Oasis Dental Care, the chain of private and NHS dentists, has appointed former United Biscuits marketer Graham Cox as its first marketing director.
Cox, who has already taken over the role, has a remit to build Oasis into “the UK’s pre-eminent dentistry brand”. He will be charged with bringing together the principles of retail healthcare and brand marketing.
He says that creating brand in this sector is good for patients, the profession and the NHS. He adds: “Bringing retail and brand discipline to dentistry can help address barriers ranging from ease of access to patient anxiety.”
His appointment follows the arrival of new chief executive Justin Ash in May. He joined from Lloydspharmacy, where he was managing director.
Cox joins the company from United Biscuits, the owner of McVities, where he was innovation director. Prior to that he was UK marketing director of Allied Domecq, which is has since been take over by Pernod Ricard.