owned by Dentists
Franchise Model offering individual Responsibility for an own “Branch” of that Chain
Larger Practices or Chains owned by non‐dentist Investors
Public Debate
Ethics
Concepts of Purchase Decision Making
Nicosia Model (1966)
Engel, Kollat, and Blackwell Model (1968)
Howard and Sheth Model (1969)
Applicability of these Models
Kotler’s 5‐Stage Model of the Consumer Buying Process
Stage 1: Problem or Need Recognition
Stage 2: Information Seeking
Stage 3: Evaluation of Alternatives
Stage 4: Purchase Decision
Stage 5: Post‐Purchase Evaluation
Applicability
Application to Dental Patients
Definitions
Research
Individuals’ Preferences
Different Meanings of ‘Patient’, ‘Customer’, and ‘Consumer’
Classification in existent Literature
CHAPTER 3 – RESEARCH DESIGN
Research Philosophy
Methodological Choice
Strategy
Data Collection and Data Analysis
Adaptation of Kotler’s 5‐Stage Model of the Consumer Buying Process
Structure of the Questionnaire
Semi‐structured Interviews
Implementation of Data Collection and Analysis
Potential Weaknesses of the Research Design
CHAPTER 4 – DATA ANALYSIS
Evaluation of the Quantitative Data collected through the Questionnaires
Participants of the Study
The decision‐making Process
Provider of Dental Care
The Ranking of Demands on Dental Practices
Evaluation of the Qualitative Data collected through Semi‐Structured Interviews
CHAPTER 5 – INTERPRETING THE RESEARCH MATERIAL
Summary of the Findings
The Survey
Kotler’s 5‐stage Model of the Consumer Buying Process
CHAPTER 6 – CONCLUSIONS
Research Objectives and Focus
The primary aim of this research is to investigate how the choice of a specific business model by a dental practice influences a patient's decision-making process. By adapting Kotler’s 5-Stage Model of the Consumer Buying Process to the dental sector, the study seeks to understand whether patients perceive differences in practice ownership and management, and if these perceptions impact their choice of a dentist.
- Comparison of four distinct dental business models: Sole practitioner, group-led/owned practices, franchise models, and investor-owned chains.
- Evaluation of patient decision-making pathways using a mixed-methods approach (quantitative survey and qualitative interviews).
- Identification of critical patient expectations, such as personal care by a consistent dentist and administrative contact.
- Assessment of the impact of professional policy, generational shifts (Gen Y & Z), and market commercialization on patient behavior.
Extract from the Book
Sole Practitioner’s Private Practice
Every research about business models in dentistry must start with the private practice owned by the dentist her/himself. It is the foundation, for a long time the only model, the starting point for the development of any different model.
So, in 1976 96.5% of the German dentists owned a single-partner practice (Klingenberger, 2016). In 2017, only 67.8% ran this type (KZBV, 2019).
Until today, the single private practice seems to be the preferred model. In 2017, 71% of the dental business founders still had chosen that way (Klingenberger, 2018).
The essential characteristic of the private practice is personal responsibility not only for all dental treatments but for all business decisions too (BZAEK, 2011). The professional practice is wholly tied to a practice location. This constellation offers pros and cons. On the one hand, it may be great to make own decisions and to create a working environment someone has dreamt of a long time, but on the other hand, this dream has to be self- financed.
Summary of Chapters
CHAPTER 1 – INTRODUCTION AND BACKGROUND: Discusses the shifting landscape of German dental practice, driven by generational change and financial pressures, and establishes the research goal of examining the patient's perspective.
CHAPTER 2 – LITERATURE REVIEW: Analyzes diverse dental business models and academic theories of consumer purchase decision-making, specifically adapting Kotler’s model for healthcare contexts.
CHAPTER 3 – RESEARCH DESIGN: Outlines the interpretive, mixed-methods research strategy, detailing the use of questionnaires and semi-structured interviews to capture patient preferences.
CHAPTER 4 – DATA ANALYSIS: Presents the statistical findings from surveys and qualitative insights from interviews regarding patient preferences for different dental care providers.
CHAPTER 5 – INTERPRETING THE RESEARCH MATERIAL: Synthesizes research findings, relating them to existing literature and confirming the prevailing patient preference for traditional sole practices.
CHAPTER 6 – CONCLUSIONS: Concludes that business models directly influence patient choice and advises practices to prioritize patient relationships and core competencies to remain competitive.
Keywords
Dental Practice, Business Models, Patient Choice, Kotler’s 5-Stage Model, Generation Y, Generation Z, Sole Practitioner, Dental Chains, Franchise Model, Healthcare Marketing, Consumer Behavior, Practice Management, Professional Ethics, Dental Care, Decision-Making Process
Frequently Asked Questions
What is the core focus of this dissertation?
The research examines whether the business model of a dental practice—ranging from individual sole practices to investor-led chains—influences how patients choose their dentist.
What are the primary dental business models compared in this study?
The study evaluates four models: the sole practitioner's practice, practices led and owned by groups of dentists, franchise-based models, and larger dental chains owned by non-dentist investors.
What is the main research question?
The central question is: "Will the decision for a specific business model influence the patient’s choice of a practice?"
What research methodology was employed?
The author utilized a mixed-methods approach called "concurrent triangulation," consisting of a quantitative survey (61 completed questionnaires) and qualitative semi-structured interviews with patients.
What does the main body of the work cover?
The main body covers a literature review on dental trends and consumer decision-making theories, a detailed research design, the collection and analysis of empirical data, and an interpretation of how these factors affect the dental market.
Which keywords define the core of this research?
Key terms include dental practice models, patient decision-making, Kotler’s consumer buying process, Generation Y/Z, and practice ownership.
How do Generation Y and Z influence the dental market?
The research suggests that these younger generations prioritize work-life balance and flexibility, leading them away from the traditional, high-pressure sole proprietorship model toward employed positions within larger, organized structures.
What is the most significant finding regarding patient preferences?
The research reveals a strong, consistent preference among patients for personal care by a "consistent dentist" and personal contact with administrative staff, which strongly favors the traditional sole practice model over commercialized chains.
- Quote paper
- Dr. Ulrich Schmitz (Author), 2020, Independent Private Dental Practice vs Dental Chains, Munich, GRIN Verlag, https://www.grin.com/document/540521
