DT News - Latin America - Brazil in Numbers

Antonio Inácio Ribeiro*

vie. 24 septiembre 2010

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On the eve of completing one year of the column Dental Solutions, I have some interesting ideas for this issue No. 51. Here I take the dental industry data published in the August issue of the Journal of the Conselho Regional de Odontologia do Rio de Janeiro (CRO-RJ), which uses as sources the Federal Dental Council (Conselho Federal de Odontologia, CFO), the Brazilian Dental Industry Association, (ABIMO), and the Institute of Industrial Studies and Marketing (IEMI).

Dentistry Back and Forth
As the large numbers can lead to distorted analysis if evaluated without context, I offer a progressive presentation followed by an interpretation, in order not only to draw conclusions, but to project something good for the future of Brazilian dentistry.

SALES. 2007: R $ 973 MI; 2008: R $ 985 MI; 2009: R $ 940 MI

This first analysis could even be dispensed with, since the numbers are in Reals, and they speak for themselves: after a small growth from 2007 to 2008, there was a decrease in 2009 of more than 5%.

EXPORTS. 2007: US $ 82.8 MI; 2008: US. $ 82.5 MI; 2009: US $ 70.4 MI

Although in dollars, the exercise of interpreting is still unfortunately easy, since after a stabilization period from 2007 to 2008, in 2009 came a significant setback of approximately 15%.

IMPORTS. 2007: US $ 36.0 MI; 2008: US $44.3; 2009 US $ 45.8 MI

Here is the hard reality that leads us to a better understanding of today's dentistry. An over 20% growth in everything we import from 2007 to 2008, and a figure that continued growing in 2009.

RESULTS: 2007: US $ 46.7 MI; 2008: US $ 38.0 MI; 2009: US $ 25 MI

In these final figures on the trade balance, resulting from subtracting imports from exports, the difficulties of the dental industry are obvious: an approximate 20% decrease from 2007 to 2008, and an over 30% decrease from 2008 to 2009.

There are no arguments against numbers. What seemed positive at first glance turns out to be a harsh reality after a more accurate analysis of the figures: we are going backwards on the world market. And our presence at the recent FDI Annual World Dental Congress only served as confirmation of that fact.

Lest you think I'm an alarmist, I turn to the positive alternatives that can reverse or compensate for this framework and provide opportunity to those who are not players in the dental industry, and are more concerned with what affects your daily life in a positive manner.

First Observation
When I started in implantology in 1989, many Brazilian dentists sent their prosthetics work to be done in US or European labs. Today a Brazilian lab (KIM), with offices in Sao Paulo, Rio and Brasilia, is also present in New York and Los Angeles.

Second Observation
In the 80's, due to currency exchange disparities, a good number of Brazilians went to Buenos Aires for dental treatment, and about 1,000 Brazilian dentists went as well to Argentina for training in implants. Today this has been reversed and many dentists now come to Brazil to learn about implants.

Third Observation
When I started in the business in 1972, almost all dental books were in Spanish, coming from abroad. Today many successful Portuguese titles have Spanish-language editions, including mine, which have been published in Spain and Argentina, as well as the magazines Implant News and APDESP which are now also in Spanish.

Fourth Observation
In the 80's, to attract attendees to courses in Brazil we had to invite foreign dentists, regardless if they were good or famous. They would fill all the seats. Today the number Brazilians lecturing abroad is at a record high. In 2011, I will participate in 100 courses abroad.

Fifth Observation
Before the year 2000 some foreign clinics tried to establish themselves in the Brazilian market, using American and European management models, without success. Today our franchises not only dominate the market, but some are expanding abroad.

We are exporting knowledge and services, which could be complemented with dental group practices, which are gaining the necessary size and structure to venture abroad, showing the quality of Brazilian dental services and the characteristic creativity of our professionals.

* Dr. Ribeiro, a practice management expert from Brazil, is the author of over 20 books on dental marketing. Contact him at ribeiro@odontex.com.br

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