Using PR to successfully launch new dental practices

Treeline Dental Care planned to open some new surgeries across Lincolnshire. Although they already had a practice near Nottingham, Lincolnshire was an unknown quantity, and they had no presence or connections in the county.

It was important to the brand, to build up a local presence and to quickly elicit community trust and local support. Short term targets were to create an effective lead generation process, forge links with the community and fill surgeries with NHS patients. As part of a full media plan, we created a list of key business and social influencers with outreach focused on the local press, major employers, Lincoln University and political figures. PR and social media strategies were created, which was implemented back-to-back with local radio advertising supported by leafleting and exposure in local newspapers and village magazines.

The concerted PR program was core to the success of the launch with press releases written and disseminated to local media, online and offline, with follow-ups to all relevant parties including invitations to the practice opening launch events. Launch event attendees were high-profile and spanned both political and business communities with substantial media coverage and interviews achieved. Connections were made with the key regional thought-leaders, ensuring that they were ‘on board’ with Treeline Dental expansion plans in the county.

Two surgeries opened on the same day, with the local Lord Mayor cutting the ribbon. A third practice in Spalding is scheduled to open in early 2020 once senior dentists have been recruited. Patient lists for both practices were at maximum levels even before the practices were opened.

Cost Savings With New Validation Process for Autoclaves

After an intense period of research, Smile Maintenance in partnership with Ellab, an innovative Danish manufacturer of dental equipment, have launched Tracksense Pro, a revolutionary new validation process for bench top autoclaves and other sterilizing devices such as washer disinfectors, which allows a quick and simple method to test and validate in a fraction of the time, saving dental practices a lot of money. As Trevor Herbert, MD of Smile Maintenance, said:

“For many practices, validation can take many hours of disruption and unnecessary ‘down time’. Based on an hourly earning rate this can equate to a significant amount of lost income and on a regular basis. At Smile Maintenance we carry out many yearly validations and I’d recommend practices ensure they shop around for a good deal as the autoclave manufacturers can often be significantly more expensive than other reputable engineers.”

For more information, contact Smile Maintenence on 0844 8933 923 or email