by Jennifer Bajdan
WHAT’S HAPPENING
- More western Europeans are taking holidays in Poland — adding the dentist’s office to their list of places to visit (TheNews.pl, 31 July 2012).
- According to a study by PMR Consulting, dental tourism has rapidly increased in Poland since 2011, and an additional 13% to 15% growth is expected by the end of 2013 — raising the industry’s value to about €2.5 billion.
- The increase began when word got around that dental costs in Poland are about 70% less than in western Europe.
- Although the financial crisis has caused many Europeans to neglect their dental duties, the more conscientious — or desperate — are making the journey to save some cash.
- Many Europeans who travel to Poland to see the dentist aren’t there for routine cleanings — there’s often pulled teeth, a root canal or other such fun involved.
WHAT THIS MEANS TO BUSINESS
- High prices make an unpleasant necessity such as visiting the dentist even more unappealing — but a good deal can be enough to coax consumers into the clinic.
- The concept of dental tourism reflects the length to which some consumers will go to be able to afford good health.
