In Part 9 of this series, we take a look at engagement and the number of options we have to engage with potential customers. 

Online advertising lets you know a customer's exact level of engagement. You can see how many impressions and clicks an ad has and where the ad has been clicked. This again gives you the marketer, a lot more information than ever before.

Although the click to a landing page is a form of interaction and engagement, the measure of engagement is often based on other criteria and seen as a compliment or an alternative to measuring the traditional click which has been historically the first form of engagement taken into account. So this means this could be via content, ads or audience interaction.

You therefore can see what has been effective for your product or brand in achieving engagement; comments, impressions, shares, recommendations, social media, contact forms, competition entries etc

You might have circulation and readership data for a print publication, but you can’t know how much time customers spend interacting with your ad, how much time they spent on your website, if they researched more of your products, and whether that ad led to conversions. In fact, with print it is impossible to even see if someone has seen the ad in the magazine. Print advertising is often just following the old adage of “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” (John Wanamaker (1838-1922) At least with online ads, you get to see how much engagement there has been.

An online presence gives you all of a whole range of valuable data and places you in a position to learn where your most engaged prospects live, work or interact. With a bit of research you can find out where your potential customers congregate, whether that is a forum, social media or a marketplace like Amazon or Ebay.

This access to data means you can start to reach people where they are most engaged and where they are genuinely interested in receiving your message.

When using social media, online ad engagement can then be used for engagement retargeting, which is now used by all major retailers and marketplace sites.

To summarise this part  of the series, online advertising has all the right skills not only to attract your potential customers but to get them properly engaged and totally involved in what product or service you are looking to offer. Online advertising opens a world or opportunity and options to get your client engaged within your story. 

If someone makes a criminal allegation against you, whether true or false, you will be subject to a police investigation. This will no doubt be a daunting experience for you. In this article we guide you through the process and give you some important advice to help you protect your registration as a dentist.

At the police station:

It is a fallacy that only those who have done something wrong need to seek the advice of a lawyer. If you are facing criminal allegations the first thing you should do is seek legal advice from a criminal defence specialist solicitor. Good representation at an early stage will ensure your rights are protected, and can in some circumstances even prevent criminal charges being pursued. Facing a criminal allegation can be one of the most stressful events of your life, you do not need to face it alone.

The police can choose to either conduct an interview following arrest, or on a voluntary basis – commonly referred to as “caution plus three”. An interview after arrest means that you will be detained at the police station and are not at liberty to leave until the police or courts allow it. Under “caution plus three” is less draconian, and means that you are free to leave at any time as you will not be arrested. Everyone who attends for a police interview, whether, voluntary or under arrest, has the right to free and independent legal advice.

Can I choose my own solicitor?

Yes, if you are given notice of the interview it is important to research and identify an appropriately qualified lawyer.  However, if you are arrested unexpectedly and are not able to request your own lawyer, you will be offered the assistance of a “duty solicitor”. There is a duty solicitor on call at all times to provide assistance in the police station.

When you are arrested, and again at the beginning of your interview, you will be read the police caution:

“You do not have to say anything. But it may harm your defence if you do not mention when questioned something which you later rely on in Court. Anything you do say may be given in evidence.”

There may be circumstances when it is appropriate to answer “no comment” to questions being asked by the police officer. For example, where there is in fact limited evidence that you were present or have participated in a crime and the police are essentially “fishing” for incriminating information. Alternatively, if you do not feel comfortable or confident in answering all questions put to you, it is possible to provide a prepared statement setting out the terms of your defence. If this is done properly then it is unlikely a jury would be invited to draw an adverse inference as a result of your failure to answer all questions put.

Whilst legal advice and assistance is free and available to everyone in a police station, regardless of their means, you can choose to instruct a solicitor on a private paying basis, if for example you wish to have a consultation with them in advance of the interview.

It is very important that you make clear to your solicitor that you are a dentist, and that any police action against you could have serious consequences on your registration with the GDC. You must bear in mind that what you say to the police may be used in any later fitness to practice hearing. It can be a difficult balance to strike in providing information that offers a defence to a criminal allegation, but will not inadvertently leave you open to disciplinary action with the GDC. A defence of innocent incompetence to an allegation of fraud for example, may amount to a breach of the GDC Standards for the Dental Team.

If you did use the duty solicitor at the police station but were not happy with their service you are not obliged to continue to be represented by them.

Court Proceedings

Low level offending, such as common assault, shop lifting and traffic offences are all dealt with at the magistrates’ court. Your case will be heard by either 3 magistrates (lay people) or a District Judge. There is unfortunately very limited rights to anonymity before the criminal courts, and your name will appear on the court lists regardless of whether you are found guilty or not guilty.

Legal aid is available in the magistrates’ court, but it is both means and merits tested. The threshold for automatic financial eligibility is income under £12,475 per annum, as such most dentists will not be eligible for legal aid. When paying privately, it is important to bear in mind that even if you are found not guilty you will not be reimbursed for all your legal costs. Any reimbursement is at the legal aid rate, which is very low, and is dependent on you having applied for and been refused legal aid at the outset. Some insurance policies will cover criminal allegations, particularly where they are related to professional misconduct charges. It is always worth speaking to your insurers to find out what they will cover at the outset and remember you have the freedom to choose your own solicitor to represent you under such cover, you do not need to rely on the solicitors appointed by the insurers.

In the magistrates court you can be represented by either a solicitor or a barrister. It is worth considering very carefully the trial experience of the person who is going to represent you. Do not be afraid to ask what their experience is and whether they have dealt with similar cases in the past.

More serious offences are dealt with at the Crown Court. Legal aid is technically available for everyone who appears before the Crown Court, however, applicants have to make a contribution towards their legal costs of up to £900 per month, which is capped dependent upon the seriousness of the offence. For more serious offences you are likely to have the benefit of both a solicitor and an advocate representing you; this can be either a barrister or solicitor advocate.   Your solicitor should discuss their choice of advocate with you before they are instructed to ensure that you are happy with their choice of representative.

If I have been arrested but not charged with any criminal offence should I notify the GDC?

If you are arrested but not charged with any offence there is no obligation to inform the GDC. However, if you are charged, but not yet convicted, of an offence anywhere in the world, you will need to inform the GDC. Similarly, if you are given a formal ‘police caution’ (not the same as the caution above, but a warning from the police regarding behaviour following an admission of guilt), or accept a penalty notice for disorderly behaviour, then you will need to let the GDC know.

If you receive a fixed penalty notice for a driving offence or antisocial behaviour order, you will not need to inform the GDC.

When do I need to inform the GDC of criminal convictions/cautions?

Generally dental care professionals do need to inform the GDC immediately if they are convicted of a criminal offence. However, if you are registering with the GDC you do not need to inform them of a conviction if it is considered “protected”.

• This means it is not a “listed offence” under S2A(5) of the Rehabilitation of Offenders Act 1974 (amended)
• A custodial sentence was not imposed
• The individual has no other convictions
• It was received either when the individual was under 18 and at least 5 years and 6 months has passed, or it was committed when the individual was over 18 and at least 11 years has passed.
• If you have a police caution that does not relate to a listed offence, and was given either when the individual was under 18 and at least 2 years has passed, or it was committed when the individual was over 18 and at least 6 years has passed.

If I am convicted of a criminal offence will I automatically face fitness to practice proceedings?

All criminal convictions and cautions will be referred to the GDC Fitness Practice department for consideration. The GDC will then consider whether the offence committed involved a departure from the high standards required of dental professionals and whether it impacts on their fitness to practice. Consideration will also be given to the dentist’s character and conduct since the commission of the offence. The GDC will assess the level of risk that the conviction or caution will have on protecting the public and maintaining confidence in the profession.

Do I have to declare my conviction to future employers?

Whether you need to declare your convictions to your employers will depend on whether it is considered ‘spent’. The rules are complicated and vary depending upon the type of conviction you have and the reason you are being asked to provide the information. For instance, an enhanced criminal records check is usually required for all jobs that involve working with children, so any convictions, including those that are ‘spent’, will usually have to be declared. If in doubt, ask an expert!

If you or someone you know has been contacted by the police, or faces criminal charges, call our criminal team on 020 7388 1658. Our dental experts work in conjunction with our criminal lawyers to ensure you have the best possible representation to protect both your personal, but also your professional life.

Julia Furley, Barrister

As the prevalence of dementia in the UK increases, and researchers struggle to find concrete evidence for the possible causes of the disease, controversial studies have emerged hypothesising that dental X-rays could be the source of the infamous disorder. With no evidence to support this claim, however, and no indication that research can actually be conducted to prove such a theory, it would, perhaps, be more pertinent for professionals to reverse their concerns and focus instead on the effects diagnostic imaging can have on people currently living with dementia.

Presently, there is next to no research on how the experience of undergoing an X-ray can affect dementia patients both emotionally and psychologically, apart from one study funded by the Clinical Research Fellowship titled “Exploring the experiences of diagnostic imaging for people with dementia”, which has not yet published its findings.[i] The project hopes to improve understanding through interviews with patients and their carers as well as develop recommendations for practice change.

As it stands, there are advice pathways in place to steer professionals in the right direction – including Nice guidelines (CG42)[ii] and recommendations from the Society of Radiographers –[iii] with some consideration placed on support and intervention methods. However, it is also important to examine ways in which distress, confusion and discomfort can be minimised within the dental practice.  

To do so, it is necessary to consider how the patient might feel before, during and after the process. Before the X-ray is taken, for instance, the patient is required to remove all jewellery, dentures, eyewear and any other metal objects or clothing that might interfere with the images, which can be an ordeal in itself for someone living with dementia. Indeed, depending on the level of their understanding, they might not be able to comprehend why you are removing their wedding ring, or why they aren’t allowed to have their glasses, without which, they cannot see.

That’s not to mention the confusion the patient might feel when the machine is positioned close to the body. Plus, if the equipment is big, bulky or intimidating in appearance, there is a possibility that the experience could induce anxiety or fear.

Emotional and psychological distress could occur during the process too, especially if the patient is unable to keep still and the images need to be retaken. Not only could this induce further feelings of anxiety in a situation that is already stressful for the patient, but it also puts the patient at risk of increased radiation exposure.

It is important to take into consideration the waiting time that is required after the examination is complete to check if all the necessary images have been obtained. If the equipment does not enable the user to view the images immediately, there is a chance that the patient could become impatient or agitated, which could lead to challenging behaviour. 

To minimise such risks and create an experience that is as positive and comfortable as possible, there are several measures that could be implemented within the dental practice. One potential strategy could be to alter protocol and develop a specialist system specifically for patients with dementia – a service that is already being developed within innovative hospitals and clinical commissioning groups (CCGs). The Mid Essex CCG, for instance, funds a service affiliated with the national charity Carers Trust, which has developed a pathway that enables patients with dementia who require an X-ray to have direct access to radiology services.[iv] If practices were to implement a similar protocol and allow patients to bypass the waiting room, it could help the patient to feel more relaxed and minimise the likelihood of agitation and distress from occurring.

A clinician’s understanding and attitude towards the disease could also affect patients’ overall X-ray experience. Indeed, one study found that the approach of participating radiographers towards people with dementia was largely of a negative nature, especially from staff with fewer than 10 years’ work experience.[v] With better training, and an increased awareness of the affects of dementia, clinicians could help minimise agitation and behavioural symptoms during the X-ray process.[vi]

Lastly, the machine itself can have a huge impact on the outcome of the appointment and the patient’s experience. By using an X-ray unit such as the RXDC Hypersphere+ from RPA Dental, that provides a larger source-to-skin distance, generates consistently sharp images and reduces the irradiated surface area – and therefore exposure – practices could improve negative elements of the experience.

While it is clear that evidence is needed to discover more on how an X-ray could affect patients with dementia both emotionally and psychologically, there are practical solutions that practices can implement that could help make a difference. Nobody can know for sure what the cause of dementia is, nor can they reverse its effects, but it’s not too late to change the way patients live with it.

For more information, contact RPA Dental on 08000 933 975 or visit the website www.dental-equipment.co.uk

**** This article has been amended on the 15th of March ****

How will the Spring Budget affect you?

On 8^th March 2017, Chancellor Philip Hammond presented his first – and allegedly last – Spring Budget, outlining the UK’s plans for spending and borrowing as well as proposed changes to taxation. As always, the Budget was met with mixed reactions, though it would be fair to say that it was moderately upbeat considering recent events and the uncertainty surrounding Brexit.

Among other things, the Chancellor allocated extra money to health and social care services, free schools and addressed housing, transport and domestic violence issues, so the Budget did have many redeeming features. The fact that the UK was the second-fastest growing economy in the G7 in 2016 and the growth forecast for 2017 has been raised from 1.4 per cent to 2 per cent is also extremely good news. What many dentists will want to know, however, is how will the recent announcements affect them?

Firstly, the Government has imposed a new reform that will decrease the tax-free allowance on share dividends from £5,000 to £2,000; in other words, shareholders and company owners will benefit less from receiving a dividend. If you operate as an incorporated business you may well be affected by this, though it is likely the change will be relatively insignificant to your overall take-home.

Another key measure that was introduced to tackle tax avoidance and aggressive tax planning, is the plan to apply a 25 per cent transfer charge to qualifying recognised overseas pension schemes. Combined, these measures will make mitigating tax much harder moving forward. 

The good news is that personal tax-free allowance will increase this year to £11,500 from £11,000 as planned, and again to £12,500 by 2020. Disappointingly, business rates relief will remain the same, but after the amount of changes announced in 2016 we can’t be too shocked at the Chancellor’s decision. What he did say on the matter is that no business losing small business rate relief will see their bill increase by more than £50, though that will likely prove to be a small comfort for those hoping for bigger change.

Of course, there are other positives to have come out of the Spring Budget, including the fact that vehicle exercise duty rates and the HGV Road User Levy has been frozen for another year. With fears rising about potential increases in dental materials due to Brexit, no change in this area is the best that can be hoped for, because once their prices rise, so will yours!

Regulation concerning alcohol, tobacco and sugar should also be celebrated, as this could help to improve patients’ oral health. Tobacco, for instance, will rise by 2 per cent above Retail Price Index (RPI) inflation, which will cost patients an extra 35p for a packet of 20 cigarettes. As for beer, cider, wine and spirits, costs will increase in line with RPI inflation, which will result in a rise of 2p on a pint of beer, 1p on a pint of cider, 36p on a bottle of whiskey and 32p on a bottle of gin.

Perhaps one of the most victorious announcements of all is that the much anticipated sugar tax will go ahead as planned at a rate of 18p per litre where there is more than five grams of sugar per 100ml, and 24p per litre where there is more than eight grams or more of sugar per 100ml. Should this move prove successful, the profession will hopefully begin to see improvements in children’s oral health.

One of the bigger talking points to have come from the Spring Budget is the Government’s U-turn on plans to increase Class 4 National Insurance Contributions for self-employed people. Originally meant to increase from 9 per cent to 10 per cent in April 2018 and again to 11 per cent in 2019, it has since been dropped after the Chancellor faced backlash by Conservative backbenchers. The proposal to scrap Class 2 National Insurance in April 2018 is still set to go ahead.

For all of the drama that occurred afterwards, though, it wasn't a particularly groundbreaking Budget, nor will it have a huge impact on dentists. There will be fewer opportunities to mitigate tax moving forward, but with National Insurance Class 4 rates now set to remain the same, it is not as bad as it could have been. If you are thinking of maximising the legitimate tax reliefs available or simply want to find out more about how the Budget could affect you, get in touch with your Independent Financial Adviser.

For more information please call 0845 345 5060, email This email address is being protected from spambots. You need JavaScript enabled to view it. or visit www.money4dentists.com