The seeds of change: “Practices that start now will dominate tomorrow”

Dental Tribune International

Fri. 16. May 2025

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Taking place alongside the Dental Technology Showcase and supported by the International Digital Dental Academy, this year’s British Dental Conference & Dentistry Show aims to help dental professionals to stay ahead of the fast-moving technological curve. Leading dental business authority and coach Chris Barrow is holding an educational session at the congress that delves squarely into the future of the dental industry. Dental Tribune International spoke with him about the promise of key digital dental tools and concepts for forward-thinking dental laboratories and clinics.

Mr Barrow, how has the integration of intra-oral scanning transformed the patient journey, and what impact has this had on patient engagement and clinical outcomes?
The arrival of intra-oral scanning has revolutionised not just the clinical workflow but also the emotional journey for the patient. Patients are no longer passive recipients of dental treatment; rather, they become active participants from the very first scan. Seeing a live 3D image of their own teeth builds trust, understanding and urgency. Clinically, intra-oral scanners have improved precision, reduced remakes and accelerated workflows, but the real magic lies in engagement: patients who see are far more likely to say yes.  

Chris Barrow is a coach and leading authority on dental business. (Image: Chris Barrow)

The concept of the digital treatment coordinator is gaining traction. In what ways is technology enhancing the role of treatment coordinators, and how can practices leverage this shift to improve communication and conversion rates?
The treatment coordinator role has evolved from being an optional extra to an essential strategic function, and technology is the catalyst. To create seamless patient journeys from initial enquiry to completed treatment, today’s digital treatment coordinator uses customer relationship management systems, instant communication platforms and lead tracking that employs artificial intelligence (AI). Practices that equip their treatment coordinators with digital tools—the whole range, including patient pipeline tracking and instant video consultations—are seeing higher conversion rates, faster decision-making and stronger relationships. 

In light of modern dental therapists now working to the full General Dental Council scope of practice and incorporating intra-oral scanners into workflows, how do you see their role evolving within multidisciplinary teams?
Dental therapists are stepping into a golden age of opportunity, and smart practices are already reshaping their teams to reflect this. With intra-oral scanning technology in hand, therapists can deliver preventive, restorative and cosmetic treatments of an exceptional standard. The multidisciplinary practice of the future will see therapists not as junior partners but as core providers of care, freeing dentists to focus on high-value, high-complexity work. The key to success lies in empowerment: therapists must be given the training, autonomy and technology that is required for them to flourish.  

Chairside dentistry and the one-visit crown have redefined treatment timelines. What infrastructure and mindset shifts are necessary for practices to successfully implement this model?
Implementing a one-visit crown model is not about buying a machine; it is about redesigning an entire operational mindset. Clinicians looking to implement the model need digital impression technology, chairside fabrication and highly trained staff; however, above all, they need to stop thinking of dentistry as a multiple-visit process. The winning practices are treating time as the new currency: delivering exceptional results faster, saving patients’ time and boosting chair efficiency. The mindset? Speed without compromise. 

Guided dentistry and AI note-taking are both centred around predictability and efficiency. How do these technologies contribute to clinical safety, audit compliance and the overall profitability of a practice?
Guided dentistry takes the guesswork out of procedures, leading to safer outcomes, fewer complications and greater patient trust. AI note-taking automates one of the most laborious parts of clinical life in a way that ensures compliant, detailed and legally robust records. Together, they free the clinician to focus on patient care, improve audit readiness and dramatically reduce the cost of human error or missed compliance deadlines. The best practices are using these technologies not just for safety but as marketing points to attract patients that are tech-savvy and quality-conscious.  

“The old ways of one post a week and hope are over.”

Lastly, as AI tools like ChatGPT begin to reshape digital marketing in dentistry, what strategies should forward-thinking practices adopt now to position themselves as leaders in this new landscape of AI-driven search and content discovery?
The old ways of one post a week and hope are over. AI is reshaping search behaviour, and patients are asking smarter questions and expecting to receive smarter answers even faster. To take the lead in this context, forward-thinking practices should be doing several things, including creating authentic, AI-optimised content that answers real patient queries. They must also create hyper-personalised marketing journeys through AI-driven segmentation. The use of AI tools will ensure that practices can more rapidly engage with and respond to their audience and adapt their messaging daily instead of yearly. Practices that start now will dominate tomorrow, and those who wait will vanish from visibility.

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