We were chuffed to bits to win ‘Start-up of the Year’ at the inaugural Cambridge Independent Business Awards last week. We’re thrilled that the judges recognised well:o’s innovative approach to dental hygiene in Cambridge. We thought we’d take this opportunity to share a bit more about how well:o started, what we do and why.
Well:o — bringing dental wellness to life
We’re on a mission to take the UK out of dental crisis and towards dental wellness. In a world where wellness is a priority but oral care is still a chore, Well:o exists to make it easy and enjoyable to have a dental hygiene treatment.
We launched the UK’s first dental wellness studio in November 2023, disrupting the dental industry with a completely new approach:
Empowering dental hygienists and therapists to lead treatment, without the need for a dentist referral
Inspiring people to change how they view and manage their oral health, contributing to better overall health outcomes
Easing the dental access crisis, which is particularly acute in Cambridgeshire, where less than 20% of the population has seen an NHS dentist in the last 12 months.*
An Anglo-German origin story
When our founder Felix moved to the UK from Germany, he was surprised how hard it was to get a dental hygiene appointment. He was told he needed to see a dentist first, and it was six months before he was in the hygienist’s chair.
Felix was used to having a dental hygiene treatment every 3-6 months — the German health system incentivises preventive care. He thought there must be a quicker, less costly way… and surely he could get Brits more excited about taking care of their long-term health?
Felix teamed up with dental hygienist and therapist Shelley Belgrove, and brand & marketing strategist Rose Van Orden, to invent an entirely new approach.
What we do differently
Well:o’s big innovation is the empowerment of dental hygienists and therapists to lead treatment. For over ten years, since the General Dental Council authorised ‘Direct Access’, it’s been possible to see a hygienist without a dentist referral. But until now, no-one has made this easy enough to make a difference.
The direct access model, enhanced by Well:o’s convenient CB1 location next to Cambridge station, simplifies people’s journey to better oral health.
That Well:o feeling
By fusing expert dental hygiene treatments with a beauty ethos, Well:o creates a spa-like environment where even anxious patients feel at ease.
It all starts with the Well:oers — our clinical team of dental hygienists, therapists and nurses — and the care and passion for oral health that they bring to our patients.
Our hygienists and therapists are equipped with best-in-class cleaning technology, including Guided Biofilm Therapy and Air Polishing with Airflow®. This offers a highly effective and pain-free clean which most dental practices charge extra for. We use it as standard in every treatment.
Most importantly, every patient leaves with a smile on their face. We couldn’t be prouder of their feedback:
“What an absolute revelation. My first visit to Well:o was transformative. I’m actually looking forward to my next appointment!”
“Hands-down the best dental hygiene appointment I’ve ever had.”
“Beautiful calming surroundings – unlike any dentist I’ve been to.”
“This is a special place … Days later, my teeth still feel cleaner than they have been for a long time.”
“Exceptional service in a very friendly and welcoming environment … the future for oral healthcare.”
(Excepts from some of our 5-star Google reviews)
Promoting the power of preventive health
The UK has toothache. In recent years, the number of active NHS dentists in England has dropped to its lowest level in a decade, creating a severe dental access crisis. Six million adults have tried and failed to get a dentist’s appointment in the past two years, with younger adults and minority ethnic groups being the most affected. This lack of access has led to an overall decline in dental health, with a 46% increase in oral cancer deaths between 2011 and 2021.**
Cambridgeshire is one of the UK’s worst affected ‘dental deserts’.*
We’re determined to help take Cambridgeshire — then the UK — out of dental crisis and towards dental wellness. We want to inspire and enable more people to take control of their oral health. By encouraging preventive care, we aim to reduce the need for dental treatments in the future, contributing to a healthier population overall.
This proactive approach not only improves oral health but also has positive implications for overall health. A growing body of evidence links oral health to the health of the heart, gut, immune system, and cognitive function.
We’re just getting started…
So far, Well:o has welcomed over 700 patients. We’re thrilled to have a 5-star Google rating. Well:o has been talked about on BBC Radio Cambridgeshire and covered in local press including the Cambridge Independent. Alongside winning ‘Start-up of the Year’ at the Cambridge Independent Business Awards, we’re thrilled that Business Awards UK recently named us Cambridgeshire’s ‘Best Health and Wellbeing facility’.
We aim to roll out nationally over the next 5 years. We couldn’t have hoped for a better launch location than Cambridge.
Sources:
*Research by Onward think tank, via the Telegraph, May 2024
**GP Patient Survey Dental Statistics; January to March 2022, England; Oral Health Foundation via BBC
