How George Cheetham’s approach to patient care is driving growth across his multidisciplinary clinics and earning a reputation as a thought leader in dentistry.
‘I’m very proud of our team,’ says George Cheetham in a conversation about the importance of delivering comprehensive dental care through his multidisciplinary clinics. While he enjoys discussing the care-delivery model and its benefits, it is clear that people matter most to him. ‘They are highly regarded by colleagues,’ he says. ‘And we’re grateful that many dentists and their families trust us with their own care.’
George, a multi-award-winning restorative dentist at the helm of four major specialist clinics across south London, also shows his deep gratitude for this professional support online. Known as @georgethedentist on Instagram, his account was voted Most Educational Instagram Account of 2025 in the general dentistry category by colleagues on the platform Course Karma.
He writes in a post: ‘I never started an Instagram with the intention of educating – just sharing what works for me, so I’m genuinely honoured that anyone would take the time to put my name forward for something like this. I’ve made so many industry friends and mentors through Insta – any success of mine is because of the people around me.’
The dentist’s dentist
His reputation as ‘the dentist’s dentist’ is borne out here. Colleagues come to him for insight, advice and treatment, then take the time to show their vote of confidence in George – a dentist happy to be at the forefront of early adoption of new tech and modalities.
As a partner at Fulham Road Dental, Ridgway Dental, DirectDental, and GoDigital Dental, George exemplifies the new wave of dentists adopting a holistic approach to patient care. He focuses on overall wellness by delivering a comprehensive dental experience that encompasses general and cosmetic dentistry, as well as complex referrals. This ‘all under one roof’ model streamlines care and reduces patient anxiety by eliminating the need to navigate multiple settings and clinicians.
He believes being treated by a familiar, consistent team in a single environment builds trust and fosters stronger relationships. It’s a business model that reflects not only George’s people-first edict but also the broader shift in dentistry that recognises oral health as a key player in general health.
‘Having all services and equipment under one roof allows us to manage care in a genuinely synchronised way, especially for more complex cases. Diagnosis, planning and treatment all take place in the same environment, with specialist input and advanced imaging available from the outset. This helps us move away from short-term fixes and instead focus on long-term stability, functionality and overall patient wellbeing. The plan makes sense – not just for today but for years to come.’
Multidisciplinary care
And it is working. George’s clinics are all experiencing a growth spurt. So, how does this model benefit his management of complex cases?
‘For complex cases, a multidisciplinary approach is key,’ George maintains. ‘We bring the right specialists into the conversation early so we can consider the biological, functional and restorative aspects together rather than in isolation. That allows us to sequence treatment properly, anticipate problems before they arise, and create plans that are realistic, predictable and built to last. For patients, it means clearer communication and one coordinated plan, rather than a series of separate opinions.’
Centralising clinical services also improves practice efficiency by streamlining operations and communications between teams.
‘It simply makes everything flow better,’ George says. ‘When the whole team works within the same system and space, information is shared quickly, and no decisions are delayed or lost between practices. It also ensures everyone follows the same clinical philosophy. Referring out can introduce different approaches and mixed messages. Keeping things in-house helps maintain clarity, reduces duplication, and allows the team to spend more time with patients rather than on admin.’
Investing in advanced equipment
Investment in advanced equipment is key to his success, maintains George.
‘Advanced equipment enables us to be more precise, more predictable and more conservative in our patient care. Better imaging and modern systems improve how we diagnose, plan and deliver treatment, leading to fewer surprises and better long-term outcomes. From a patient’s point of view, it also builds confidence. When they see their care is guided by clear scans and modern tools, it helps them trust both the process and the team.’
How this impacts the quality of dental treatments is immeasurable – and any innovative supporting technology also plays a part in elevating the patient experience. If it fosters comfort and trust, George will invest, and The Wand, a computer-assisted anaesthetic system, fits well with his ethos.
‘Delivering local anaesthetic slowly and in a controlled manner makes injections far more comfortable. For many patients, that alone changes their whole experience of coming to the dentist. While conventional techniques can provide a comfortable injection, traditional methods often cause loss of lip control, making it hard to assess changes. They require skill and can be unpredictable. The Wand eliminates this variability.
‘I perform many aesthetic smile treatments, and The Wand’s nasopalatine block numbs the teeth painlessly, so patients can still smile for evaluation. Another benefit is single-tooth anaesthesia, which allows targeted treatment without unnecessary numbness.’
Constant learning
Dentistry moves quickly, and George is whip-smart when it comes to investing in new tools and equipment that enhance the overall in-chair experience.
‘If your equipment stands still, your outcomes can start to fall behind. Regular investment enables us to work more accurately and efficiently, often in a way that’s less invasive and more comfortable for patients. It also supports the team. When clinicians have the right tools, they can focus on delivering the best possible care, and patients can feel confident they’re being treated with modern, evidence-based methods.’
His generosity with his time extends deeply into education. He has dedicated a significant part of his career to teaching undergraduate and postgraduate dentistry at universities and private institutions. This relentless drive to excel and inspire his team is also vividly reflected in each of his clinics.
‘We place strong emphasis on ongoing education and shared learning. Our clinicians regularly attend and deliver CPD, train with specialists, and review new techniques as a group, not just individually. Leadership plays a key role. As the principal, it’s my role to set the clinic’s values, invest in the right people and equipment, and create an environment where high standards matter. We’re also careful to hire people who share those values, so innovation and patient-centred care become part of the culture, not just something we talk about.
‘We are forever evolving. We’re really enjoying this current phase of growth. What matters most to us isn’t pace but ensuring standards keep rising as we develop. Any future development will be structured and responsible, with a strong focus on maintaining quality of care, team culture and the overall patient experience. For us, success is about consistency and excellence across all clinics, not just numbers.’
Get in touch
George welcomes contact from colleagues. Dentists can reach him directly via phone or email at the clinics, and he responds promptly on Instagram @georgethedentist, where he stays connected with the dental community.
This article is sponsored by Dental Sky.
