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A new report reveals the factors determining the value of dental care for patients, stating the path forward lies not in lower fees, but in stronger relationships and more personalised attention. By Angela Tufvesson
Amid continuing economic pressures and a strong desire for patient-centred care, Australians are redefining what they want from dental practitioners in 2026. It’s a shift that’s encouraging practices to hone the patient experience.
Dr Wilfred Koon, director and principal dentist at The Point Dental in Point Cook in Melbourne’s outer west, says the cost-of-living crisis is so pervasive that it’s reshaping the way his patients manage their dental care.
“Patients will delay treatment for longer, especially for elective or cosmetic treatment, or they will avoid dental care until things get really bad. They’re generally more cautious, do a lot more research, ask more questions and are a lot more emotionally sensitive because every decision they make carries a lot more financial weight,” Dr Koon says.
Yet he believes that beneath the economic strain, patients at their core want “personalised, honest care. People want someone who listens to them, and they want to feel safe when they go to the clinic. They don’t want to be judged,” Dr Koon says.
Offer better value
According to NAB’s latest ‘Health Insights Report 2025/26: Health Practitioners Through The Eyes of Patients’, more Australians are visiting the dentist, with 60 per cent attending within the past year, up from 53 per cent in 2024. Cost is the dominant barrier, with 57 per cent of people who haven’t visited in over a year citing affordability as the main reason—a figure that has grown steadily since 2022.
Dean Pearson, head of behavioural and industry economics at NAB, says overall and oral health are often prioritised over other expenses. “Australians are adjusting to these recurring challenges by taking greater control of household budgets and cutting spending. While some are also cutting back on healthcare, most are making deliberate trade-offs to preserve it.”
With 67 per cent of people on higher incomes visiting their dentist within the past 12 months, compared to 46 per cent in the lower income group, he notes importantly that “people from lower socio-economic backgrounds are disproportionately affected by the cost of dental care”.
The report found satisfaction with the overall quality of dental care is high, with 68 per cent of patients feeling completely cared for as a person, and satisfaction with overall quality of care rating high at 8.2 out of 10. The report also found patients want more affordable care, longer appointment times, and more attentive service when visiting their dentist.
In addressing these wants of patients, Pearson believes there’s a risk in focusing solely on cost and potentially ignoring other factors that help determine value.
“When we asked what a health practitioner could do to offer them better value for money, a large number of patients spoke of wanting to book a longer appointment to deal with multiple issues due to time constraints, believing there should be loyalty discounts for long-term patients, and wanting practitioners to be more personable and caring. They increasingly want relationships, not transactions,” Pearson says.
Combat dental fear
Dr Koon believes addressing dental anxiety and fear, which the NAB report found affects 21 per cent of Australians and is the second most common reason people avoid the dentist, after cost, builds the stronger relationships and delivers the personalised care patients want.
When we asked what a health practitioner could do to offer them better value for money, a large number of patients spoke of wanting to book a longer appointment to deal with multiple issues due to time constraints.
Dean Pearson, NAB
At his practice, addressing dental fear is a key area of focus. “The solution to coping with the financially tight environment is not giving more discounts or cutting costs or trying harder, because as a business model this is not sustainable. The real solution is helping patients who are dentally fearful and creating a system that makes dentistry feel safer, calmer and more predictable,” Dr Koon says. “When a clinic is built to support fearful patients, everyone will benefit.”
Peason agrees, explaining that adopting an inclusive approach that’s affirming for everyone helps to improve patient experiences.
“While some patients have little hesitation in identifying themselves as anxious, other patients may be very reluctant to bring up the issue of their dental anxiety,” he says. “Most people just want to feel safe, respected, listened to and cared for. These are reasonable expectations, and many can be resolved simply through better communication, empathy and at very little additional cost.”
Delivery of care
What’s also clear is that dental practices that fail to keep up with what patients want risk losing clientele. The NAB report found that 18 per cent of people aged 35-44 switched dentists in the past two to three years because they were dissatisfied with their care.
John Avent, executive at NAB Health and Medfin Finance, says there’s been a “material shift in patient attitudes” in the more than 10 years that the NAB research has been undertaken.
“Perhaps the biggest change is that although health consumers are generally inclined to stay with their current practitioner, they are increasingly open to changing if an alternative offers meaningful differentiation. This is particularly the case with younger patients,” he notes.
Pearson believes practitioners must increasingly adopt a more agile, human-centred operating model. “At the very minimum, ask patients what they want from you—you might be surprised how willing they are to share their thoughts and what you learn. It’s so much better to engage directly. And while some patient wants might not be feasible, others might not impact too much on running the business.”
Looking ahead, Dr Koon expects high costs will continue to plague patients and practices alike in 2026. He remains steadfast in his belief that dentists must focus on the patient experience to chart a way forward.
“Patients just want things to be easy and more human for them.”
