The next step for GBT clinicians: why branding, marketing and PR matter more than ever

Clinical excellence is only part of the picture – here’s why more dental professionals are embracing communication and branding as tools for growth.

Guided biofilm therapy (GBT) has transformed the way dental professionals approach preventive care. With its patient-centred focus and evidence-based workflow, it offers a gold standard in biofilm management – delivering measurable improvements in oral and systemic health.

But as more clinicians adopt GBT, a new question is emerging: how can we ensure patients understand the value of what we, as dental professionals, do?

The answer lies not only in clinical delivery, but in how we communicate, differentiate and lead. Increasingly, GBT clinicians are recognising that branding, marketing and public relations are not business buzzwords – they’re essential skills for growing trust, engagement and long-term impact.

Beyond the chair: the rise of the GBT brand

A strong clinical reputation is built on outcomes – but strong professional branding is built on perception, consistency and connection. For GBT providers, this means being clear on what sets your practice apart, how you communicate your values, and how you create an experience that patients want to share.

Branding is more than a logo. It includes:

• Your tone of voice and patient messaging
• The values that guide your team culture
• The way your practice is presented – both online and in person
• The emotional impact of your care

When all of these elements align with your GBT ethos, you’re not just offering a service – you’re building a recognisable and trusted identity.

Getting found, chosen and remembered

For many dental hygienists and therapists, marketing can feel overwhelming – or even outside their role. But when done with purpose and authenticity, it becomes a tool to educate and empower patients. From Google reviews and newsletters to social media and community outreach, GBT clinicians are using multi-channel strategies to:

• Share before-and-after stories
• Promote the science behind GBT
• Encourage recall visits and regular maintenance
• Build rapport long before the patient steps through the door.

What matters most is clarity and consistency. A great message, shared in the right place, can transform awareness into action.

Why PR is part of the patient journey

Public relations – whether that’s speaking at an event, being featured in local media, or winning an industry award – is often seen as a luxury. But in reality, it’s a way to increase visibility, credibility and trust.

Patients increasingly want to know who is behind their care. They want to see professionals who are passionate, involved and recognised by their peers. For GBT clinicians, this presents a huge opportunity: to use PR not for ego, but for education.

When your name is associated with clinical leadership, innovation and preventive care, you don’t just attract patients – you inspire confidence.

Join me at the GBT Summit London 2025

A live demonstration you won’t want to miss

If you’re ready to grow your clinical skills and professional presence, the GBT Summit London 2025 is the place to be. Taking place on Friday 31 October at Royal College of Physicians, the event brings together the UK’s most passionate preventive care professionals for a full day of education, inspiration and connection.

As part of the day, I’ll be delivering a live GBT treatment demonstration, walking you through all eight steps of the protocol in real time. You’ll get to see exactly how I apply GBT in daily practice – from assessment to recall – and I’ll talk you through the clinical rationale, workflow and communication strategies I use with every patient. You’ll also have the chance to ask questions and gain direct insights during the session.

Whether you’re completely new to GBT or looking to refine your approach, this is a unique opportunity to see the protocol come to life – and understand how it can transform both your patient outcomes and your confidence as a clinician.

I can’t wait to share this experience with you.

This article is sponsored by EMS.