With an unapologetic aim to look beyond the profession for inspiration, this year’s headline speakers at BDIA Dental Showcase included Mary Portas OBE. Known to many as the “Queen of Shops”, Mary is widely regarded as one of the most influential voices on brand identity, customer experience and the emotional connection between businesses and the people they serve.
During a live on-stage interview with Kristen Pope, Chief Integration, Partnership & Communication Officer at DeNovo Dental Partners, in a session titled “The Business of Belonging”, Mary delivered a bold, thought-provoking – and at times deliberately off-piste – perspective. In doing so, her contribution to the conversation challenged the conventional patient experience in dentistry.
Branding and professional identity are crucial for modern dental practices to get right. How a practice is perceived, by both patients and professionals, plays a defining role in its long-term success. But as the discussion made clear, this goes far beyond marketing materials. The real opportunity lies in building a genuine sense of community, where people feel part of something meaningful, shaped by a human touch.
Drawing on decades of experience across retail and consumer industries, Mary shared a characteristically honest perspective. Reflecting on the pre-digital era of the 1990s, she highlighted a growing cultural desire to return to more personal, human-centred experiences. In response, businesses are being challenged to rebuild their identities –prioritising experience over product, and connection over transaction.
Throughout the conversation, the themes of brand and community were closely intertwined. The isolation felt during Covid reinforced the fundamental human need for connection, something that can be delivered by businesses of all shapes and sizes. In dentistry, this means creating practices that grow sustainably while delivering exceptional patient care. It requires a strong ethical compass and focus on the full experience: how care is delivered, how patients are welcomed, and how patients are supported before, during, and after the treatment.
Drawing inspiration from the retail sector, Mary contrasted the national reaction to the closure of Woolworths in 2009 with the far more muted response to WHS Smith in 2025. Two similar businesses, but entirely different emotional connections with their customers. For dental practices, the ambition is clear – to create experiences that truly resonate.
She also shared examples of brands that have stood the test of time. Patagonia was highlighted for its authenticity, consistency and values-led approach, while Pret A Manger was praised for its focus on people – built on the simple but powerful idea of employing happy teams. The message was straightforward: culture and experience are inseparable, and both are fundamental to long-term success.
In her own distinctive style, Mary posed a simple but powerful question: “How much more human can you make your dental practice?” Ultimately, when practices are built with care, integrity and purpose, patients choose to return – not out of habit, but out of genuine connection.
This perspective strongly reflects the ethos of DeNovo Dental Partners. Built on empathy, inclusivity and a shared commitment to excellence, DeNovo enables principals to retain full clinical and business autonomy – protecting the identity, culture and community they have worked hard to build. Everything is designed to support outstanding patient care while fostering positive, collaborative and growth-orientated environments for teams.
Through its unique shared ownership model, Partners realise full practice value upfront in cash and equity, while continuing to shape their future within a supportive group – creating long-term value without compromising what makes their practice unique.
Mary closed the session with a message of optimism for the future. Even in uncertain times, it is forward-thinking businesses that thrive. As she put it: “Hope is a muscle – use it.”
Media Contact:
DeNovo Dental Partners
Kristen Pope
Chief Integration, Partnership & Communications Officer
Kristen.Pope@DeNovo.Partners
https://www.denovo.partners/
