The end of 2004 saw the launch of the first ever 'Private Dentistry Practice of the Year Award', which went to the London Smile Clinic. Eight individual categories of award covered a broad range of criteria, from patient care and marketing, to innovation and community work.

All were designed to reflect the areas where a practice can both strive for excellence and make a difference to both its patients and employees. The overall winner, and Private Practice of the Year, was the one deemed to perform best across all areas.

The panel of judges recognised in the winners an exceptionally strong performance in all eights areas of assessment (including staff and patient care, marketing, décor and making this the benchmark practice for which others should aim).

The winners of the other eight individual categories, were Thomas Dickerson of the Westbury Park Dental Practice (Best Employer), Octagon Orthodontics (Most Attractive and Most Innovative Practice), Advance Dental Clinic (Best New Practice), Commitment to Care Dental Practice (Best Patient Care), Care Dental (Most Improved), Q Clinic (Best Marketing) and the Nepal Maxillofacial Project (Best Community Contribution).