Staff at pioneering Edinburgh dental surgery Lubiju have been celebrating after the practice was featured in a leading dental industry website.

Dental Focus, which is read by key figures in the UK’s dental industry, ran a story about how Lubiju was using a resident hypnotherapist to help alleviate patients’ fears about having surgery.

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 in Dental Focus and was the result of a proactive media campaign by Holyrood PR PR in Scotland.