Dental Hygienists

1
Dental Hygienists SurveyJune 2005
Prepared for BDHA / GillettePrepared by
Nunwood Consulting
2
Method
Self-completion postal questionnaires Mailed out
to c. 3000 Dental Hygienists Fieldwork 25th July
9th September 2005 Overall response rate
30 906 completed questionnaires 707
members / 199 non members
3
Objectives
To profile members vs non members
To ascertain levels of likely membership
retention / acquisition
To gain spontaneous suggestions for BDHA
improvements
To gauge awareness usage of BDHAs services
To understand how members rate the VFM of
membership
To gain spontaneous suggestions for additional
BDHA services
To measure overall satisfaction with BDHA
To build up a picture of BDHA brand
4
Key Headlines
5
Key headlines

• Members view their jobs far more as a profession
  than non members

• Overall member satisfaction is high but some
  apathy is apparent

• Older / longer serving members are the least
  satisfied

• Good opportunities for member acquisition
  retention

• However many key frustrations with BDHA are
  apparent

• Awareness of BDHAs services is high drives
  perceived VFM
• satisfaction.

• Many benefits of BDHA may be losing relevance /
  USPs

• Perceived VFM could be better

6
Satisfaction Retention / Acquisition
7
Member Satisfaction why aim to maximise?
Industry research data shows a distinct
relationship between satisfaction, retention, and
advocacy (Source Tarp 2002). BDHA data supports
this notion.
Will remain a member of BDHA
Satisfaction with service
87
Very satisfied
-10
77
Fairly satisfied
- 40
37
Fairly dissatisfied
Data above is based on current members and former
members their satisfaction with the BDHA (Q16).
Base 540.
8
The vast majority of members are satisfied with
BDHA services benefits
!
92
Base 546 current lapsed members.
9
Drivers of satisfaction with membership
Overall, 92 of members are very or fairly
satisfied with BDHA membership
Caution low base males (24)
10
Awareness Usage of BDHA services
11
Awareness of all BDHA services is significantly
higher amongst members
!
Dental Health Journal
BDHA Annual Conference
100
DH contact newsletter
Website (general)
90
Website (members only)
FirstAssist (LawCare)
Jobline
Representation on official dental bodies
80
Advice Sheets
Regional group scientific meetings
70
Subsidised meetings
Professional Portfolio
Personal advice guidance
60
50
Insurance Plans
40
30
Base 700 members, 179 non members.
12
Members generally have very good awareness of
BDHAs services
!
High Awareness
Lowest Awareness
!
Lowest awareness is of Insurance Plans but half
are still aware!
Base 700 members.
13
Non members also generally have good awareness of
BDHAs services
!
Highest Awareness
!
At least 7 services have awareness of below 51
Lowest Awareness
Base 179 non members.
14
Members Awareness Usage ratios
!
Service Aware Aware of which Used of which Used
DH Contact - newsletter 3 92 2 80
Regional group scientific meetings 6 89 3 73
Website (general) 7 89 4 54
Website (members only section) 8 82 7 52
Advice sheets 10 67 8 41
Subsidised meetings 12 62 9 39
FirstAssist (LawCare) 2 92 10 27
Jobline 4 89 11 25
Professional Portfolio 9 70 6 52
BDHA Annual Conference 5 89 5 54
Dental Health Journal 1 95 1 86
Personal advice guidance 11 67 12 25
Insurance plans 13 50 13 7
Achieving a lower than expected level of usage
given awareness
Achieving a higher than expected level of usage
given awareness
Achieving a proportionate level of usage given
awareness
15
Relevance and Perceived VFM of membership
benefits services
16
Over 2 thirds of members think the benefits
services are very relevant
!
Bases 697 members, 196 non members
17
Majority of members are self-funded
!
Who pays BDHA membership fees?
Employer funded
Self funded
Base 747 current members.
18
Annual income and days worked per week as
hygienist drive perceptions of VFM
!
Overall 77 of members think that membership is
either excellent or good VFM.
Falls to 66 amongst those who work 3 or less
days as a dental hygienist
76 amongst those who work 4 days as a dental
hygienist
-

70 amongst those who earn 20,000 p/a or less
78 amongst those who earn 20,000 p/a or more
-

Bases 280 members who work 3 days or less vs 456
who work 4 days . 216 members who earn less
than 20,000 pa vs 508 who earn 20,000.
19
BDHA Brand Perceptions
20
BDHA brand perceptions - members
Members are generally very warm to the brand with
a high agreeing to each of the statements.
Networking is the only key area for improvement
!
RELEVANT TO ME (92) SUPPORTS ME IN MY
PROFESSION (88) MODERN AND UP TO DATE (86) I
VALUE MY MEMBERSHIP OF BDHA (86) HELPS ME TO
NETWORK (58)
21
BDHA brand perceptions non members
Quite a high number of non members see the
relevance of the BDHA and its potential to
support them in professional career. Could be
doing more to be seen as modern up to date.
!
RELEVANT TO ME (70) SUPPORTS ME IN MY
PROFESSION (68) MODERN AND UP TO DATE
(56) HELPS ME TO NETWORK (36)
Based on lapsed members.
22
Recommended Actions
23
Actions Summary

• Rejuvenate / modernise the journal magazine
• Ensure journal is mailed out on time.
• Review admin processes consider further full
  time posts for responding to queries telephone
  calls
• Use website as a comms tool advertise other
  members contact details to improve networking
  opportunities
• Revamp the website QA section, updated
  information on training courses etc.

24
Actions Summary

• Review membership renewal process. On-line
  renewal, direct debit etc.
• Mix academic information / courses with more
  practical real world information / courses
• Increase frequency of magazine ?
• Initiatives to drive awareness of services
  benefits
• Training courses
• More hands on / practical not lecture like.
• Refresher courses for those who have practised
  longer
• Courses on new procedures hygienists can now
  carry out
• Shorter evening / mid week courses to fit in with
  busy lifestyle