Thanks for the various ideas.
Looking at the website, which I'm not allowed to publish here, it looks as if they are mostly Albanian, Italian or Turkish names. the women are all suspiciously good looking, and of course have perfect teeth (they would, wouldn't they!).
Googling 'dental treatment in Albania' will bring up a number of similar places.
Whereas I have nothing against Albania and its people, quite the opposite in fact, I would not be happy about undergoing elective surgery there. If my friend decides to go I'll certainly go with him as it's a fascinating country which I enjoyed on previous visits some years ago. Anyway it's a choice he must make and it will be based largely on his financial situation, which is not good, and the fact that he has no medical aid.