Finding the edge. 1: Providing an emergency service.

Many people find promoting their practice difficult at first, often not knowing how to start. The idea of advertising in the local newspaper or sending a letter to residents can seem alien to some people, yet there is no doubt that in an area where there are already several well-established practices a newcomer can often find the going very slow at first. One way to attract attention is to provide some special clinical service or different approach. This article is the first of a series which will feature how different dentists have used a number of ways to create that individual 'edge' to their services. In the first Richard Leworthy describes how he decided to set up an emergency service in his practice in Wells, in Somerset.