Beware of opportunities in the dental market

“Two people walked in the desert, and in the starkness of that landscape they spotted a single green plant in a place where only dry shrubs grew. 'What do you see when you see a plant like this in the middle of the desert?' - asked the first. As the second did not know what to answer, the first exclaimed: ‘It's poison! Otherwise some animal would have eaten it already. ' (How Markets Work - Alvin Roth).

I started with this excerpt from a good book I'm reading to share with the dental professionals a thought that haunts me: beware of the showy green plants of the dentistry market!

It is very common to find that the human being tends to assume a herd behavior. This term is used to describe situations in which individuals in a group react in the same way, although there is no planned direction. This is the key question of this article, understanding the importance of detecting and evading the dreaded herd behavior.

We see this in the growing speculative bubbles in the economy, created by a large number of people who make decisions without sufficient information, imitating the decision of others who are supposedly better informed.

In a market the size of Brazil, the distinctive characteristics of each environment determine different reactions, so herd behavior may be its downfall. It is easy to understand that we have cities with one dentist for every 150 people and others with one dentist for every 5,000 people. Who can believe that the same medicine solves the problems of a professional in the first and second city? Believe me, there are problems to solve in both cases.

Information is available as it has never been, but too much information does not represent knowledge, an indispensable item for decision making.

Cláudio Gór Gonçalves: Creator of a specific consultancy model in services and communication marketing for health professionals, he has been working with Medicine and Dentistry since 1994. Founding Partner of Altera - Service Intelligence Center and responsible for Marketing strategic and communication.

Source: Implant News Prótese News. Available at: http://www.inpn.com.br/Materia/OdontologiaNegocios/132774. Access on: 12/02/2019.