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11 MIN READ TIME

What’s in a name?

Does the name of your practice convey a message? Branding your dental practice gives it an identity. So does the name really matter? Your branding should tell the patient what your business stands for, reflect what it does and be clear and consise. It’s the first impression that a patient has and should inspire positive connotations…so yes, it does matter.

And it is not just the name that matters -is also the practice logo, website, interior design and all of the marketing materials. In Jonathan Fine’s excellent article on page 42, he describes what makes a brand’s personality and attributes and how it relates to orthodontic practices with some actual examples.

We can also relate this to our magazine. Orthodontic Practice started out as a publication solely for specialist orthodontists. But times have changed and with more and more GDPs practising short-term ortho, we made an attempt to encompass all areas of this speciality. In fact, I would like to say we appeal to the whole orthodontic community which includes specialists, GDPs, therapists, nurses, technicians and the trade -there is always something we can learn from each other. This year, we made the decision to go fully digital, so we can become more accessible to readers. So please spread the word and let your colleagues know that the journal can be read at your convenience -be it from your laptop, computer or phone. With all the different sections, there is something for everyone -from new products on the market in our technology section to informative business and marketing articles, as well as some excellent clinical case studies.

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About Orthodontic Practice

March April 2019

Other Articles in this Issue


EDITORIAL
Does the name of your practice convey a message? Branding
Biju is the the creator of the popular adult cosmetic
A national audit of the views of orthodontic patients
TECHNOLOGY
Dr Pieter van Heerden tells us why the Carriere Motion 3D Appliance has changed the way he works
Good posture is vital for dental professionals to prevent back pain, which is why using the correct seating is so important
ORTHODONTIC LABORATORY offers premium partnership programme for a bespoke British-made product
Because DB Orthodontics recognises a patient’s smile to be a clinician’s legacy, it launched Maintain; an innovative dual retention approach ensuring all orthodontic smiles stay beautiful for a lifetime
As environmental concerns are having more and more impact on us, how can dental companies help with reducing plastic in their packaging? ORTHO-CARE tell us what steps it has been taking to help the planet…
OPINION
LEAH TURNER from Dental Elite asks what is happening and what it means for orthodontists
THERAPISTS
Chair for the Orthodontic Nation Group, SALLY DYE gives us the benefits and drawbacks of both options
LIFESTYLE
HELENA ALDER explains how you can solve stress in your practice and everyday life with mindfulness
PEOPLE
As the lead consultant in orthodontics at the Queen Victoria Hospital NHS Trust, DR LINDSAY WINCHESTER’S work involves orthognathic surgery, children’s orthodontics, sleep apneoa, teaching and much more. We speak to her about the importance of rigorously thorough diagnosis and treatment planning and really listening to patient concerns
The award-winning and inspirational DR LISA CURRIE from The Orthodontic Clinic in Aberdeen says teamwork, professionalism and communication is the key to a successful practice
MARKETING AND PRACTICE LIFE
In the second in a series of articles, NICKI ROWLAND of Practices Made Perfect Consulting discusses how to get the very best out of your team in order to drive business success
Neil Hillyard is a co-director of Hillyard MacDonald
How does your practice branding affect its identity? JONATHAN FINE identifies the need for a brand that has personality and that is relevant to the services you provide
BUSINESS
SUSAN N’JIE, dentolegal adviser at the DENTAL DEFENCE UNION (DDU) illustrates the importance of keeping good dental records
SONIA BHACHU says disputes in the practice can create a toxic work environment. So how can you solve conflicts amicably?
CLINICAL
Orthodontist IAN HUTCHINSON and dental student CHLOE DAVIES give us a student’s point of view at a digital based specialist practice
STEFFEN DECKER, specialist orthodontist at Harley Street Dental Group, describes a case where he uses the Incognito Appliance System from 3M Oral Care to tackle a tricky malocclusion
BELLA SHEN GARNETT discusses speeding up treatment for patients who require quicker treatment times
GARY DORMAN leads us through the treatment of severe maxillary and mandibular crowding using In-Line clear aligners
CHARLOTTE LLOYD introduces this issue’s product, industry and innovation news
Each article is worth one hour of enhanced verifiable
GRAHAM TINKLER from The Harley Street Dental and Implant Clinic talks social media, farming and creating beautiful smiles