Christina Chatfield on how a wake-up call led her to take a fresh approach to her patient education.
Eighteen years ago, dental hygienist Christina Chatfield launched one of the UK’s first hygiene-led clinics, Dental Health Spa, in Brighton. Since then, the clinical director has taken a break from surgery to enjoy a healthier work-life balance.
However, she has just returned to the forefront of the clinic’s marketing efforts as a case study, chronicling her smile makeover journey to educate patients about the realities of dental treatment. As she puts it, it’s ‘trust laid bare’.
The reason? Her perspective on her marketing strategy, particularly regarding cosmetic dentistry, took a profound turn when a poor Google review – ‘the patient had not fully understood the consequences of opting for a pared-down treatment plan and felt we were overselling’ – got her thinking.
Reflecting on her efforts to educate patients, she felt she had fallen short. Determined to make a difference, she is now sharing her experience as a patient at her clinic with dentist and colleague Mhiran Patel to highlight the benefits of carefully considered treatment here in the UK.
A creative approach
This isn’t Christina’s first foray into what is a very personal approach. In 2013, she launched her clinic in style with a consumer campaign to showcase a business that was worlds apart from what consumers expected from a dental practice.
With the tagline: ‘Have nothing to fear, Chrissie’s Angels are here’, it featured her and some colleagues in wigs and costumes – a playful take on the Charlie’s Angels brand – promising a more boutique environment in which to have dental treatment.
This was long before Instagram became the powerhouse it is today, and her creative approach to standing out in a crowded market proved successful, coinciding with the lifting of regulations to allow for direct access.
Sparking interest
Ultimately, it has always been part of her approach to ‘build trust from the ground up’. ‘Knowledge is powerful,’ Christina says. ‘When combined with trust, accessibility and affordability, it’s key to patient communication and can form the foundations of a strong business model.’
Dentistry requires multiple communication approaches, and Christina is especially mindful of this in the context of neurodiversity. ‘The onus is on us to spark their interest in unique ways – through visual journeys, written and spoken words. We must capture patients via multiple mediums to stop them from making costly, life-changing mistakes.
‘As a profession, we should always ask ourselves if we are effectively communicating the key messages, particularly given the trend of people seeking dental treatments abroad, often at the expense of their long-term oral health. I had to ask myself: at what point did my communication fall short?’
While acknowledging the appeal of more affordable treatments overseas, Christina firmly believes in UK-based dentistry. She also understands that this comes from a position of advantage.
‘After that Google review, I looked at the processes involved, observed a treatment and decided to go for it. Choosing to have my treatment here was a conscious decision based on a professional understanding. I accept this is from an informed perspective, so I felt I needed to work on my messaging so that patients understand the risks of going elsewhere. This can be a real challenge.’
For Christina, this demands high levels of honesty and authenticity, even though sharing her treatment journey contradicts her natural resistance to being in front of the camera. ‘It’s a significant thing for me, as I dislike having my photo taken,’ she says.
‘But we can convey the nuances of treatment choices by talking about topics like buccal corridors and the benefits of breadth in having eight teeth treated with composite veneers rather than four (that would not have given me the smile I wanted).
‘However, we must also acknowledge that this isn’t easy to get across without some people thinking we are overselling. We should also make treatment options as affordable as possible with several entry levels, so patients don’t feel that need to travel.’
Six reasons to showcase your smile transformation
- Authenticity builds trust. By sharing my journey, I show patients that I share their needs and wants. Utilising my own story makes our social media presence relatable. Showing off your smile transformation also shows confidence in your team’s work. Patients are more likely to trust their expertise when they see that you believe in it yourself. Too many picture-perfect professionals talk on social media, so keep it authentic and unfiltered
- A personal connection with your community. Brighton is a close-knit town, and I’ve had people stop me in the street to comment on my new smile. Patients love seeing the real people behind the practice, and it’s comforting to know that the person caring for their smile has been through the same journey. It makes the whole process feel more achievable
- Living proof of your team’s expertise. Your smile is the best testimonial! It is a visible testament to what your team can achieve, reinforcing the practice’s credibility
- Stronger engagement. Personal stories and transformations always resonate more, especially on social media. Sharing your experience helps spark conversations and connect with more people
- Standing out from the crowd. Most of us share patient results, but few highlight our own journeys. By doing so, we differentiate ourselves in a competitive field
- Inspiring confidence in patients. When a dental professional chooses to undergo treatment, it reassures patients that it’s worth it. I’ve had so many people ask about my experience, which has led to great conversations and encourages others to take the next step in their smile journey.
Making it personal
In her blog on the practice website, she begins by saying: ‘As the owner and dental hygienist at Dental Health Spa, you might think I’m slightly biased when discussing dental treatments. That’s why I wanted to share my journey, complete with before and after photos, to give you full transparency. From traditional orthodontics to Invisalign and, finally, composite bonding, I’ve explored multiple avenues to achieve the smile I’ve always wanted.’
‘Digitalisation is revolutionising what we can accomplish with scanners that enable our patients to visualise changes before they occur. By sharing digital images, patients can view their current smiles and potential results from the comfort of their homes.’
She explains: ‘People need the proper knowledge to make informed decisions about their health, so I wanted to share a natural and unfiltered version of myself. To communicate more effectively – both verbally and visually – I’m creating engaging content for social media and our website. For example, explaining biological width to patients in a way that makes sense isn’t always easy. That’s why we filmed face-to-face blog content with Mhiran and me talking through my case using simple, relatable terms. Education should come first.
‘Guided minimal prep is taking the market, and we aim to ensure treatment is minimally invasive and maximally fit, delivering what patients want – but more importantly, what they clinically need. If we do not offer these services, they will go elsewhere.
‘Sharing personal transformations also makes us more approachable. I always ask potential employees if they have an Instagram account at interviews. It’s a great way to see how they present themselves. I also encourage my team to engage in activities outside their daily job to showcase their human side – it helps people relate to them.
‘Highlighting personal stories may encourage patients to share their transformation journeys.’
Standing out
Patients receive personalised feedback forms, and the team actively encourages Google reviews – both of which Christina responds quickly to.
‘As an independent practice, we must stand out and compete with those corporate brands with massive budgets. I want people to consider us as a family hygienist-led but collaborative dental practice that offers all sorts of treatments – and personality, trust, and authenticity make us stand out as a brand. We need patients to trust us.
‘The feedback sheets offer immediacy, and I quickly pick up on these. I then sit with the team to discuss areas for improvement, knowing that feedback will always include some negatives. However, overall, we do perform well.
‘We build rapport and use a treatment coordinator (TCO) who spends time with patients about to start their journey. We also have a book of smiles in the waiting room.
‘People have noticed my teeth, and I explain that this transformation didn’t happen overnight. Pathways have changed because technology has evolved, completely altering perspectives on dentistry.
‘Digitalisation is revolutionising what we can accomplish with scanners that enable our patients to visualise changes before they occur. By sharing digital images, patients can view their current smiles and potential results from the comfort of their homes. We believe in building strong foundations and never perform a smile makeover on an unstable base.
‘This approach embodies ethical selling – focusing on informed consent and prevention rather than quick fixes.’
Driving growth
The transformation she has undergone is incredible, she says. ‘I can hardly describe how I feel about my smile now – I’m not sure facial recognition would work anymore!
‘People also need to know that I am still very much part of the team – creating our branding and marketing drives me, and I enjoy working with Victoria Clark, our dental marketing and media consultant, on this.
‘I hope my blog serves as another authentic way to grow the business. It is a genuine and heartfelt reflection of my journey, and I feel very privileged to have been involved at every step. Even if I were a patient rather than the practice owner, I would be delighted with the results.’
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