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J Dent Educ. 71(12): 1540-1548 2007
© 2007 American Dental Education Association
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Milieu in Dental School and Practice

Perceptions About Conflicts of Interest: An Ontario Survey of Dentists’ Opinions

Barry Schwartz, D.D.S., M.H.Sc.; David Banting, D.D.S., Ph.D.; Larry Stitt, M.Sc.

Key words: conflict of interest, ethics education, patient trust, guidelines

Submitted for publication 06/04/07; accepted 10/04/07


   Abstract
 Top
 Abstract
 Methods and Materials
 Results
 Discussion
 Conclusions
 References
 
The purpose of this study was to explore the opinions that general dental practitioners in Ontario have regarding various situations that may be perceived as a conflict of interest. Standard quantitative analyses were employed to assess the association of attitudes and opinions concerning conflict of interest with gender, length of practice, and prior interpersonal communication, ethics, and religious training through a survey of general practice dentists in Ontario. Positive associations were found between the recognition of conflicts of interest and the number of years of dental practice, interpersonal communication training, and the reading of ethics-related articles in journals. Opinions vary on what is and is not a conflict of interest. Dental education has shaped a better understanding of these issues; however, for many dentists, previous education has not been totally adequate to guide them through conflict of interest situations. Age and mode and length of practice appear to have a direct effect on awareness of conflict of interest issues. Dentists need specific instruction and clearer direction regarding conflict of interest issues, so that they can better manage situations deemed to be conflicting and thereby earn and maintain patient trust in the profession.


A conflict of interest is a set of conditions in which a professional judgment concerning a primary interest (such as a patient’s welfare or the validity of research) tends to be influenced by a secondary interest (such as personal obligations or personal/financial interests) that would make it difficult for professionals to fulfill their duties fairly.1 The Royal College of Dental Surgeons of Ontario Code of Ethics, which provides guidance to dentists in Ontario, states that "ethical dentists will have as their first consideration the well-being of their patients" and "will uphold the honour and dignity of the profession by standards of integrity and behaviour."2 Current codes and guidelines by professional bodies regarding conflicts of interest often include the directive to "avoid conflicts of interest, real or perceived."3 The inherent problem is that there is a large element of interpretation involved as to what is and what is not perceived by dentists as a conflict of interest.

Dental schools have the responsibility to ensure that their graduates achieve the core competencies expected of a new dentist. In Canada, forty-six core competencies have been identified, and Canadian dentists rated all forty-six as high in importance on a recent validation survey, including the application of ethical principles to professional practice.4 These competencies serve as benchmarks for reviewing, redefining, and restructuring the predoctoral curriculum.5

Organized dentistry does not have standing ethics committees that deal specifically with ethical issues, including conflicts of interest. The Canadian Dental Association disbanded its ethics committee years ago, deferring guidance to the provincial regulatory bodies. Business ethics have been driven by the public’s perception of the corporation as an overall entity as represented by the actions of senior management.6 Dental ethics is differentiated by the fact that relationships are primarily viewed as interactions between individuals in areas of autonomy and informed consent. Currently, there is no formal mechanism to effectively deal with the public’s perception of the profession as a whole. Although the public does not determine professional ethics standards, there is a strong association between public trust and the perception of ethical behavior. A recent Gallup Poll, which asked the public to rate the honesty and ethical standards of various professions, rated dentists fifth behind nurses, pharmacists, veterinarians, and physicians. Only 62 percent of the respondents rated dentists as high or very high.7

Lack of public trust in dentists may well have been kindled by the news media regarding perceived conflict of interest issues. Recent media reports such as "Second Opinion on Dental Ethics,"8 "Dental Boot Kamp,"9 and "Dentists’ Fraud Growing"10 have tarnished dentistry’s reputation as an ethical profession and increased patient awareness of ethical issues related to conflicts of interest. Such mass media programs have challenged the level of trust that patients should have in their dentist. As more patients become aware of innovative marketing strategies, the principle of caveat emptor (buyer beware) could potentially affect the entire trust-based relationship that is currently eroding the position of dentistry as one of the most respected professions.

Very little research has been done concerning what dentists consider a conflict of interest. There are no studies that answer the question of whether dentists feel adequately prepared in ethics and communication to deal with the myriad of difficult issues they face in general practice. This study attempted to identify some of the issues respecting conflicts of interest among practicing dentists in Ontario.


   Methods and Materials
 Top
 Abstract
 Methods and Materials
 Results
 Discussion
 Conclusions
 References
 
A self-administered questionnaire was developed to solicit the attitudes and perceptions of general dental practitioners regarding conflicts of interest and ethics in dentistry. Forty-one closed-ended questions, each with a five-point Likert rating scale, were used. Dentists were asked their opinions regarding modes of dental practice, the referral process to specialists, dental organizations, dental research, and dental education. Dentists were also asked about the influence of any ethics, interpersonal communications, and religious training on their attitudes and perceptions of conflict of interest and ethics. Respondents were asked as well to provide demographic information including gender, mode of practice, age, years of experience, and source and quantity of education (in dentistry, ethics, interpersonal communication, and religion). The questionnaire was reviewed by several experts in the fields of ethics and epidemiology for content, validity, appearance, and flow. A definition of a "manageable conflict of interest" was provided in the survey questionnaire as "when conflicts between a person’s private interests and public obligations are controllable."

A pilot study was first conducted in Newmarket, Ontario, in 2006. Letters were sent to all sixty-five dentists practicing general dentistry, requesting them to participate in the study. It was felt that the dental practitioners in this community of 65,000 people represented a combination of urban and rural dental practice that fairly reflected dental practice in Ontario as a whole. Twenty-two dentists (33.8 percent) responded to the pilot survey. Follow-up letters and phone calls were unable to increase the response rate appreciably. Thirteen dentists agreed to complete the survey a second time to determine test/retest reliability, but only two actually completed the questionnaire a second time. Eighty-six percent of the responses to the initial and second questionnaires were in agreement for these two respondents. Pilot survey comments and reliability scores were used to refine the Ontario questionnaire. Ethics Review Board approval was obtained from the University of Western Ontario for both the pilot and Ontario-wide surveys.

Following the pilot study, the questionnaire was revised and then sent to 3,000 general dentists randomly selected from the Royal College of Dental Surgeons of Ontario (RCDSO) membership list of 7,623 practicing general dentists. The target number of 3,000 was selected to provide frequency estimates within ±1.8 percent of the target population value with 95 percent confidence. Newmarket dentists, having been surveyed previously, were excluded from the Ontario-wide study. Simple random sampling was used since the pilot study had revealed no statistically significant response differences between urban and rural dentists and other information regarding demographic variables and practice characteristics was not available.

Responses to the Ontario-wide survey were coded and then entered into a computerized database. The data were analyzed using JMP (v.5.2.1) and SAS (v.9.1) statistical software packages. Standard quantitative analyses, such as chi-square tests, were employed to assess the association of attitudes and opinions concerning conflicts of interest with gender, length of practice, prior communications, ethics, and religious training. Where sample size permitted, logistic regression analysis was used to develop multivariate models for predicting attitudes and perceptions related to conflicts of interest in dentistry.

The study was designed to test the following hypotheses:

  1. Ethics instruction/training (including reading ethics-related journal articles) is positively related to the level of awareness of conflict of interest issues by general dentists.
  2. Gender, age, and length of practice have a direct effect on awareness of conflict of interest issues.
  3. Religious background plays a supportive role in conflict of interest perceptions.
  4. Mode of practice influences general dentists’ perceptions of conflicts of interest.


   Results
 Top
 Abstract
 Methods and Materials
 Results
 Discussion
 Conclusions
 References
 
Table 1Go presents the characteristics of the study respondents and, where available, those of practicing Ontario dentists. Just over 80 percent of the responding dentists were thirty-one to sixty years of age, 7 percent were under thirty-one years of age, and 10 percent were over sixty-one years of age. Males outnumbered females almost four to one. By contrast, 77 percent of Canadian general dentists are thirty-one to sixty years of age, and males outnumber females three to one.


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Table 1. Characteristics of survey respondents and Canadian and Ontario dentists
 
In terms of length of practice, 10 percent of the respondents graduated less than five years ago, 10 percent had been in practice six to ten years, 23 percent had been in practice eleven to twenty years, 33 percent had been in practice twenty-one to thirty years, and 24 percent had been in practice more than thirty-one years. Most responding dentists (85 percent) had received their dental training in Canada, 7 percent attended U.S. schools, 4 percent graduated from European schools, and 4 percent from other locations around the world. Of the Ontario graduates, 55 percent graduated from the University of Toronto, while 28 percent graduated from the University of Western Ontario.

The vast majority of respondents practiced fee-for-service dentistry (91 percent). Close to 7 percent accepted fee-for-service along with another form of remuneration. Less than 1 percent were retired, and 0.5 percent were involved in a capitation payment plan. By comparison, 92 percent of Canadian general practitioners engage in fee-for-service practice.

Two in five respondents (40 percent) reported receiving no formal ethics education in dental school, 58 percent acknowledged one to eight hours of training, and 22 percent reported more than nine hours. Only 21 percent of dentists reported having any formal ethics training since graduation. Formal interpersonal communications training was less prevalent. Forty-one percent of the responding dentists reported having taken no such training, 43 percent had between one and eight hours, and 16 percent reported receiving more than nine hours of instruction. Formal religious training was reported as having been undertaken by just over half (51 percent) of the dentists. Half (49.4 percent) of the respondents were not aware of any conflict of interest guidelines in dentistry.

Table 2Go presents the attitudes and perceptions of the responding dentists regarding eight specific conflicts of interest. When asked about selling dental products for profit in their offices, one-third agreed that it was ethically acceptable as long as the patients got a good deal on the product. Almost three out of five of the responding general dentists (59 percent) had ethical concerns regarding the acceptability of paying a $25 bonus/credit for referring a new patient. Sixty-five percent of the respondents felt that referring patients to an oral surgeon who was in the same office as the general practitioner in exchange for a 50 percent facility fee was ethically acceptable. Three-quarters of the respondents had no ethical concerns about receiving gifts from specialists for Christmas or their birthday, which patients might construe as another form of payment. Only 13 percent of dentists had an ethical concern about receiving such gifts. When asked what value of gifts might create an ethical concern for the dentist, 11 percent (n=78) said that all gifts create an ethical concern, while 17 percent (n=112) felt that gifts valued at under $50 did not present a concern, 22 percent felt that $100 was their limit (n=146), 22 percent felt their limit was under $500 (n=147), and 26 percent felt that there was no limit on value that would make a gift an ethical concern (Figure 1Go). Paying another health provider who is also the dentist’s landlord more than the normal rent for office space in exchange for sending referrals found dentists fairly evenly divided, with 46 percent agreeing and 44 percent disagreeing with the appropriateness of these arrangements. The respondents were also fairly evenly divided (45 percent agreeing and 46 percent disagreeing) regarding the appropriateness of paying another health practitioner (such as an M.D.) who is also the dentist’s landlord more than the normal office rent in exchange for referrals.


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Table 2. Attitudes of responding dentists regarding conflict of interest issues
 

Figure 1
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Figure 1. Threshold value of gifts to dentists creating ethical concerns

 
In Ontario and Quebec, unlike the rest of Canada, the licensing and regulatory bodies—the Royal College of Dental Surgeons of Ontario (RCDSO) and the Ordre des Dentistes du Québec (ODQ) —administer dental malpractice insurance. Less than one-third of the respondents felt that this policy did not present a conflict of interest regarding protecting the rights of patients and the money of the dentists at the same time, while 44 percent felt that there was a troubling conflict of interest with this approach to dental malpractice.

When asked about a situation in which unnecessary treatment might be performed solely to fulfill educational credit requirements in dental school, such as a surgical complex extraction versus a simple extraction, 24 percent saw no reason to inform the patient since a blanket consent form had already been signed. The overwhelming majority of dentist respondents (88 percent) felt that conflict of interest issues need to be discussed more openly.

Dentists were specifically asked about their previous ethics, religious, and interpersonal communications training and whether that training had influenced how they dealt with conflict of interest issues. Forty-four percent of the respondents felt that dealing with these issues comes from experience only, while 53 percent felt that their ethics training heavily influenced their ability to deal with conflicts of interest. Likewise, 40 percent felt that how they dealt with conflict of interest issues was also heavily influenced by their religious training, and 45 percent felt that their communications training was a major factor. There were associations with dentists who felt that learning to deal with conflict of interest issues is heavily influenced by their previous ethics training (p<0.001) and those who felt that their ethics training enabled them to make better decisions (p<0.001), those who read ethics-related articles in journals (p<0.001), and those who had communications training in dental school (p=0.004) (see Table 3Go).


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Table 3. Responding dentists’ opinions about learning to deal with conflict of interest issues
 
Table 4Go reports the attitudes of dentists towards ethical decision making. Almost half (49.8 percent) of the dentists responding to the survey felt that their ethics training enabled them to make better ethical decisions, and more than half (57 percent) would have liked to receive more ethics training in their undergraduate program. Over three-quarters of the respondents would have liked more communications training. Of the dentists who had religious training (n=353), 68 percent felt that their religious training had enabled them to make better ethical decisions.


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Table 4. Attitudes of responding dentists towards ethical decision making
 
When asked directly if they were aware of any specific guidelines on conflicts of interest, the respondents were evenly divided: 49.4 percent were not aware of any, while 50.6 percent were aware of existing RCDSO guidelines. Of those who were aware of guidelines, 89 percent had actually read the guidelines. The majority of dentists (56 percent) said that they would attend a continuing education course on conflicts of interest in dentistry if such a course were available. Most of the dentists polled (71 percent) believed that reading ethics-related articles encouraged better ethical decisions. They also felt that undergraduate courses in ethics (72 percent) supported better decision making and that postgraduate courses would lead to better decisions regarding conflicts of interest in dentistry (68 percent).

When asked if "learning to deal with conflict of interest issues is heavily influenced by my previous ethics training," a significant association was established with mode of practice (p=0.044). Those who work only in a fee-for-service practice (n=502) agreed 64 percent of the time, while those who had alternate employment status (n=51) agreed more frequently at 78 percent. Dentists who received formal ethics training in dental school (n=274, 71 percent) were more likely to agree (p=.016) with a statement that ethics training would heavily influence how one dealt with conflict of interest issues than dentists who did not have formal ethics training (n=218, 59 percent). The respondents who indicated that they had received formal ethics training also felt that this training helped them make better ethical decisions.

Mode of practice is a possible determinant of perceptions regarding conflict of interest. In this study, 90.6 percent of the respondents were engaged solely in fee-for-service practice. When dentists were provided with the definition of a manageable conflict of interest and asked whether various modes of practice were, of themselves, a manageable conflict of interest, 68 percent of the respondents felt that all dental treatment is a manageable conflict of interest in fee-for-service practice compared with 37 percent who felt that all dental treatment is a manageable conflict of interest in capitation practice and 48 percent who felt that all dental treatment was a manageable conflict of interest when dentists are salaried. Only 17 percent of the respondents thought that fee-for-service dentists would be inclined to overtreat a case. Conversely, 72 percent felt that dentists remunerated by capitation would undertreat, and 38 percent felt that salaried dentists would compromise quality to maintain their patient quotas (Table 5Go).


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Table 5. Responding dentists’ perceptions of conflicts of interest regarding mode of practice
 

   Discussion
 Top
 Abstract
 Methods and Materials
 Results
 Discussion
 Conclusions
 References
 
One area of potential nonresponse bias in this study stems from the low response rate of 23.8 percent. A low response rate was not unanticipated, but it is disappointing. Dentists are typically hard to recruit for a survey that requires twenty minutes of their billable time. In a follow-up of 200 nonresponders, frequently mentioned reasons for not completing the questionnaire included summer holiday absence, not receiving the survey because of mail screening by receptionist, and did not get to it in time to respond, as well as having no interest in completing surveys. Another common response to the follow-up call was that the mail was piled up on the dentist’s desk, and he or she did not get to it before the four-week deadline. Nonresponse error is a concern, and the results, therefore, may not be representative of all general dentists in Ontario. However, studies on nonresponse bias have concluded that surveys with very low response rates may still provide a representative sample of the population of interest.11 In other dental surveys, it has been shown that subject matter does affect response rate to mailed surveys, but that there is no difference in demographic data between responders and nonresponders.12 In this survey, where averages for comparison were available, all of the demographic statistics (age, gender, mode of practice) are within ±5 percent of the provincial averages.

There is no consensus among practicing dentists as to what are deemed ethical issues and what are practical business decisions. A previous study by Kress et al. concluded that dentists’ perceptions differ greatly as to what constitutes an ethical problem.13 Our study supports those findings. Furthermore, regulations respecting ethical issues differ according to the region. While, in Ontario, dentists are advised not to sell dental products, the American Dental Association (ADA) advises dentists only to take care that they do not exploit the trust that patients place in them for their own financial gain.14,15

Some of the conflict of interest examples used in this survey, like the selling of dental products for a profit and benefits obtained for referring patients, are clearly outlined in the RCDSO conflict of interest guidelines, which all dentists in Ontario receive. For the other issues, no clear guidelines have been issued. Even though the RCDSO guidelines specifically forbid the selling of dental products for a profit, over half of the respondents felt otherwise. This would indicate that many dentists are not aware of the existing guidelines and would suggest that even those dentists who read the guidelines interpret them differently.

Interestingly, dentists see their current mode of practice as being manageable while commenting on other modes of practice as being less manageable insofar as conflicts of interest are concerned. This supports the notion that dentists enrolled in capitation plans would undertreat and reinforces a study by Brown and Ruesch that concluded that capitation dentists were dissatisfied with their fees and had concerns about being able to provide only the minimum level of care for their patients.16

If a student performs a treatment, with approval by a faculty member, in order to receive a credit or meet a requirement and that treatment is not in that patient’s best interest nor are the reasons disclosed to the patient, the student may wrongly conclude from this situation that there are times when the dentist’s own needs supersede the needs of the patient. Immanuel Kant said that people should not be treated as a means to someone else’s end.17 According to Newsome and Wolfe,18 "Patients’ primary needs are that they be treated respectfully, ethically, and professionally." According to Van Dam and Welie, the moral risk of treating patients for the sake of meeting educational needs creates a serious conflict of interest.19

The results of this survey demonstrate an association between ethics training and the perception of practicing dentists regarding decision making and dealing with conflict of interest issues. These findings also support the hypothesis that dentists feel that dealing with conflicts of interest is assisted through education. Sharp and Stefanac stated that "it is critical for ethics learning to be reinforced through students’ classroom and clinical experience" and that "observation of good ethics technique is the single most powerful learning tool programs can employ."20

Cohn and Lie reported that religion had shaped medical students’ values in developing an approach to codes of ethics.21 The results of our survey support those findings. No significant associations with age, length of practice, or gender were established.

Many patient complaints received by dental regulatory bodies are communications-based.22 According to the RCDSO Risk Management Guide, "establishing good dentist-patient communications will prevent most lawsuits or patient complaints."23 Unfortunately, few dentists, according to our survey results, have had adequate interpersonal communications training. The results of a previous study suggest that practitioners would benefit from more comprehensive training in interpersonal skills.24

The results of our survey indicate that dentists feel that postgraduate courses in ethics would help them make better decisions regarding conflicts of interest in dentistry. Interestingly, the RCDSO currently only offers remedial ethics courses to dentists who must fulfill an undertaking following a disciplinary hearing involving unethical practice. At the time of this writing, no other continuing dental education courses in ethics are offered in Ontario.

What is clearly evident by our survey is that many dentists are not aware of the existing conflict of interest guidelines produced by the RCDSO. The RCDSO guidelines clearly state that dentists should not profit from the sale of dental products, nor should they enter into contractual arrangements, such as a lease, that provide for a fee or income split.25 The results of our study suggest that many dentists are unclear about the meaning of these guidelines.

Licensing bodies, which set out conflict of interest guidelines, must be perceived by the public and dentists to be free of any conflicts of interest themselves. Almost half (44 percent) of the respondents were concerned about a troubling conflict of interest with the regulatory body collecting the malpractice insurance and administering it through their own Professional Liability Program (PLP). The RCDSO reports the combined affairs of the college and the PLP together on the same balance sheet statement of operations, making the workings of each division somewhat blurred.26 Transparency would be improved and this perceived conflict of interest would be eased if dentists in Ontario were able to purchase their malpractice insurance from an arms-length party, such as the Canadian Dental Services Plan, as they do in almost every other province.


   Conclusions
 Top
 Abstract
 Methods and Materials
 Results
 Discussion
 Conclusions
 References
 
The results of our survey lead us to a number of conclusions. Opinions of the respondents vary on what is and is not a conflict of interest. Ethics instruction/training is related to the level of awareness of conflict of interest issues, while religious training plays a supportive role. Age, mode, and length of practice appear to have a direct effect on awareness of conflict of interest issues. Education has shaped understanding of these issues; however, many dentists feel that their previous education has not been adequate to guide them through conflict of interest issues. Not only are clearer guidelines needed to help dentists deal with new issues, but steps need to be taken to make dentists aware of current guidelines and to encourage compliance. More continuing education courses in ethics and, specifically, conflicts of interest may be warranted and, based on our research, would be of interest to many dentists. Dentists overwhelmingly would have liked more undergraduate communications training as well as more ethics training. According to the majority of dentists polled, their approach to dealing with conflict of interest issues has, to a large extent, been influenced by their previous ethics and communications training.

Of those who responded, most dentists agreed that it is important to discuss conflict of interest issues openly and to raise awareness of these issues. Respondents identified many factors that are associated with better ethical decision making and dealing with conflict of interest issues. More research, education, and discussion are therefore required in this important area of dentistry in order to provide dentists with better direction in managing issues patients may view as conflicting and therefore continue to earn and sustain patient trust in the profession.


   Footnotes
 
Dr. Schwartz is Assistant Professor, Division of Practice Administration; Dr. Banting is Professor and Chair, Division of Practice Administration; and Mr. Stitt is Assistant Director, Biostatistical Support Unit, Department of Epidemiology and Biostatistics—all at the Schulich School of Medicine & Dentistry, University of Western Ontario, London, Ontario, Canada. Direct correspondence and requests for reprints to Dr. Barry Schwartz, 14 Ravencliffe Road, Thornhill, Ontario L3T 5N8, Canada; 905–731–2959 phone; 905–731–9978 fax; barry.schwartz{at}schulich.uwo.ca.


   REFERENCES
 Top
 Abstract
 Methods and Materials
 Results
 Discussion
 Conclusions
 References
 

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