George Cheetham, practice principal at the award-winning Fulham Road Dental (FRD) in London, is revolutionising cosmetic dentistry by prioritising both exceptional results and a comfortable patient experience. FRD’s commitment to cutting-edge technology, like The Wand pain-less anaesthetic system, attracts both patients and top clinicians for complex cosmetic dental treatments.
At Fulham Road Dental, exceptional cosmetic dentistry goes beyond achieving stunning smiles; it’s about creating a positive and relaxing experience. George Cheetham believes that the right environment, combined with advanced technology, is crucial for delivering outstanding care.
“I want to give my patients the best care possible, even when faced with complex challenges,” says George. “Often, a dentist’s ability to deliver exceptional clinical care isn’t just about skills – it’s about their working environment. That’s why I’ve worked hard to build a practice equipped with cutting-edge technology, a carefully designed space and an incredible team of dedicated professionals.”
This philosophy has driven George to build a state-of-the-art practice equipped with innovations like The Wand, a computer-controlled anaesthetic delivery system that offers pain-less injections.
“We are all growing daily, and our clinic continues to improve thanks to a shared ambition to continue elevating our patient experience.”
The Wand: Cosmetic dentistry magic
The Wand has transformed the patient experience at FRD, particularly for those seeking cosmetic smile makeovers. This innovative technology allows George to perform precise, comfortable treatments while preserving the patient’s ability to smile. This real-time assessment is invaluable for cosmetic procedures, enabling him to fine-tune treatments for optimal aesthetic results.
“I provide a lot of aesthetic smile treatments,” George explains. “One issue with these is that when the patient is numb, they lose control of their lip – and it’s hard to assess the changes without the patient being able to smile. The Wand has provided me with new techniques like the nasopalatine block, which can numb the teeth painlessly so I can work on them but still allow the patient to smile to assess my changes.”
This ability to maintain natural lip movement during procedures allows for more accurate smile design and instant feedback, leading to superior results.
“I initially purchased The Wand because my paediatric specialist had fantastic things to say about it – and thought it an essential piece of kit for our specialist referrals,” George explains. “However, once it was in the clinic, I also started using it on my patients. Providing a comfortable injection is possible with standard techniques, but it takes quite a lot of operator skill and can sometimes be unpredictable. The Wand takes this element out of the equation, making it easy to pick up to offer comfortable injections.
“As I progress in my career, I realise the importance of the soft tissue around the teeth – which act like a beautiful picture frame. We base the lengths and shapes of the teeth according to the lips and smile. To assess changes fully, we need to see the patient’s smile, which we can’t do when they are classically numb. Being able to locally numb up teeth and maintain the movement of the smile offers considerable advantages in terms of treatment efficiency. We can immediately assess the changes we make. Sometimes, it’s hard for patients to attend review appointments due to their diaries and the distances they travel, so being able to offer this in one appointment is incredibly useful.”
High-quality images of treatment outcomes highlight a clinician’s expertise and build trust with potential patients. A recent survey revealed that nearly 30% of social media users surveyed were influenced by dental-related content, with before-and-after photos playing a significant role. For George, the immediacy of capturing a new smile thanks to The Wand’s targeted approach adds to its appeal.
“If you’re into your social media, it can be essential to get your pictures before the patient disappears, and this is not always possible with normal anaesthesia,” he says.
The unique design of The Wand, paired with its precise anaesthetic delivery, also ensures minimal discomfort for patients, even during traditionally painful procedures such as palatal injections.
“The shape of its “pen-like” needle allows for a gentle anaesthetic placement. It’s easy to place a tiny drop of liquid – and then slowly progress the needle, allowing what I feel is the most comfortable local anaesthetic placement technique,” George explains.
And for those who fear needles – including young children – The Wand is transformative.
“We receive a lot of paediatric referrals from dentists who have failed treatments with children due to compliance issues and needle phobia. The Wand has helped build a list of stable paediatric referrals as the equipment doesn’t look scary, and the treatment is comfortable.”
George believes the next decade will bring even more advancements in dental technology, further enhancing both treatment options and the patient experience.
“With the advancement of digital technology, the range of available treatments in dental clinics will continue to expand. Patients will increasingly play a more active role in their treatment planning, visualising their results on-screen before any procedure begins.
“In today’s world, people value the overall experience as much as the outcome. We can attract and retain satisfied patients by transforming a practice into a place that feels far removed from the typical dentist appointment. Forward-thinking clinic owners are embracing tools that enhance the patient experience, and innovations like The Wand are set to become standard features in modern dental practices.”
Six benefits of using The Wand for cosmetic dentistry:
- Preserved Natural Lip Movement: Techniques like the nasopalatine block allow patients to smile naturally during procedures, enabling real-time adjustments and assessments.
- Targeted Single-Tooth Anaesthesia: The Wand delivers anaesthesia precisely where needed, avoiding unnecessary numbness in surrounding areas.
- Enhanced Smile Assessments: Maintaining lip movement allows for immediate evaluation of changes in tooth shape, length, and position.
- Supports Modern Cosmetic Outcomes: The Wand complements aesthetic treatments, enabling high-quality results perfect for showcasing before-and-after photos.
- Improved Patient Experience: The pen-like design and comfortable injections reduce anxiety, especially for needle-phobic patients and children.
- Pain-Less Anaesthesia: The Wand’s computer-controlled delivery system minimises discomfort, even for traditionally painful injections like palatal blocks.
The Future of Cosmetic Dentistry:
George Cheetham believes that the future of cosmetic dentistry lies in embracing advanced digital technology to enhance both treatment options and patient experience. “In today’s world, people value the overall experience as much as the outcome,” he says. “Forward-thinking clinic owners are embracing tools that enhance the patient experience, and innovations like The Wand are set to become standard features in modern dental practices.”
Dr George Cheetham
George is a restorative dentist providing clinical care to his patients in South West London.
Since qualification in 2009’ he has gone on build four private multi-speciality practices and a dental lab.
As part of his post-graduate education, he has completed a masters’ degree in aesthetic restorative dentistry at Kings College London with distinction, an orthodontic diploma, and a biomimetic American lead mentorship program.
George has devoted part of his career teaching undergraduate and postgraduate dentistry at a number of universities and private institutions. He lectures in the field of restorative aesthetic dentistry.
George has won a number of awards including the best young dentist in London ’18, ’19, best young dentist England ’20, the Pitt Ford prize in endodontics, and British endodontic societies prize for vocational dental practitioners.
