Orthotown December 2015 - (Page 40)
practice management // feature
PATH TO PURCHASE RESEARCH:
A Survey Analysis
Cost remains a top barrier to care and
may cause patients to delay or decline
treatment.* It may not be the total cost
of treatment that concerns patients, but
rather the challenge of fitting payments
into their lifestyle.
CareCredit recently completed the
Consumers' Path to Healthcare Purchases
Study on the dental patients' buying process. The study revealed that during their
decision-making process, many patients
conduct extensive and simultaneous
research into both the recommended
dental treatment and the cost of care,
including payment and financing options.
Key insights specific to the dental
profession include:
Consumers' path to purchase takes
anywhere from one to five months and
differs by treatment and procedure type.
On average, patients take 76 days to go
through several key areas of consideration.
The length and complexity of the process
is influenced by cost, time, need vs. want,
and insurance benefits. In dentistry, the
average number of days to decision is 69.8.
Sixty-seven percent of dental respondents
considered or researched cost and financing,
and 58 percent researched the treatment.
by Bete Johnson
The study revealed that during their
decision-making process, many patients
conduct extensive and simultaneous
research into both the recommended dental
treatment and the cost of care, including
payment and financing options.
More than half of dental respondents
(56 percent) chose a provider with whom
they already had a relationship and an
additional 34 percent selected their provider on the first practice visit.
Patients rely on their provider for information on both treatment and cost, as well
as payment options.
The majority (71 percent) of dental
respondents surveyed sought information
offline-in the provider's office, with 28
percent specifically asking about financing.
Of dental respondents, 52 percent were
not aware financing was available for their
needs, yet 47 percent of non-cardholder dental respondents would consider financing if
it enabled them to get care immediately.
As the cost of care increased, the
percentage of dental respondents/patients
who were very likely to use or apply for
a health-care credit card increased, with
49 percent of patients very likely to use
or apply for a health-care credit card for
treatment fees of $1,000. The average
reported spending for dental treatment
was $1,177.20.
Of the dental respondents included in
the study who were cardholders, 29 percent
would have gone to another provider who
accepted health-care credit cards and/or 39
percent would not have had the procedure,
had financing with a health-care credit
card not been available. ■
Source: Path To Purchase Research - Dental Category, conducted by
Rothstein Tauber, Inc. on behalf of CareCredit, 2014.
*ADA Health Policy Institute Analysis of Harris Poll Survey Data
collected April 2014
Questions for the author? Comment on this article at Orthotown.com/magazine.aspx.
Author Bio
Bete Johnson is the vice president, strategic partners and alliances for CareCredit. She has been a core part of the CareCredit team for more
than 14 years. Through her engagement with dental professionals, including consultants, associations, practices and dental suppliers, Johnson provides the opportunity to network and create new relationships that benefit the dental profession.
40
DECEMBER 2015 // orthotown.com
http://www.orthotown.com/Orthotown/Article.aspx?i=404&aid=5689
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Table of Contents for the Digital Edition of Orthotown December 2015
Orthotown.com Highlights
Embrace Progress: It’s Always Time for a System
Industry News
Finishing Tips, Tricks and Voodoo
Preserving Anterior Anchorage in Cases of Congenital Missing Laterals
Smooth Running: A Guide to Practice Transitions
Office Visit: Upstate New York Orthodontist Hits a Home Run with Winning Smiles
10 Things Every Orthodontist Needs to Know About HR Management
The Benefi ts of Early Treatment
Accelerated Orthodontic Tooth Movement with Clear-Aligner Therapy
Path to Purchase Research: A Survey Analysis
Poll
The Case for Soft-Tissue Orthodontics
Ad Index
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