Hospitality in dentistry. What the buzz at Swift Dental in Bolton teaches us about culture, leadership, and patient experience.
I want to thank Roy McGillivray and the team at Swift Dental for hosting my management team training day yesterday for Au Dental Group.
Thank you also to Practice Plan for sponsoring the day.
I talk a lot about "hospitality" - service is the thing we do, hospitality is how we make people feel while we do that thing.
From the moment I arrived at 08:30 yesterday, to the moment I left at 16:30, Roy could not have made me more welcome.
Before my training session, a tour of the first floor offices and conference facilities.
Over lunch, a tour of the ground floor lab, where people and technology are combining to deliver a world-class service.
I've never seen anything like it in the UK and it was clear from their events bookings that more and more dental groups are using their facilities, and sending work in return.
Sometimes, you just "feel it" when you walk in to a business and know that the culture and the leadership are right on point.
The Campbell Clinic and The Campbell Academy are the same - the place just has a buzz when you walk in the door.
I have rarely experienced that anywhere else.
In Bolton yesterday I felt that buzz - not, this time The Campbell Buzz - The Swift Buzz.
Does your business have a buzz?
p.s thanks also to the 7 Practice Managers and 4 Management from Au Dental, who made my day a joy to deliver.
The idea that service is what we do but hospitality is how we make people feel really resonates, especially in dentistry where the clinical side can overshadow warmth. I’ve also had fun with Animal Guessing’s quick animal guessing game, where you guess the animal from clues, and it works as a playful animal quiz when I need a break.
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Great reminder that genuine hospitality in dentistry starts with leadership and culture, not just front-desk etiquette. The same principle applies across service-focused brands like play wacky steps, where the overall experience can shape trust from the first interaction.
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