The brainchild of Ueli Breitschmid, founder and CEO of Swiss preventative product specialist Curaden, and Zurich dentist Rolf Kufus, this practice branding concept involves not only a comprehensive product range, including toothpaste and -brushes under the well-known CURAPROX brand, but also tailored teaching programmes developed to help dentists better communicate the importance of oral health prevention to patients.

“There is a great deal of talk about prevention nowadays and how important it is, but the reality is that teeth are often extracted unnecessarily and replaced with an implant, for example,” said clinic manager Patricia Adam. “With Prevention-One, in contrast, patients are intended to be healthier and happier with their smiles.”

Adam knows exactly what she is talking about. As a trained dental hygienist, she learnt all about the unique concept in Switzerland for several years. While the offer to develop and manage the first Curaden-branded practice in the UK initially came as a surprise for the native German, she soon adapted to the idea, despite the challenges that came with moving to another country and transforming an existing dental practice that did not meet the requirements for the new clinic.

“We certainly had to deal with a lot of regulations during the last few months, but we are happy that it all came together in the end,” she explained.

According to Adam, it took almost a year to bring the site up to standard, culminating in a much-anticipated public opening in October, during which old and new patients had the first look at the now sleek and modern premises, defined by a simple but atmospheric colour scheme.

“A highlight of the CURAPROX product range is the new white and black toothpaste and we wanted to see that contrast reflected in the practice interior,” Adam said. “At the same time, we wanted to maintain a bit of Curaden’s heritage; therefore, we also incorporated the company’s characteristic blue, as well as the Swiss cross, here and there.”

In order to accommodate the busy lifestyles of most Londoners, the clinic is open until late and on certain Saturdays. According to Adam, the last few weeks have seen many former patients returning and starting to recommend the practice to their family, friends and colleagues.

“We have also seen many patients presenting for a second opinion on their dental problems,” she said.

All staff members, from the receptionists to the practitioners, undergo Curaden’s iTop training on a regular basis, a three-level programme on the demonstration and explanation of prophylaxis as more than just fluoridation. In the long run, the concept is intended to change the role of the dental practice, moving away from restoration towards prevention, while ensuring the practice remains profitable.

“Therefore, it is important that every member of the staff be able to explain the principles and products of our philosophy to the patient,” Adam said.

The clinic offers the complete spectrum of dental treatment, ranging from check-ups to implant therapy. A separate whitening room is to be established in the months to come, although whitening procedures, according to Adam, are already part of the clinic’s extensive offering.

Located at 73 New Bond Street in London, the Curaden Dental Clinic is open Monday to Friday from 9.30 to 18.00 (except Thursdays, from 10.30 to 19.00) and on the first Saturday of the month. More information is available at www.curaden.clinic and via e-mail (newbondstreet@curaden.clinic) or telephone (0207 499 9806 0207 499 9806).