A hygienist-owned and led practice, started from scratch? Achieving a unique vision
Featured Products Promotional FeaturesPosted by: Dental Design 23rd May 2023
Dental hygienist Sophia Lucas recently set up a squat practice in Leigh-on-Sea, Essex. The goal was simple, albeit somewhat unique – to create a hygiene-led clinic that primarily promotes prevention, with access to high-quality cosmetic dental procedures. To further distinguish the clinic from other businesses in the industry, Wisdom Dental has also taken a different approach to its branding.
Tell us more about what motivated you…
We had a shared vision for a truly hygiene-led clinic, which also offered cosmetic treatments. We wanted to give patients direct access to a passionate dental hygienist and make them feel welcomed in a friendly and relaxed atmosphere. Our focus would remain on three core areas: oral hygiene, teeth whitening and smile makeovers. We had aspirations to create a place where clinicians could thrive, too, so building the right team was essential.
What was the timeline for your project?
It took around 12 months from deciding to go for it, to finding the premises. It was another three months to get the keys. We started on the design first, planning every single detail before moving onto the build.
The biggest challenge has been the long wait to get registered with the CQC – not coming from a dentistry background, Charlie was surprised at how slow it
Was! You can control most other things, chase people up, make calls and throw money at problems, but with the CQC, it is what it is.
What work was required for the physical build?
When we acquired the space, it was a shell. We had to replaster, install partial walls, do a full rewire and install hot water. We needed add pipework to enable the running of air compressors too, then we chose and fitted the cabinetry in the right place.
What about décor and design – what was your inspiration there?
We wanted the practice to be different and less like a ‘traditional dentist’. Our design concept started with a light, bright colour scheme. We added an obligatory flower wall, a high-end drop ceiling, LED back lighting, TVs in that appointment rooms that show Netflix and a drinks area.
How did you choose which equipment suppliers to work with?
We contacted several companies, and Matt (Rowlingson) from Clark Dental was immediately willing to help. He came to visit us, and we could call him at any time for advice. The installation team was also brilliant from start to finish
The experience was professional, collaborative; Clark got the job done right and fast. They could accommodate our budget and beat other suppliers on price, too. We installed two Dentsply Sirona unit packages – the highest spec available – also the Xios XG Supreme intraoral sensor kit, plus a MyRay X-ray system, compressor, a couple of suction pumps and the W&H Lyla autoclave. Included in the cost was the initial and ongoing training on the equipment, which is also important to us.
We are very happy with the level of service we received. As well as guidance on what to choose, Clark Dental kept us up-to-date with lead times. We could have had other dental chairs sooner, for example, but were happy to wait a bit longer for those we chose.
How did you go about marketing yourself?
Our brief has always been about keeping things relatable, simple. Our wish was to appeal to the 18 to 35-year-old demographic too.
We aimed for quality marketing content and put together a social media strategy for the first few months, including videos to make things engaging and fun. We didn’t want it to feel too clinical, or to only use stock photos.
As well as the socials, we’ve done local leaflet drops. Now we’re open, SEO with the website is ongoing and we hope to generate more leads through our contact form and online booking system.
What advice would you give anyone else, before setting up a brand-new practice?
The best advice we can give is to submit your CQC application as soon as you can!
Also, eat, sleep and breathe your plan so you know exactly what you need to do. The planning part is so important – now we’re at the end, the practice perfects reflects our vision. When you’re in the midst of a build, you need to have already made most of your decisions, so you don’t make bad and expensive choices. Build it in your head and on paper before you get the keys. We worked mostly from visuals and floorplans.
Don’t forget about your marketing budget. Word of mouth is great, but it’s not a marketing strategy. You need to get patients through the door and the books filled ASAP. Also, invest in your team and be ready to support them. They will help to grow the business. We’re helping our team boost their own online presence, too.
It’s early days, but how are things going?
We opened at the beginning of March and were fully booked for that month, and into April. We’re seeing a lot more male patients than we expected, especially for cosmetic dental options. We’re also seeing people choose to move through the treatment journey. For example, they attend for a hygiene appointment, then later return for teeth whitening.
The practice has two surgeries, with two dental hygienists, a cosmetic dentist and a GDP. There are challenges that come with being a hygienist-owned practice, but we hope to have set a precedent for what dental hygienists can do. We’ve put hygiene at the heart of our business and this is what drives us. We’ve already received a lot of attention from the industry, and we’re excited to see what we can achieve in the future.
Find Wisdom Dental on Instagram @wisdom_dental_
and discover more at: www.wisdomdentalleigh.co.uk
For more information call Clark Dental on 01268 733 146,
email: info@clarkdental.co.uk or visit www.clarkdental.co.uk
Author bio:
Sophia Lucas is a dental hygienist with a passion for creating confident smiles, by enhancing patients’ natural teeth with hygiene and whitening. Believing in prevention over cure, educating the importance of regular hygiene appointments through her platforms.
