TOP STORY: Dentists put bite on Bay patients

By Dylan Thorne and Joel Ford
A huge variation in prices among Western Bay dentists has prompted a warning from the country's top consumer watchdog for patients to shop around.
Twenty-six practices were asked to participate in a Bay of Plenty Times survey comparing the costs of seven dental procedures.
Ten dentists took part but most of the others refused, saying their fees were based on individual circumstances.
Most practices gave a range of costs for each procedure, however, there were still significant differences between each practice's cost range.
A standard crown could cost anywhere up to $1500, while the lowest prices for the procedure ranged from $800 to $1100.
A half-hour visit with a dental hygienist could cost anywhere between $60 to $125 while the cost of an amalgam filling varied between $85 and $300.
A national survey by the New Zealand Dental Association has shown that dental fees in the Bay of Plenty are in line with national averages, as are the average hourly rates of between $300 and $400.
But Consumers Institute chief executive David Russell said variations in fees were more pronounced in dentistry than almost any other trade or profession.
The legal profession was the only other occupation that had similar variation in fees, he said.
When asked why, he said: "Because they can get away with it - I can't think of any other reason.
"People are prepared to pay; if they were not prepared to pay they would not have any patients."
He advised people to "ring around" for cheaper deals.
"But you have to be quite sure that you will get the same level of service," he said.
Dental patients were covered by the Consumer Gaurantees Act and if they were not happy with the work they could ask for it to be done again.
Dentist Doug Fuller, of Papamoa Dental Centre, said he was unsure why some dentists charged more than others for certain procedures but said it was most likely a case of market economics.
He also believed people should ring around for the best deal but said people's decision on what dentist they chose was not just about the fees they are paying.
"It's the way with any business - its all part of the free market. A person's ultimate decision on a health provider is usually to do with personal comfort rather than cost," he said.
Jennifer Corson, of Cable Corson Cosmetic and General Dentistry, thought fees ranged for a number of reasons - including differing overhead costs for individual dentists, expertise level, and materials used. She believed dentists offering a range of fees was a good thing.
"That's the great thing about Tauranga ... there are all kinds of dentistry available," she said.
"You are not comparing apples with apples - all practices are different." NZDA executive director David Crum said like all other businesses, dentists worked in a competitive market. "There is no set or fixed fee, you can't do that in New Zealand," he said.
"As a profession and as a business there will be a range of fees ... New Zealand has a whole range of preferences."
Dr Crum said people's views on dental fees were often influenced by their priorities.
"I think the public see dentistry as expensive but then when you look at how much people spend at the hairdresser over a year it is far more than they would spend at the dentist. "It's a grudge purchase, it's not something people tend to enjoy spending their money."
Dr Crum said the fact medical care was subsidised also made dentistry appear more expensive.
"Medical care seems cheap compared to dentistry but if you go and look medical care you have to pay for, such as cosmetic surgery, then you start to realise the dentistry is quite inexpensive."
* Dental costs:
Hygienist (30mins): $60 to $125; Dentist exam: $40 to $80; Dentist exam, scale and polish: $60 to $160; Exam and 2 x-rays: $70 to $140; amalgam filling, one surface: $85 to $300; composite filling, one surface: $90 to $250; Standard crown: $800 to $1500.