The Cosmetic Dentistry Guide website reported how Edinburgh dental practice Lubiju has appointed a hypnotherapist.

The innovative move is to help reluctant patients overcome their dental fears, after hypnotherapy was used successfully in the practice to help patients with slimming and beating nicotine addiction.

Lubiju hypnotherapist Peter Davies told the dental publication: “It is estimated that 12 per cent of people in the UK have such a fear of dentists they refuse to go under any circumstances – that’s around seven million people putting up with painful and problem teeth.”

The full article appeared on the Cosmetic Dentistry Guide and was part of a PR strategy by Scottish public relations agency Holyrood PR, PR in Scotland.