Ayzaaz and Shiraz
‘Pure Smiles is No. 1. They really take an interest in their patients and the standard of dentistry is excellent… Never a thought of changing.’ – Cindy Lo
‘From both a clinical and personal perspective, the positive consequences of building a good long-term relationship with our patients should never be under-estimated,’ explains Dr Shiraz Akram, co-owner with his brother Ayzaaz of the popular Pure Smiles family dental practice on New Kings Road.
‘Our approach is always to anticipate and plan ahead for preventative or corrective treatments, whether that’s six months or five years down the line. Naturally, that is much more easily done when we’re able to continually monitor changes in our patients’ oral health over a extended period of time. In contrast, a new pair of eyes can never provide such an accurate, informed assessment.
‘Equally important is appreciating how different people respond to and describe their symptoms, and that only comes from knowing them well. One person’s “sharp constant pain” is another’s “it’s really not too bad.” For us, being able to read between the lines is such an advantage.’
Jo and Ania
The Pure Smiles philosophy of forging a patient-dentist connection is reflected by the front of house team. ‘As well as giving a friendly welcome, we like to engage with patients,’ says Practice Manager, Jo Theokli. ‘That’s especially relevant when someone is making an initial enquiry. It’s essential to build a rapport – first impressions do count – and learn about them and their dental history. It’s all very informal: for example, someone might mention a previous bad experience or that they are nervous, and we can pass on that information to Ayzaaz and Shiraz.’
‘What Jo and her team (Noieeda, Ania and Denise) do is our version of triage,’ adds Shiraz. ‘We are not a production line: being aware of and understanding individual circumstances can impact decisions about prioritising or delaying treatment, and with new patients it means that we’re not starting cold.’
With regard to continuity of care, keeping up regular appointments is a must. ‘We do strongly emphasise the necessity of check-ups,’ says Jo. ‘Six months can easily turn into a year, then two years and so on. Rather than putting off visits and only coming in when the symptoms are acute, it’s so much better to give the dentists the opportunity to diagnose and resolve with early intervention.
‘Also, we don’t forget our patents when they walk out of the door. Over the following days we get in touch to see how they are feeling and, if there are any concerns, let the dentist know. It’s old-fashioned customer service.’
Establishing a routine is particularly important when teaching children good oral health. ‘Our mantra is: repeat, repeat, repeat,’ smiles Shiraz. ‘Ayzaaz and I are perfectly happy to be authority figures because it can make a lifetime’s difference – and sometimes children do listen to us more than their parents. In addition, with consistent attendance we’re better able to identify breathing issues and evolving orthodontic needs and, if a complex procedure is ever required, they know and trust us.
‘I’ve been working in Fulham for 20 years, and children who were brought to see me by their parents now come with their own families. It’s definitely unusual to have the same dentist for so long, but there are so many pluses to having that enduring relationship. I love it, although every now and again it does make me feel rather old!’
Pure Smiles
257 New Kings Road
Fulham SW6 4RB
750a Fulham Road
Fulham SW6 5SH
020 7736 6276
reception@puresmiles.co.uk
https://www.puresmiles.co.uk
https://www.instagram.com/pure_smiles.fulham
Photographs: #annabelmoellerphotography