Ealing Dental was bidding for a place on the London Orthodontics Framework, with the opportunity to secure delivery across three separate areas.

Winning would expand their footprint and strengthen their position within NHS dental services. However, the competitive landscape meant that technical compliance alone would not be enough to secure multiple lots.

Many providers would focus on clinical capability and service delivery. Few would fully demonstrate how orthodontic care could be structured to improve long term patient outcomes and deliver meaningful value to local communities.

Vision TDM reshaped the submission to change that position.

The focus was on drawing out and articulating how care would be delivered across the full patient journey, particularly for younger patients who form the core of orthodontic services.

A key decision was how the service model was framed.

Rather than presenting orthodontics as a series of treatments, the bid positioned it as a lifecycle care approach. This clearly demonstrated how patients would be supported from initial assessment through to long term oral health outcomes, improving experience and effectiveness of care.

Alongside this, we strengthened the social value narrative.

The submission set out how Ealing Dental would actively improve oral health awareness within local communities, creating lasting benefits beyond the clinical setting. This included targeted engagement and education initiatives designed to improve understanding, prevention and long-term health outcomes. This shifted the narrative from service provision to community impact.

We ensured this positioning was consistent throughout the submission, aligning clinical delivery, patient engagement and social value into a clear and cohesive offer.

Ealing Dental achieved the highest scores across all three lots. While ultimately awarded two, to balance NHS dependency on a single provider, the outcome demonstrated clear differentiation and strength across the bid.

Ealing Dental was positioned not just as a capable provider, but as a partner delivering long term value for patients, communities and the NHS.