With patients having more choice than ever, building a successful dental practice means understanding what makes it different, who it wants to attract and how it makes patients feel. 

These were among the key themes explored during an engaging panel discussion at Dentistry Show London 2026, chaired by broadcaster Trishala Lakhani. 

Bringing together three perspectives on practice success, the packed session featured Lucie Simic, dental business consultant; Mark Topley, leadership and culture consultant and author of The Exceptional Dental Team; and Dr Manrina Rhode, cosmetic dentist and founder of DRMR Clinic and Academy. 

Together, they explored how clear positioning, a strong team culture and an exceptional patient experience can help practices build lasting relationships and stand out in a crowded marketplace. 

You can't be everything to everyone 

One of the strongest messages from the discussion was the importance of knowing who your practice is for. 

The panel challenged the idea that practices should try to appeal to everyone, suggesting that attempting to attract every type of patient can result in a brand that lacks a clear identity. 

Whether a practice positions itself as affordable and accessible or offers a premium, high-end experience, neither approach is inherently better. What matters is being clear about what you offer and ensuring that this is reflected throughout the practice. 

Not every patient will feel that a particular practice is right for them – and that's perfectly fine. A distinctive identity helps attract patients whose needs and expectations align with what the practice delivers. 

It's how you make patients feel 

While clinical excellence is essential, the panel highlighted that it is often the overall experience, rather than clinical treatment alone, that influences how patients perceive a practice. 

From the first telephone enquiry to the welcome at reception, the consultation itself and the follow-up afterwards, every interaction contributes to the impression a patient takes away. 

The discussion reinforced the importance of making patients feel genuinely welcomed, listened to and cared for. 

This also brought team culture into focus. Every member of the dental team plays a part in shaping the patient experience, making it essential that everyone understands the practice's values and the standards it wants to deliver. 

Rather than relying on scripted conversations, the panel encouraged practices to build genuine connections, taking an interest in patients as individuals and creating an experience they will remember. 

Make AI work for your brand 

With artificial intelligence increasingly influencing how businesses approach marketing, the panel also considered how practices can use these tools effectively. 

The message was simple: AI is only as good as the information it receives. 

Without a clear understanding of a practice's identity, values and target audience, AI-generated marketing risks sounding generic and indistinguishable from competitors. 

Rather than relying on technology to define their message, practices were encouraged to establish a clear strategy first, then use AI to help communicate it consistently. 

Take inspiration, but stay authentic 

Looking at what successful competitors are doing can provide valuable inspiration, but the panel cautioned against simply copying their approach. 

What works for one practice may not necessarily resonate with another's patients or reflect its values. 

Instead, practice owners were encouraged to identify the principles behind successful businesses and consider how these could be applied in a way that feels authentic to their own practice. 

Competition, the panel suggested, should be viewed positively as an opportunity to raise standards, strengthen patient experiences and continually improve. 

Standing out for the right reasons 

Ultimately, the discussion highlighted that attracting patients isn't simply about having the biggest marketing budget or following the latest trends. 

It starts with understanding who you want to reach, being clear about what makes your practice different and ensuring that every interaction delivers on that promise. 

From leadership and team culture to communication and patient care, the most successful practices are those that create a consistent, memorable experience. 

The key takeaway? Rather than asking how to attract more patients, perhaps the better question is how to attract the right patients and give them every reason to stay! 

Save the date for Dentistry Show London next year on 1-2 October 2027 at Excel London, when the show returns with more expert insights, practical business advice and opportunities to connect with the dental community.