New dental practice putting patient education before treatment


  • Snö Dental offers the latest state-of-the-art technology including full 3D scanning and printing, computerised anaesthetic and ergonomic smart chairs.
  • CEO, Dr. Per Rehnberg believes they can quickly become the market leader by focusing on prevention and education, rather than expensive and invasive treatments.
  • Main 4-storey branch in Abu Dhabi now offers services through Thiqa and Daman insurance programmes.
  • The secrets to healthy teeth are education and prevention, according to the CEO of a new dental practice that promises to be a ‘different kind of dentist’.


    Dr. Per Rehnberg and his team of specialists believe they can quickly become the number one practice in the emirate by taking a different approach to oral hygiene that is based on patient education and understanding, rather than expensive and invasive treatments.

    Snö opened its plush and modern looking flagship dental hub, late last year, offering state-of-the-art technology, including 3D X-rays, full 3D scanning and printing, computerised anaesthetic and a fully digital lab. This week, it signed up with Daman National Health Insurance to allow Thiqa and Daman cardholders to access Snö’s industry leading services.

    Dr. Per, who holds more than three decades of experience and has led practices in his home country of Sweden as well as Denmark and Norway, admits the Snö strategy may risk it going out of business, but believes it is the best way to prevent dental problems and ensure their patients stay healthy.

    He explained: “Before we opened we carried out a lot of research to see what kind of dental service was currently being offered in the UAE, including doing some ‘mystery shopping’ ourselves. We believe that by focusing on improving our patients understanding of good oral hygiene rather than just carrying out expensive treatments we can very quickly make a big difference for our patients.

    “We want to actually share the 3D images with patients and explain it to them. We want to educate patients on not just how to clean your teeth better, but why, and we even encourage them to get second opinions from other clinics.

    “Improving our patients’ understanding of dental care and helping them prevent problems that need treatment does not make sense from a business perspective, but we believe this is how a dental practice should be run and we are confident our patients will appreciate the overall standard of care we will provide for them and their families.”


    Snö Dental’s hub in Delma Street is a four-storeyed 1300sqm clinic with 13 ergonomic, individually housed Planmeca dental chairs enabling multiple specialists to treat more patients. It also has a smaller satellite practice at Yas Mall. The practice boasts 26 staff, including a senior team of vastly experienced specialists from around the world, enabling them to offer evidence-based treatment

    Dr Gun Norell, who has worked in dentistry in various parts of the world for over 30 years, is also a great believer in preventative methods. She has moved to the capital from Dubai where she was a pioneer of the Inman Aligner treatment, which can reduce the amount of treatment needed to gain straight teeth.

    Dr Gun said: “The Inman Aligner is a great example of how our approach to patient care is minimally invasive. It reduces and even replaces the need for drilling and veneer insertion, which can often lead to future root canal problems as the teeth are made weaker when they are drilled into.

    “By offering minimally invasive treatments and methods, we are aiming to stick to our values of Superior, Gentle and Trusted, which we think all of our patients will see the benefit of very quickly.”

    Snö has also created a more fun separate department for the little ones to help make a trip to the dentist more appealing for its younger patients – and their parents. The interactive kids’ zone offers puzzles, books, toys and also features gaming chairs in front of a PlayStation 4.

    Dr. Nasser Fouda, another of the Specialists at Snö, has been practicing in UAE for 25 years and believes many people don’t know the very basics about oral hygiene.


    He said: “A lot of my first-time patients – of all ages – do not know how to brush or floss correctly, or even why they do it. I also see a lot of patients spending large amounts of money on curative and rehabilitative treatment, which could have been avoided through other basics such as regular check-ups.

    “This is why we aim to teach the patients about oral health and hygiene to eliminate the need for curative quick fix treatments.”

    Snö Dental practice provides a full range of services, from basic care to the most modern treatments. Services include preventive cleanings and treatments, general dentistry, restoration, exams, crown and bridge, implants, and cosmetic dentistry. The practice also provides dental surgery and emergency care, if needed.

    The innovative and ambitious practice aims to open a clinic in Al Ain and hopes to launch a mobile unit to offer its services to more remote communities in the UAE.

    Snö Dental’s Delma Street branch is open Saturdays to Thursdays from 9am-9pm while their Yas Mall branch is open every day from 10am to 10pm and also offers same day service.


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