Not just tourism, it's time for 'Dental Tourism' in India as smile makeovers go global
Dr. Gaurav Saxena, Consultant, CMR Healthcare & Lifesciences Practice
 May 15, 2012: India is known for the hospitality and warmth showered on foreign visitors visiting the country since ancient times - for instance, the three Chinese monks / explorers Fa-Hien, Huen-Tsang and I-Tsing. Modern India has not changed in that sense, with the country's global tourist welcome mantra being the much appreciated "Atithi Devo Bhavah" (The Guest is God). The 'Incredible India' campaign accelerated this flow and contributed to the rise in the country's GDP by 6.8 % in FY 2011-12
Not only did the Indian economy grow, the country welcomed 6,290,319 tourists in 2011, a growth of 8.9% over 2010 (Source: Ministry of Tourism, Govt. of India) with foreign exchange earnings of US$ 16,564 million, a rise of 16.7% from 2010. One of the major contributors to this boost was Medical Tourism, but under this big umbrella a substantial chunk was realized from 'Dental Tourism'. This branch of medical tourism is growing at a steady pace, against competition from countries like Thailand in Asia and Mexico and Costa Rica in North / Central America (preferred by US patients due to the vicinity factor). With a rich cultural heritage as well as beauty like of the Himalayas, the states of Himachal Pradesh and Uttarakhand in India are well positioned to capture a good share of the medical / dental tourism pie.
Preferred Locations
Currently, the preferred places of treatment in India frequented by medical / dental tourism visitors are Kerala, contributing more than 10,000 patients per year; Goa, due its beaches and a legacy of popularity among foreign tourists; Jaipur, which is slowly picking up pace at around 2,200 patients a year with the added attraction offered by its forts, palaces and sands, and Hyderabad, Delhi and Mumbai with their good connectivity and state-of-the-art clinics and hospitals also in the league.
The positives
The reasons for India becoming a 'Dental Tourism' hub are not too complex to understand. According to industry sources more than 50 per cent of the population of the US lack dental insurance; even those who are insured are paid less than the actual cost ranging between US$ 1,000 to 1,700 per tooth per year, whereas the treatment cost is much higher, ranging from US$ 3,000 to 15,000 per tooth per year. These costs are expensive by any measure, whereas India can provide treatment that is cheaper by 70 to 80 percent, with state-of-the-art facilities and a qualified dental work force.
Figure 1. The Dental Tourism Value Chain
Source: CyberMedia Research, 2012
Thus, simply put, economic benefits alone make India a preferred destination to avail cheaper yet quality treatment even after adding airfare, accommodation, touring and treatment costs. Of all 'dental tourists' visiting India, around 28% are Europeans while 25% are North Americans.
Less waiting time in India for reaching a dentist, ease of communication as English is widely spoken by doctors, a stable government and favorable political environment, and a conducive visa regime all contribute to this growth. The main sources of information used by patients are the Internet, reviews on blogs, telephonic calls and word of mouth references before choosing their place of treatment. Lack of structured marketing activity is one area that needs to be addressed, and in my view the government and the medical fraternity should take the lead in popularizing this nascent industry and facilitating special packages and travel tie-ups. Conducting direct marketing campaigns aimed at patients based in western countries, to help reduce apprehension and remove misgivings, are needed to help India make its mark in dental tourism.
Treatment and Planning
The main treatments which make the backbone of this unique tourism industry can be classified under two heads:
a. Cosmetic Treatments like tooth whitening (bleaching), dental bonding, dental veneers, tooth reshaping, contouring and so on.
b. Surgical Treatments such as Impact treatment, Oral & Maxillofacial Surgeries, Dental Bridges & Crowns, Implants, Orthodontic procedures and root canal mainly.
Many dentists and tour companies help the patient to design his / her package, including fixing the number and timing of sittings for treatment in such a way that the goals of treatment are met, while at the same time the patient enjoys a relaxing vacation. This type of customized experience leads to increased patient satisfaction, ultimately translating into positive word of mouth and referrals.
Changing Scenario
With a clear view to make this pie bigger and converting a larger piece of the same, many hospitals have set up specialist dental clinics and facilities to cater exclusively to international patients, including separate marketing departments, interpreters, visa procurement and accommodation facilitators.
Going forward, it would help if the Govt. of India, Dental Council of India, private corporations and industry associations, state govt. agencies and utilities all team up to create a unified program aimed at increasing the inflow of dental tourists into the country. With the right inputs, policy framework and 'business friendly' rules, dental tourism can become another 'star' in India's economic growth and wellness story.
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