Nearly three years after launching Bourne Dental at SOBO, Ismail Qazi reflects on how his innovative approach to patient care has propelled practice growth and fostered patient loyalty.
Since opening its doors in January 2023, Bourne Dental at SOBO has quickly established itself as a sanctuary of dental care, where a meticulous, patient-focused approach takes centre stage. Led by practice principal Ismail Qazi, the clinic aimed to redefine the dental experience for those seeking treatments in the affluent coastal town of Bournemouth. It worked, and Ismail and his dedicated team saw a surge in patients all seeking a calmer, more considered and personalised dental journey.
Building on trust and understanding, this foundation continues to motivate. Meeting the evolving needs and high expectations of what today’s dentistry should be remains essential for Ismail.
Three years ago, with his wife, Naz Dawji, Ismail devoted much time and money to creating this dental oasis, transforming the squat into the beautiful clinic it is today. At its core, the edict that ‘no patient should be treated by a stranger’.
Check-ups are typically 60 minutes, and Ismail takes as much time to nurture relationships with those in his chair as he does for their clinical assessment. It’s a cultural shift that many within the profession have taken time to adapt to, but increasingly, practitioners are adopting a slower pace of care, ever mindful of treating the person rather than the mouth. Bourne Dental at SOBO exemplifies this new mindset.
How can anaesthesia contribute to growth?
Interestingly, his choice of local anaesthesia administration has been central to this development, with The Wand a key element of his approach. Many of his patients find him through the practice website and often mention that they made their enquiry because he showcases the technology as part of the drive to create an anxiety-free environment.
From the beginning, he realised that this painless, computer-assisted dental anaesthesia system, often marketed as ‘an innovative and multi-award-winning practice builder’, was genuinely helping his practice to grow. A small but powerful addition to his dental services, it has lived up to the hype.
So, how is this evolving, particularly in terms of patient confidence and attendance? And how has the use of The Wand influenced interest?
Ismail has been delighted with his practice’s development.
‘Since opening, we’ve seen steady and positive growth in our patient base, driven largely by word of mouth and online visibility. Many new patients discover us through our website, and The Wand remains one of the most searched-for features that brings people through our doors. Patients frequently tell us they chose Bourne Dental specifically because we offer The Wand, having read about it online or through reviews.
‘The technology has been instrumental in helping anxious patients overcome their fears, not just of injections, but of dentistry as a whole. Over time, we’ve noticed that once patients experience a truly comfortable appointment, their confidence grows, making them far more likely to attend regularly and maintain their oral health.’
Avoiding cancellations
Up to 25% of appointments are cancelled due to fear of the dental injection and the associated unwanted numbness. According to Dental Sky, the UK’s sole distributor of The Wand, the device can reduce sedation costs and cancellations.
Capable of performing all traditional injections more precisely, comfortably and painlessly, it is becoming a staple of many forward-thinking dental teams.
Despite this, some dentists often hesitate to make the leap – concerned that it may come with a steep learning curve, or significant financial cost. For Ismail, however, this was never an issue.
‘Without question, The Wand has been worth the investment,’ he says. ‘While the upfront cost is higher than traditional delivery systems, the return has been both tangible and intangible. Financially, we’ve seen a clear increase in new patient enquiries linked directly to The Wand, along with improved retention and referral rates.
‘From an operational standpoint, we’ve experienced fewer cancellations and less need for sedation – both of which improve efficiency and profitability. But the true return lies in the trust and loyalty it builds. Patients talk about their positive experiences, and that word-of-mouth advocacy is invaluable.’
In short, The Wand has become a strong USP for Bourne Dental at SOBO and one that sets it apart in a highly competitive area.
‘It aligns perfectly with our commitment to patient comfort and modern dentistry,’ Ismail adds. ‘But, more importantly, The Wand allows practitioners to perform all traditional dental injections with excellent patient comfort, compliance and experience. This results in further patient referrals, as patients will refer friends and family based on their own experience.’
‘A consistently gentle and reassuring experience’
And whilst The Wand has proven particularly appealing to two key groups: patients with dental anxiety (including those who’ve avoided treatment for years) and parents seeking gentle care for their children, he has seen wider appreciation of what it offers his patients.
‘We use The Wand routinely for all procedures that require local anaesthetic. Once you see how much calmer and more comfortable patients are, there’s really no reason to go back. It allows us to deliver anaesthetic more precisely and at a controlled rate, meaning patients don’t experience that sharp sting or post-treatment numbness that many dread. Even those who aren’t typically nervous appreciate the subtlety; they can leave the practice and return to work or social plans without that “fat lip” feeling.
‘Ultimately, it is helping us create a consistently gentle and reassuring experience for everyone, not just those with dental anxiety. We are seeing a growing number of professionals who value comfort and convenience. They are drawn to treatments that minimise downtime or after-effects. Across all demographics, though, there’s a shared appreciation for technology that enhances comfort and trust.’
Ismail maintains that the presence of advanced technology in a forward-thinking clinic plays a significant role in building trust and confidence – and The Wand is part of this.
‘For many patients, seeing advanced, patient-centred technology in use is a clear signal that they’re in capable and caring hands. It demonstrates that we invest not just in the latest equipment, but in their comfort and experience. At Bourne Dental at SOBO, we believe that technology represents the modern face of dentistry, where precision, comfort and compassion meet. That’s what builds lasting confidence and keeps patients coming back.’
This article is sponsored by Dental Sky.
