The FINANCIAL — Probably about 90% of the population is currently in need of some form of dental treatment, Nino Beridze, owner of Nino Beridze’s Orthodontic Center, told The FINANCIAL. That could be the reason why Georgians don’t tend to smile that often.
“I think that our history and lifestyle, which has been full of endless problems, has also had an effect on this fact. Nonetheless, a problem with one’s teeth can cause considerable inconvenience for people in a relationship. It can create a sense of inferiority. Altogether it can impact on one’s private life as well as the advancement of one’s career,” Beridze believes.
“Smiling is a significant element of any relationship. Moreover, it is arguably the most important aspect that needs to be mastered for the rapid adoption of western culture. We have often thought how artificial and dishonest such smiling is. However, we should remember that in the West smiling is an act of courtesy. Western family and school systems focus and encourage the development of this important everyday display of communication. People are taught to smile from early childhood as a way to express gratitude for example. A healthy smile indicates the health and success of its owner. A smile is a symbol of a good attitude and friendship across all societies,” Beridze said.
Q. Why is there not a culture of good oral hygiene in Georgia?
A. Probably because the only problem that people perceive in having a disorder of the oral cavity is the visual side of it. However, you will not find good work in developed countries with bad or obvious dental problems. One can even be fired for this reason. Four out of ten employers consider dental problems a reason for declining a potential candidate for employment, according to a British magazine survey. 46% of managers believe that employees who are in high positions must have good teeth. 55% of managers said that good teeth are necessary for accountants, lawyers and doctors. And 65% believe that a beautiful smile and healthy teeth are necessary for employees at reception posts.
Straight teeth and a beautiful smile are very important for those attending a conference or meeting for the first time. There are countries that do everything so as to provide citizens with sufficient dental care as they consider it part of the prestige of their nation.
Q. What is Georgia’s potential regarding dental tourism?
A. The number of tourists visiting Georgia is increasing year on year. Prices for dental and medical services here are cheaper in comparison to the rates in developed countries. For this reason we have the potential to attract a large number of medical tourists. Running a good advertising campaign by the companies involved in medical tourism together with medical institutes would be the key factor in this.
Q. How should medical tourism be developed in Georgia?
A. Companies involved in medical tourism should become more active in the international arena. They should present and advertise the positive potential of the Georgian medical market. Information about Georgian clinics, their quality and prices should be uploaded to internet sources. Medical institutions should undergo specific trainings in preparation for hosting foreign patients. We host quite a large number of foreign patients already.
Q. What is your average number of patients per month?
A. We serve approximately 1,000 patients monthly. Over 60% are female and 40% are male. Out of the total number, 60% are teenagers.
Every dental clinic has seen a reduction in numbers of patients both during and since the elections. Stagnation has been witnessed in every business sector in the country.
Q. What are the problems which your patients come to see you with most often?
A. Orthodontics is the main profile of our clinic. However we do provide complete dental services. Approximately 50-60% of our patients come for occlusion, or dental anomalies treatment. The rest is made up by children’s dental care, therapy and other services.
Q. What are the advantages of your clinic over your competitors?
A. Offering a full orthodontic treatment is our main advantage. Having highly qualified dentists, modern technologies and adequate prices combine to give us the competitive edge that we have.
Q. What are the average costs of dental services at your clinic?
A. The price for a filling starts from GEL 50, teeth straightening with braces from GEL 450. Teeth cleaning – GEL 60. Metal/porcelain crowns from GEL 150 and implantation from GEL 500.
Q. How will the cost of dental services change in 2014?
A. It is hard to predict exactly, but the growth rate of medical materials on the market makes us foresee a price increase.
Q. Tell us of “the last word” in modern dentistry?
A. Modern dentistry is trying hard to save tooth tissue. There is a ‘minimally invasive’ approach in dentistry nowadays. Preventive medicine and disease prevention are of great significance in developed countries. The grooves and wrinkles of permanent teeth are sealed which protects children’s weak enamel from future damage. Educational programmes including on subjects of hygiene and healthy eating are implemented for children. Doctors are working on growing tooth tissue artificially from embryonic cells. Laser usage in dentistry is improving. Due to recent achievements it is now possible to process not only hard but also soft tooth tissue with lasers.
Q. How would you estimate the Government’s decision to tighten regulations for dental clinics?
A. Adhering to the standards recommended by the World Health Organization is essential for all medical institutions, including dental practices. Dental clinics should provide high quality materials, levels of sterilization, disinfection etc. But the problem lies in why certain clinics are providing low quality services in the first place. There might be no requirement for more, or else many people simply do not have the opportunity to go to expensive clinics and therefore get corresponding medical care.
As long as there are people who do not have such financial means there will be clinics that will cater to their needs. These people are in more desperate need and therefore care less care about aspects of sterility or level of quality. The market regulates this. You cannot find a doctor who doesn’t want to work in a good clinic with good materials. It would be better if the Government were to establish high standard medical clinics for poorer citizens, if it were to provide and control them. Increasing salaries and pensions is another option. After that, the market would regulate the situation and everyone would be trying to offer higher quality to their customers.
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