People can be very particular when it comes to choosing a dentist. And once found to provide a good service, they tend to stick with that individual even if they move out of the area, sometimes travelling hundreds of miles for a regular check-up.

But Claire Hudson principal of Cromwell Park Dental Care just outside Chipping Norton reckons that many are simply unaware that highly advanced dentistry can be available under their noses.

Her surgery has just moved into newer, spacious premises with contemporary decoration and plenty of car parking.

The location matches the new techniques being used, including one of the first half dozen Cadent iTero machines to reach the UK.

“This is fabulous— pioneering digital dentistry,” said Dr Hudson.

The machine uses digital mapping to create an accurate image of the mouth which can then be used to create crowns, bridges and veneers that fit exactly.

“The iTero avoids the messy and less accurate process of taking moulds, which eliminates concerns over dimensional stability. Using iTero takes little extra time and avoids the gunge, gagging and unpleasant taste, so it’s very popular.”

The conversion of the long-established practice into a centre for digital dentistry began in 2006 when Dr Hudson took over the practice.

Well-respected local dentist John Peterkin had scaled down from three practices to one and was looking to retire, although he stayed on for some years to smooth the transition.

Since then the practice has grown steadily, moving from a three-and-a-half day practice to five-and-a-half days with extended hours to fit patients' busy lives.

The hygienist’s hours have also been extended and a specialist periodontist and implant surgeon has been added to the team, meaning expertise for gum disease and tooth implants (permanently fixed replacement teeth) is now on tap while the practice acts as a referral centre for other surgeries.

The growth of the business continued until the premises were at bursting point not helped by an ever-growing list of rules for dentists to comply with for cross-infection control and health and safety. Dr Hudson explained: “Take the decontamination room — we now have to have a specialised room to keep the cleaning of dirty instruments separate from the surgeries and even channel the airflow through the room so that it goes in a certain direction.”

She added: “Those requirements and the expiry of the lease spurred me on to move and I wanted to buy premises rather than renting. In the end I bought a two storey building even though we only need the ground floor at the moment.”

Dr Hudson is quite clear about what she is doing and why she has been able to grow the business in this way, taking on risk.

“Even when I took over the practice I knew I had want to move when possible,” she said.

“We are offering high end, state-of-the-art dentistry and we want to treat each patient as an individual.

“When I decided to make the move I knew it would be a real challenge but I think that if you are at the right stage in your career you can focus on the bigger picture and recognise you need to take a risk in order to grow a business.

“It is not the first time I have taken a risk — after all, when I bought the practice I was the youngest female principal in the UK. Having said that, I would not say I have never lost sleep over it all.” As it turns out it looks like one of the first hurdles, finding tenants for the upper floor, has been cleared, so the gamble is beginning to pay off.

Extensive building work was necessary to convert the new unit from offices to a dental practice.

Dr Hudson worked closely with local architect John Hallam and builder Joe Johnson of Chipping Norton Builders, to get everything done.

“A few things didn’t go as expected, but we knew that would happen, and Joe was always there with solutions instead of problems.

“And we have had massive amounts of positive feedback from all of our patients.”

There is still space for expansion on the light and airy ground floor of the new building, which is only 100-yards from the old one. There is a further fully-equipped surgery and Dr Hudson will soon be looking for dentists to add to the practice, which will mean extra work for dental nurses as well.

With clear objectives and a pragmatic attitude to risk it is clear that Dr Hudson will be taking Cromwell Park Dental Care on to newer and greater heights in the future. ib