Talking Points Europe

Talking Points Europe, originally uploaded by coachbarrow999.

On the stage in Antwerp Zoo with an audience of 200 Belgian dentists – whose
business practices are about as up to date as the large mammal whose
skeleton floats ominously above us.

Here in Belgium, the dental practice owner is typically a multi-tasking sole
trader.

And by multi-tasking, I mean EVERYTHING from answering the phone to their
own paperwork.

The favoured business model is “lone-ranger” with no receptionist or support
staff whatsoever.

It’s no wonder they attend the conference in numbers and stay behind late
for the sumptuous buffer and drinks laid on by my hosts GSK.

There are, in fact, some audience members who have travelled in from Holland
- and they are the delegates who corner me over drinks and ask questions.

My presentation on marketing creates a stir, with many of the audience heard
to say afterwards that “it will never happen here” – there are gasps of
incredulity as I explain what’s happening the UK market – especially when I
mention the arrival of Virgin in the market.

The Dutch dentists are far more entrepreneurial in their outlook – but
restricted by the fact that prices are controlled by legislation – with
maximum prices for all work.

Imagine that if the GDC were to introduce such a measure – can I hear you
thinking “it could never happen here?”

Dangerous.

A Dutch dentist (Pete) explained that he and his hygienist wife have an
excellent practice, with 3 expense-sharing associates (yes – expense-sharing
associates) – but that price controls meant that he was unable to improve
profitability – and also had a queue of new patients waiting to join his
practice and no time to invest.

It certainly puts the flexibility of the British market into perspective.

Off to Amsterdam this morning – speakers dinner tonight and then 500 in the
audience tomorrow morning.

I expect cheers when I announce the four sweetest words in the English
language.

Edwin Van Der Sar!