Bandung, Thedaily.id– FDC Dental Clinic is introducing a new perspective on modern dental care by integrating wellness, hospitality, and technology into the patient experience.
The concept was presented during a film discussion of Negeri Susah Senyum held recently at FDC Dental Clinic Kebon Kawung, Bandung, together with the finalists of Mojang Jajaka West Java 2026.
Beyond the film discussion, the session explored emerging trends in dental care and how modern technology, wellness, and hospitality are reshaping the way patients experience dental services.
Speaking at the event, Abdul Mughny, Chief Business Officer (CBO) of FDC Dental Clinic, shared FDC’s perspective on the transformation taking place within the dental industry.
“The dental healthcare industry is undergoing a significant shift. In the past, people generally visited a dentist when they were already experiencing pain, with treatment focused primarily on addressing a medical problem. Today, that behaviour is beginning to change,” Mughny said.
He noted that oral health remains a major global health challenge. According to the World Health Organization’s Global Oral Health Status Report, oral diseases affect approximately 3.5 billion people, or 45% of the world’s population, with three out of four affected individuals living in low- and middle-income countries.
“At the same time, people are increasingly viewing dental care as a long-term investment in their health and well-being. Aesthetics have also become part of modern lifestyles, while the overall patient experience, from ease of access and comfort to interaction with healthcare professionals, is becoming an important differentiator in choosing dental services,” he added.
Brain, Beauty and Behaviour
At the centre of FDC’s approach is a framework built around three complementary pillars: Brain, Beauty and Behaviour.
Brain represents the fundamental importance of medical standards, scientific knowledge, research, and clinical expertise. These remain the non-negotiable foundations of high-quality dental care.
Beauty reflects the growing role of aesthetics and self-confidence. A healthy and attractive smile is increasingly seen not only as part of physical appearance, but also as something that can positively influence confidence and everyday well-being.
Meanwhile, Behaviour represents the adoption of hospitality-inspired service standards, where patient comfort, emotional well-being, and the overall experience during a clinic visit become an integral part of quality care.
Mughny also emphasised that dental treatment should follow a structured sequence in which medical priorities are never compromised for aesthetic outcomes.
The first stage focuses on restoring the patient’s biological oral health, or Health. This is followed by Alignment, which addresses the positioning and structural alignment of the teeth. Only once health and structural conditions are optimal should the final stage, Design, focus on aesthetic refinement.
“This approach ensures that every aesthetic treatment is built on a healthy foundation and does not compromise the patient’s biological function or long-term oral health,” Mughny explained.
FDC’s transformation also seeks to rethink the conventional relationship between clinics and patients by creating an experience in which patients are treated more like guests from the moment they enter the clinic.
From personalised greetings and transparent explanations of procedures to a calming treatment environment, each stage of the service journey is designed to help patients feel more comfortable and psychologically at ease.
The presence of the Mojang Jajaka West Java 2026 finalists also brought another dimension to the discussion, particularly around the continuing challenges of oral healthcare access and education in different parts of West Java.
One of the finalists, Djemima Shireen Ferdinand from Sukabumi Regency, said the realities portrayed in Negeri Susah Senyum felt familiar to her.
Having grown up in the coastal area of Sukabumi, Djemima said that although her hometown is some distance from Kasepuhan Ciptagelar, where the film was shot, the challenges surrounding access to healthcare and public health education depicted in the film remain relevant to communities in her region.
For her, the film reflects conditions that exist in real communities rather than simply presenting a story created for the screen.
She also acknowledged that in urban communities, people increasingly expect dental services to combine professional healthcare with elements of wellness and hospitality.
The experience, she said, reinforced the responsibility of young people and regional representatives to help promote greater awareness of oral and dental health, particularly among younger generations.
Through its collaboration with the Mojang Jajaka West Java 2026 finalists, FDC Dental Clinic hopes to broaden public conversations around oral health while encouraging more Indonesians, particularly young people in West Java, to view dental care as an important part of their overall health, confidence, and quality of life.
Today, FDC operates around 70 clinics across Indonesia, from Medan to Sorong, serves more than 60,000 patient reservations every month, and has developed a digital application used by more than 2 million users.
Innovation is an important part of her leadership. FDC has integrated digital technology and Artificial Intelligence into its service journey, including collaboration with Google Cloud and Tridorian, which helped reduce patient reservation time from up to one hour to approximately 15 seconds.
