A changing dental landscape: what is the future of funding?

From patient understanding of private dental care to the mouth-body connection, some of dentistry’s biggest players got together to deliberate the profession’s key trends and challenges.  

Coming together as part of its inaugural Dental Health Is… Live conference, Bupa Dental Care welcomed an exciting panel of dentistry’s leaders to explore the topics and challenges that shape the profession’s future.

Taking place on 17 January, each expert offered a unique insight into the evolving landscape of patient care.

Chaired by Dentistry.co.uk editor Gaby Bissett, the thought leaders included:

• Mark Allan, general manager for Bupa Dental Care
• Dr Neil Sikka, director of dentistry at Bupa Dental Care
• Louise Harvey, commercial director for Bupa Dental Care
• Dirk Rolf Gieselmann, founder and CEO at Dentognostics
• Colin Campbell, dentist and specialist in oral surgery for Straumann
• Liz Heath, consultant and healthcare market expert for Laing Buisson
• Miguel Stanley, founder and CEO of White Clinic.

Mark Allan opened the discussion by saying: ‘At Bupa Dental Care, we have been busy over the past couple of years building momentum and positioning the business for future growth in both the UK and the Republic of Ireland. ‘Our conference marks a pivotal moment in the next stage of our journey. We recognise that while there are many exciting opportunities ahead, we also face challenges that are affecting the entire sector. As we look towards the next five years, we are eager to realise those opportunities.’ 

In part one of two, we look at what was discussed around dentistry’s funding and finances – and potential long-term solutions.

Funding and potential solutions

From patient understanding of private dental care to dental insurance and self-pay treatments, the panel sat down for a future-focused conversation around the changing face of patient care, looking at the current market and future perspectives, and exploring what needs to change and adapt.

Liz Heath kicked off the conversation, explaining how she sees dentistry as much about the people as the treatments: ‘The factors driving a change in the dental landscape are very much associated with the NHS landscape.

‘This is either pushing or encouraging people to think about different choices. These will inevitably be through insured dentistry or self-pay, or going completely private.

‘Relationships in dentistry are very different to those in private general healthcare, because you have a long-term relationship with that individual. I think it’s about people and building relationships as much as it is about delivering treatments.’

Patient perceptions were identified as crucial to changing patient attitudes towards treatment costs.

‘Patient perceptions have changed a lot,’ said Neil Sikka. ‘If we think about the way that people always used to think about going to the dentist – it was along the lines of knowing the pain that’s going to ensue as a result.

‘I think we’ve become better in terms of our chairside manner, and new materials and technology have enabled us to deliver a much better experience for patients. As a result, I think people are willing to pay for this – they are starting to understand what they’re getting for their money.’

What is dentistry?

From employer funding to self-pay, Louise Harvey considered the methods of funding available. ‘I’ve come from the employer funding market, which has played a really big role in changing a lot of where private dentistry is going.

‘We see that very clearly in what we see at Bupa and how dental is perceived as a benefit for employees. It’s right at the top of what people want to see as part of their package, as an employee. I believe that’s played a really fundamental role.’

Miguel Stanley suggested that to offer these workable employee benefits, the profession needs an understanding of what dentistry is.

‘You firstly have to ask, what is dentistry? What problem is it solving? What is a dentist? The number of things a dentist can do is overwhelming.

‘I think we need to understand what problems are that dentistry is solving. We need to educate patients to understand there’s different tiers to their problems – basic dentistry, middle level dentistry and comprehensive, complex dentistry. I think we as a profession also need to understand our work better – what is dentistry as a whole?’

Of those UK patients who said they had received private care or a mix of private and NHS care in 2024, just over two-fifths (42%) reported that they had only started having private dental treatment in the past three years.

Most who had made this move to private treatment had not done so because of a preference for private dental care but rather as a result of difficulties accessing NHS care.

Signs of potential

Colin Campbell suggested that the amount of patients actively opting for private dental care is changing and that, for many, it has to offer more than just access. He said: ‘The amount of patients willing to pay for private treatment is changing.

‘Those who are reluctant to pay are those who want more value when they are paying for treatment. It’s not enough to go through the same door to the same dentist at the same time – they’re buying more than access.’

For Mark Allan, he identified a growing trend among employers surrounding the importance of dental care and staff wellbeing: ‘One of the reasons dental insurance has increased in popularity in the UK is that employers understand the opportunity. For example, an employer can offer coverage to 1,000 employees, knowing that some will have excellent oral health, while others may not, and some may not require any dental work at all.

‘Employers often start this journey by recognising a hiring disadvantage: “No one can find a dentist, and I’ve just lost talent to another organisation that offers a health benefits package with dental cover, so I’d better provide it.” That’s where the conversation often begins.

‘If you’re a savvy HR director, you may notice and address employee absences. Understanding the importance of overall health and dental care and ensuring your employees prioritise prevention before cure becomes vital. This represents a different approach, and we are already seeing signs of its potential.’

Self-pay sector

Liz Heath suggested that the desire for timely care has characterised dental care over the last few years – and is continuing to do so.

‘In private healthcare generally, the self-pay journey has been a part of the landscape for as long as I’ve been around, and it has fluctuated over time,’ she said.

‘Currently, it accounts for about 25% to 28% of the funding source for typical private hospitals or private healthcare organisations. Private medical insurance (PMI) remains the strongest source.

‘Over the last 10 years – and partly due to the pandemic, though not entirely – there has been a significant growth in demand for self-pay. This trend is linked to two key demographic groups: The older generation, who may not be able to afford treatment or no longer have PMI due to leaving an organisation that provided it, but who are accustomed to private healthcare. But also the younger generation, who prioritise immediacy – “I want something done and I want it done now.” They want quick solutions.

‘If they visit a practice website, they want to see upfront pricing and payment options, such as £150 on 0% interest over 10 months. They want immediate responses, such as a call back or a live chat option, and to have the appointment at a time that’s convenient for them.

‘This willingness to pay and this shift in attitudes can be seen across all demographics. In fact, the biggest growth in self-pay within the private healthcare sector is among 30- to 45-year-olds. Many in this group are motivated by the desire for timely care and the offering of interest-free financing.’

For Liz, the NHS and free healthcare in the UK has played a part in the misunderstanding of private dental care, and the reluctance of some people to pay for it – but she sees this changing.

She added: ‘Our collective psyche as a nation when it comes to private healthcare is: “It’s okay because the NHS does that.” But actually we’ve been paying for optical care. We pay for our pets. There is a resistance in paying for some parts of healthcare in the UK but I do see that landscape changing.’

Watch out for part two in April on Dentistry.co.uk and in Dentistry magazine.

This article is sponsored by Bupa Dental Care.

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