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Time for some good news… Michael Sultan

Michael Sultan - Endocare

It is well documented and often discussed that the professional climate we work in at the moment is an unhappy one, and there is a lot of uncertainty and disharmony with the regulators and governing bodies.

Indeed a recent news report that suggested doctors and dentists should ‘snoop’ on colleagues to ensure they are not prescribing too many antibiotics made me question the amount of negative press the healthcare professions receive.[i] We have all heard about the dangers and concerns around the over-prescription of antibiotics and the inevitable antibiotic resistance crisis, and certainly action is required to counteract the rise in the unnecessary prescription of these medicines.

However, this report appeared to be yet another negative piece designed to make doctors and dentists worry about every move they make. Rather than galvanising the profession into action, the effect that this will have will be to encourage the opposite. Doctors and dentists soon won’t feel able to do anything at all because they’ll all be too frightened to do something wrong.

It’s interesting to note that there is so much negative press in the news towards doctors and dentists, and yet at the same time, a recent report from the NHS, a Summary of the Dental Results from the GP Patient Survey: July to September 2014, showed that the majority of NHS dental patients rate their care as positive.[ii] Indeed we hear more about the failures and mistakes and horror stories form the profession than the good news stories – of which I am sure there are many. To a certain extent this is to be expected, it’s how the national media works, but who is there standing up for us? Shouting about the amazing things UK doctors and dentist do on a daily basis? Yes there can be issues in dentistry around pricing and communication, as highlighted by the Which? report, but anything positive seems to get swept under the carpet.

Of course the GDC’s job is to regulate us, not to promote the profession. So who is out there actively advocating the good things about dentistry? Who is supporting better oral health and the excellent, tireless, often thankless work doctors and dentists do?

The national media is all too quick to vilify and denigrate the healthcare professions, when what we really need is a series of good new stories. Perhaps we should all stop and consider something amazing a colleague has accomplished lately; or an instance where someone has gone above and beyond the call of duty. Share this story with your peers and friends and maybe we can all start to spread a little good news.

For further information please call EndoCare on 020 7224 0999

Or visit

Dr Michael Sultan BDS MSc DFO FICD is a Specialist in Endodontics and the Clinical Director of EndoCare. Michael qualified at Bristol University in 1986. He worked as a general dental practitioner for 5 years before commencing specialist studies at Guy’s hospital, London. He completed his MSc in Endodontics in 1993 and worked as an in-house Endodontist in various practices before setting up in Harley St, London in 2000. He was admitted onto the specialist register in Endodontics in 1999 and has lectured extensively to postgraduate dental groups as well as lecturing on Endodontic courses at Eastman CPD, University of London. He has been involved with numerous dental groups and has been chairman of the Alpha Omega dental fraternity. In 2008 he became clinical director of EndoCare, a group of specialist practices.



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Facebook Advertising For Your Practice

Facebook Advertising For Your Practice

Facebook Advertising

Neil Sanderson

I’m sure when you think of Facebook Advertising you probably think of having to post all the time and interact with your friends or the people who have liked your Facebook page, which by and large it is, but there is another way to manage Facebook Advertising.

As I mentioned in a recent blog, Facebook recently became a publicly listed company, which means that is now has to answer to its share holders, and they are interested in just two things (a) increasing their share value and/or (b) getting a regular dividend.

In order to satisfy this requirement, Facebook has suddenly become very business minded and they now offer a wide range of advertising opportunities for the likes of you and I and Facebook Advertising has become a very good and relatively cheap way to get your message out there.

To advertise on Facebook you have to have a Facebook page and of course be the administrator of it, but you don’t have to post regularly on it, the advert will do the job for you. Facebook Advertising works very similarly to Google PPC (per per click). This means that whenever someone clicks on your advert and is taken either to your website or to your Facebook page you are charged a fee.

Compared to Google this fee is very reasonable (usually about a quarter of the price), however it has to be said, it will never be as targeted as Google is simply because there is nothing that is as targeted as Google Adwords.

However if you are trying to reach a particular group of people with a particular profile, Facebook advertising (PPC) is very, very good.

With Facebook advertising you can not only decide which area you want to aim at e.g. your postcode but you can also target whether the person who sees your advert is female or male, what age group they are, what is their marital status (even if they are engaged). You can specify particular interests they may have.

So for instance you could run an advert that will only be shown to someone who is female, who is between 25 and 35, who is engaged, who likes dogs, who likes going on holiday etc. etc.

There are no other platforms that will  let you get down to this level of detail for display advertising (Google is search advertising). You can set up a Facebook Advertising campaign for just a couple of pounds per day and so long as you get your targeting correct it will almost certainly pay for its self.

Facebook advertising is also the quickest way to get people to like your Facebook page and the best part is that you will only be getting likes from the people you are directly targeting, as opposed to buying likes from disreputable sources (don’t touch them).

The best thing about Facebook advertising is that you can send traffic from Social Media to your website with is where you ideally want people to go.

If you need help and advice with Facebook advertising, call me on 01767 626 398 or email me at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit my website

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