Brighton peer

Hygienist Christina Chatfield is owner of Dental Health Spa, one of the first independent hygiene practices in the UK that stands boldly in the high street on Sussexs east coast. Here, a look at the passion that drives the business
Christina Chatfield, a dental hygienist, is clinical director and owner of Dental Health Sp Ltd which opened on the high street of Brighton in September 2007. She opened as a result of a change in the law that allows other registered members of the dental team other than dentists set and manage the business of dentistry. She has over 20 years experience in practice and has worked within major blue chip health companies. She qualified from Dundee in 1982 and moved to Brighton with her three children in 1994. Her experience within healthcare has enhanced both her clinical and continued academic learning, as well as building synergistic working relationships from all areas of the dental industry. Christina is passionate about empowering the patient and making dental hygiene treatments easily accessible for all.

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DH&T

October 2012

Despite so much negativity, I never lost faith in the business model I knew that the law could be changed and that the model would succeed

ental hygienist Christina Chatfield has shed blood, sweat and tears over her business one she has been running since 2007. Now, firmly established and with the profession on the cusp of direct access to patients she outlines why her business is a winner with her patients.

An ageing population A fear of dentists being more common than of snakes or spiders (source: Dental Health Foundation 2011) A lack of NHS dentists A lack of alternatives to dentists.

The big idea

There is widespread assumption that the only people capable of offering oral hygiene advice and services are dentists and in-house dental hygienists. This is completely untrue: since 2006 (following the largest ever super-complaint to the Office of Fair Trading) any qualified dental hygienists can offer this service independently. The big idea is to allow people to get their teeth

The facts
Gum disease is rife in the UK, with approximately 40-50% of the population suffering. Furthermore, oral health is associated with numerous other more serious health concerns such as mouth cancer (which kills more people than testicular and cervical cancer due to late detection, yet is the easiest to treat if caught early). This situation is exacerbated by the challenge of:

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whitened, their gums treated and general oral health assessed with the same ease and convenience of getting their eyes tested. So, Dental Health Spa was born the first high street dental hygiene centre in Sussex (and possibly the UK).

Study club!
To celebrate five years in practice, Dental Health Spa is launching a study club that is aimed at all hygienists and therapists practicing in the South East. Christina realised through working on her own for so long that it can be very easy to become quite isolated, and, with the prospect of direct access, there has never been a better time to network with other like minded hygienists and therapists. The idea of the Study Club is to meet three to four times a year and to run hands on sessions within the practice. Hands-on courses will be limited to small numbers to ensure individual attention and relaxed interaction. This will be an opportunity to meet other hygienists, learn new skills and gain up to date knowledge on the latest technologies and developments in periodontics. The first study club meeting is going to be on Saturday 8 December 2012. From Hygienist to Hygenius will be led by Amanda Gallie, who has been a clinical teacher for more than 12 years and has more than 10 years experience in specialist periodontal practice. As well as being a key opinion leader for Phillips and the Swiss Dental Academy, Amanda writes and lectures regularly throughout the UK, and, most recently, presented the Talking Points series for GSK. Date and venue: Saturday 8 December at the Dental Health Spa,14-15 Queens Road, Brighton BN1 3WA Time: 9:00am until 3.00pm Price: 140 to include lunch and all refreshments 6 hours of verifiable CPD To book online, Website www.amandagallie.co.uk Email karon.kitchen@optident.co.uk Phone Karon on 07977 279471 This course is supported by Optident Ltd.

Kissable mouth
Our service makes dentistry less intimidating and more accessible, welcoming and convenient. The main benefit people seek when coming to us is a fresher, cleaner and more kissable mouth, however we bring substantial societal benefits too. A survey of clients showed: 3.8% reduced the number of cigarettes they smoke 56.7% take more responsibility for their home oral care routine 42.7% are more knowledgeable when it comes to their oral health. If we did not exist, 12% would not go anywhere.

Cold feet
The idea came about following the Office of Fair Trading (OFT) upholding the super-complaint about the dental industry. The trouble was that, no matter what the OFT said, they did not have the power to change the law. Nevertheless, their ruling inspired the idea outlined. Calculations showed that setting up a functioning dental hygiene practice in a prime high street location required a substantial injection. But how do you obtain funding when your business idea aims to take on the status quo within a massive industry like dentistry, while the laws and industry bodies are against you? Not easy. The original funding was achieved by setting up a three-way partnership. The sheer scale of the challenge making our business a success, despite all the challenges proved too much for my partners. Three became two, then two became one as they withdrew and even the bank got cold feet at one point. Finally with the sale of my house and thanks to financial support from friends and family, I bought out my fleeing partners and kept the business afloat. Despite so much negativity, I never lost faith in the business model I knew that the law could be changed and that the model would succeed.

Dear dental hygienists and therapists

The GDC is considering removing restrictions that prevent patients seeing any member of the dental team until after theyve seen a dentist for a referral. (The only exception to this is with clinical dental technicians; they are already able to provide full dentures to patients who have no teeth without the need for a prescription). It would mean that registered dental care professionals would have the option to provide services to patients without the patient having to see a dentist first. Earlier this year the Office of Fair Trading called for the changes to be made as soon as possible and the Department of Health has welcomed that call. Now the GDC wants to hear from you. Make sure you have your say on proposed changes! www.gdc-uk.org/GDCcalendar/Consultations/ Pages/Direct-Access-Consultation.aspx

Hands tied
For five years, my business model was competitive enough to attract 5,000 clients but at a competitive disadvantage to dentists in too many ways. Soon, when the biggest shake-up in dentistry in history comes into force next March (hopefully), I will be perfectly placed with a healthy competitive advantage with my doors open wide to even more customers ready to embrace a new era in dental hygiene. I knew we wouldnt make money immediately, but believed this was more about changing attitudes towards dental healthcare by offering a new pathway. With more than 87,000-plus in Brighton and Hove area not going to the dentist through fear and an additional 179,000-plus not attending because of cost, I am hoping I can make a difference. DH&T

Best wishes, Christina

October 2012

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