This morning’s British Dental Journal will carry an advert from Virgin Healthcare, looking for dentists and hygienist/therapists to apply for jobs. 
It is rumoured that they plan to open private dental clinics inside large medical health centres only — up to 7 dentists per site. 
The patients will be those attached to the health centre and they are aiming at affordable family dentistry with cherry-picking for cosmetic cases. 
Virgin Dentistry is currently being formed as a corporate and they could open their first practice by the late summer — the progress will be tied to the Governments schedule to build a open a new breed of large family health centres.  
Chances are that: 
1.    They will advertise nationally to hoover up staff (that’s what Boots did);
2.    Throw money at the marketing;
3.    Create the fear of God in the minds of many dentists; 
I’m surprised at the absence of any apparent NHS commitment — although that speaks volumes for Virgin’s assessment that the NHS sector is not the place to be. 
Family dental practices need to be worried — the cosmetic boys will be OK and those offering a boutique experience. 
My quick assessment is that the over 50’s patient will be OK — they don’t identify with Virgin. 
25-35’s will love it. Affordable families will love it.  
Just off to an 8.00am meeting with a PNC after rolling in to Salisbury at 8.30pm last night in snow. 
Knackered and happy after an excellent week as a coach — best bit being working with Simon in Scotland — we rock.