Speakers

Anna Roberts is Director at MiSmile Media and a marketing expert with over 17 years’ experience in the dental industry. During her career, she held marketing management roles at Henry Schein Dental and Align Technology, giving her first-hand experience of how some of the industry’s leading organisations connect with both clinicians and consumers. In 2024, Anna completed her MBA, further strengthening her expertise in business strategy, leadership and marketing. Her specialist interest lies in emotion-led branding, consumer psychology and the neuroscience behind why people make the decisions they do. She is a firm believer that people are consumers before they become patients, Anna is passionate about helping dentists and dental practices build brands that people genuinely connect with. Her approach moves beyond the generic “vanilla” marketing that has long dominated the profession, focusing instead on creating brands that feel human, memorable and emotionally engaging. Anna is not one to follow convention for the sake of it. She believes the strongest marketing comes from being bold enough to stand apart, brave enough to challenge industry norms, and attentive enough to truly listen to what consumers are telling you through their behaviours, emotions and decisions. She believes the most successful brands are those that create emotional connections, earn trust and make people feel something before asking them to take action. Anna has featured on a number of podcasts and industry interviews, sharing her perspectives on branding, consumer behaviour and the evolving role of marketing in dentistry. Through her work, she is becoming recognised as a trusted voice on brand strategy, consumer psychology and creating marketing that resonates on a genuinely human level.