Business development and growth is a priority for practice principals and their teams across the UK. The turbulence of the national economy means that you never know what is around the corner, increasing the importance of future-proofing and enhancing business resilience. For those looking to achieve this by maximising their endodontic offerings, there are several aspects to consider.
Team
As many as 94% of general dental practitioners refer patients for an endodontic problem in the UK.[i] This number may increase further when considering newly qualified clinicians, with endodontic confidence among dental students found to be highly varied, peaking when faced with advanced situations – as would be expected.[ii] The reasons for referral vary, but most commonly include anatomical challenges, root canal retreatment, trauma, medical factors and iatrogenic errors.[iii] To establish yourself as a competent referral centre, it’s crucial that your team can confidently take on such cases. As demand for services grows, the team must be adequately trained and prepared.
This might mean advancing the skills and capabilities of in-house staff, facilitating clinical courses or even supporting individuals on the pathway to specialism. It is also necessary to consider the training needs of more than just the clinicians. For example, dental nurses are integral to smooth and effective endodontic procedures, so ensuring they have sufficient skills and confidence in the field is essential. In addition to investing in the team, the opportunity to diversify skills and use their full scope of practice is great for increased job satisfaction among team members as well.[iv] In a world where staff retention is crucial – especially with regards to talented dental nurses – this can only be a positive for the future of the business.
Marketing services and referral relationships
Once the team is in place, attention should turn to promotion of the services available. This may take different forms depending on the practice’s situation, but will likely centre around building a trusted referral network. Direct marketing tends to work well in order to effectively target practices in the surrounding area who may not offer advanced endodontic care in-house. Sending flyers, emails or even giving them a call allows you to communicate exactly what you offer and how you can help them and their patients.
Once colleagues show interest or even start referring patients to you, managing this professional relationship becomes crucial. Communication must be kept open and consistent, both during an active referral and beyond. When a referred patient is undergoing treatment, be sure to keep the routine clinician informed of progress, maintaining a collaborative approach where appropriate. Between patients, consider sending regular marketing materials to your referral network that advise of any additions to your team, services or technologies, reminding them that you are there when they need to provide advanced endodontic care to their patients. This is complemented by a strong online presence, which should include an easy-to-navigate website and up-to-date social media platforms, with the option for targeted digital advertising. Additional promotional opportunities include the provision of study clubs for local clinicians to attend and lecturing at industry events.
Much of this continuous communication with the wider profession is about maintaining and enhancing the reputation of your practice among the profession. Sharing positive reviews from other referring clinicians is a powerful way of demonstrating the standards you achieve and encouraging others to work with you. It also gives potential new business partners a chance to get to know you and your team, building respect and trust over time.
Clinical standards
Of course, in order to achieve those high clinical standards that colleagues and their patients will appreciate, it is crucial to use evidence-based techniques, cutting-edge technologies and clinically-proven instruments. Utilising renowned guidelines and consensus documents in the field is useful, such as the Guide to Good Endodontic Practice from the British Endodontic Society.[v]
The tools employed are just as important, having an impact on everything from the accuracy and speed of treatment to patient comfort and long-term satisfaction. COLTENE offers an array of solutions that have been developed specifically to help clinicians overcome common challenges in endodontics. The innovative HyFlex EDM files, for example, are designed for optimised fracture resistance and flexibility, with shape memory and high cutting efficiency to elevate the professional workflow.
A bright endodontic future
The provision of endodontic services affords a valuable opportunity to grow your business and build a sustainable future. With investment in the team, marketing activities and equipment, your practice will prosper.
For more information, visit colteneuk.com/HyFlex-EDM, email info.uk@coltene.com or call 0800 254 5115
Nicolas Coomber – COLTENE National Account & Marketing Manager
[i] Barnes JJ, Patel S, Mannocci F. Why do general dental practitioners refer to a specific specialist endodontist in practice? Int Endod J. 2011 Jan;44(1):21-32. doi: 10.1111/j.1365-2591.2010.01791.x. Epub 2010 Aug 31. PMID: 20812944.
[ii] Ozden, I., Gokyar, M., Ozden, M.E. et al. Evaluation of confidence levels of undergraduate dental students in various stages of root canal treatment. BMC Med Educ 25, 567 (2025). https://doi.org/10.1186/s12909-025-07174-y
[iii] Wootton, J., Forrest, M., Patel, M. et al. A service evaluation assessing the root canal referral and treatment pathway within the Royal London Dental Hospital. Br Dent J (2025). https://doi.org/10.1038/s41415-024-7841-6
[iv] AlKatheri, N., Niven, V., Sayers, M. et al. A survey to explore the motivation, scope of practice, job satisfaction and timings of procedures undertaken by dental nurses with additional duties at one NHS trust. Br Dent J (2025). https://doi.org/10.1038/s41415-024-8272-0
[v] A guide to Good endodontic Practice. British Endodontic Society. September 2022. https://britishendodonticsociety.org.uk/_userfiles/pages/files/a4_bes_guidelines_2022_hyperlinked_final.pdf [Accessed June 2025]
