At Patient Plan Direct, we recognise the importance of preventative dental care and improving access to oral health education for children across the UK. That’s why we are proud to support and sponsor The Magic Dentist Charity, a national charity dedicated to transforming children’s oral health outcomes through education, community engagement, and industry collaboration.
Founded by award-winning dental professional Nicki Rowland, The Magic Dentist has become a powerful voice in promoting positive oral health habits among children and families.
National Charity Founder
Nicki Rowland has lived and breathed dental practice management since opening Perfect 32 Dental Practice in East Yorkshire in 2005. Over the following decade, she built a culture of excellence, nurturing her team to achieve exceptional standards in both clinical care and customer service.
The practice received numerous prestigious accolades, including the National Training Awards for Yorkshire and Humber in 2010, where Perfect 32 was also recognised as a national finalist in the SME category. In 2011, the practice won Training Business of the Year at the local Chamber of Commerce Awards, while Nicki herself was named Practice Manager of the Year by the Association of Dental Administrators and Managers (ADAM) in 2012.
In 2014, Nicki launched Practices Made Perfect, supporting dental practices across the UK with training, leadership, and practice development. Her influence within the profession has continued to grow, earning her a place in Dentistry’s Top 50 Most Influential People list in both 2021 and 2025.
Tackling the UK’s Children’s Oral Health Crisis
Today, The Magic Dentist Charity is celebrating two years as a national charity, working with MPs and local communities across the UK to improve children’s oral health education and access to dental support.
The reality is alarming: tooth extraction remains the number one reason children are admitted to hospital in the UK. Poor oral health can impact a child’s education, confidence, mental well-being, and long-term health.
The charity is on a mission to change this.
By working directly with schools, families, dental practices, and policymakers, The Magic Dentist is helping to create sustainable, long-term improvements in children’s dental health. Recent community outreach in Thornton highlighted the urgent need for support, with approximately 65% of children in the area currently without access to a dentist.
The Adopt a School Programme
One of the charity’s most exciting initiatives is the “Adopt a School” programme — a nationwide campaign encouraging dental practices to partner with local primary schools to build long-term relationships focused on oral health education.
The programme aims to bring engaging oral health learning into schools and support the delivery of oral health education within the national curriculum. Through interactive sessions, preventative advice, and community involvement, the initiative helps children develop positive dental habits from an early age.
It also provides dental practices with a meaningful opportunity to give back to their local communities and play an active role in improving children’s health outcomes.
Supporting Positive Change Together
At Patient Plan Direct, we are proud to support organisations that make a real difference in dentistry and the wider community. The work being carried out by The Magic Dentist Charity is helping to raise awareness, improve education, and create brighter futures for children across the UK.
Want to Learn More?
To learn more about The Magic Dentist Charity or find out how your practice can get involved, visit:
The Magic Dentist Charity. Or watch this short video below where our Managing Director, Simon Reyonlds, interviews Nicki at the Dentistry Show in Birmingham.