Snö news

We are changing the world of dentistry in the GCC – one Snö innovation at a time. In the Snö news archive we keep all the news, so that you can follow our journey as it happens

Get to know when we introduce new Snö dental services. Read about new members of the Snö team of dental professionals. Be the first to check out a new Snö clinic close to you. And learn what is behind modern, minimally invasive dentistry. Of course the Snö team is updating you here on special events or changes to opening times as well.

Find all the latest updates here in chronological order.

  • Sometimes, the best treatment is no treatment

    Why less is  often more.

    No matter the clinic, trust, openness, and transparency should be at the core of the services provided. At Snö, we pride ourselves in being Superior, Gentle and Trusted,  in our approach to modern dentistry.  And, as part of our core values, we believe that sometimes, the best treatment is no treatment at all – something we are not afraid to tell our patients. When treatment is required, we will always choose to save as much of the healthy tooth and tissues as possible to ensure good long-term dental health, instead of drilling and damaging the tooth for short-term symptomatic relief.

    Here, you will never be over-treated or overcharged. You will always get the dental care you need and deserve.

    The wisdom to say no

    Take the case of nine-year-old Sara, who had crowded teeth. After a consultation with a dentist, orthodontic braces was suggested. However, at Snö, we gave her a second, much less invasive and practically free alternative. To wait.

    We were able to ascertain that with time, Sara’s natural bone growth would set her teeth, without the need for orthodontics or expensive treatments.

    Sure enough, in a year, Sara’s teeth aligned themselves without the need for any treatment. With the right prophylactic care and proper brushing and flossing techniques, she will have strong, healthy teeth in the future (images above are for illustrative purposes).

    Modern dentistry allows us to treat such cases in many ways, but with the proper examination, the right diagnosis and thorough documentation, it is possible to avoid expensive short-term treatments and provide long-term  health benefits.

    But what about cavities?

    Caries (cavities) affect many people. A usual practice is to "drill, fill and bill” as soon as caries is spotted, which could be just the beginning of a cavity. But at Snö, we know that this approach does not always yield the best results. The best tooth is one we do not have to drill.

    We believe that it is better, whenever possible, to heal the caries lesion, which can be achieved through prophylaxis – simple things like improved oral hygiene, fluoride treatment and changes in diet. Unfortunately, the alternative of drilling and filling the  tooth is a common practice in the region, and around the world. But with our superior, gentle and trusted service, you can be rest assured we will not take the easy way out when it comes to your dental health. We also use a specific method for improving your diagnosis in order to drill less – an infrared camera that can spot caries without radiation.

    How can I trust that this is the treatment that I need?

    If you are doubtful of a treatment suggested by your dentist, do not be afraid to ask questions. They should be able to explain the treatment and how it will be done. Often, this is not the case and results in unrequired treatments that cause more damage than good, in the long run.

    Take the case of this patient, whose x-ray shows a caries lesion (dark zone indicated by the arrow).

    The treatment option suggested to this patient was a root filling, a post and a crown, which is common in this region. The total cost of the treatment was AED 9,800. At Snö, we were able to save the root and do a composite filling  instead. The nerve is alive inside the tooth, the treatment was much less invasive and less painful, and cost the patient only AED1,500.

    All our treatments and examinations are thoroughly documented and yours to keep. You are encouraged to get a second opinion. But most importantly, you are able to audit all treatments at Snö, which gives you the guarantee that you are getting only the highest quality care that you need and deserve.


  • What makes the Snö Exam Superior, Gentle and Trusted?

    For many people, a visit to the dentist often starts with a toothache. As a result, many dental clinics in the region, and around the world, have been geared to treat symptoms and not put the patients’ holistic dental health first. The result is often a prescription and an unrequired treatment, as opposed to an informative and informed discussion on what your dental care should be. Many people are happy to leave the decision to their dentist and not get a second opinion.

    At Snö, we believe that your holistic and long-term dental health begins with a simple, yet thorough examination. We also believe that our patients have the right to know what treatments are best for them – and sometimes, the best treatment is no treatment at all – and as dentists, we have an obligation to ensure that our patients are always informed of these alternatives. You should not feel apprehensive about getting a second opinion; in fact, we encourage it. This is why the Snö Exam embodies our core values of Superior, Gentle and Trusted, and why it is necessary for your long-term dental health.

    Contrary to popular belief, there’s so much more to dental exams than just finding a problem to fix. Here are five ways that the Snö Exam lives up to its reputation and why it ensures you always get the best treatment options for your dental health.

    1. Digital or printed copy of your entire exam package

    Our latest digital equipment not only allows our dentists to carefully document every x-ray and 3D scan, but also share that information with our patients. The results are quick and easy. What’s more, we will hand you a digital (USB or via our App) and printed record of your full Snö exam for you to keep. This is your right.

    2. Updated information at least every year

    The Snö Exam is not just for spotting cavities or finding the cause of a toothache. It is an important record of your dental health so your dentist can spot problems early and prevent them from getting worse. It is also the best way to keep track of your dental health, the progress of treatments, fillings, veneers, crowns, implants, orthodontics etc.

    3. All your x-rays and 3D scans, yours to keep

    X-rays are a very important tool for us to discover diseases early. In keeping with our minimally invasive philosophy, we use the latest digital equipment ranging from intraoral x-rays, in all treatment rooms, to full 3D face scanners (cone beam). We also save a 3D model in full colour of your teeth and gums. This means better, more accurate results, and more importantly, a through record of your dental health. This helps us model treatments (braces, guards, guided implant surgery, crowns, bridges and veneers), track changes on a microscopic level and perform any replacements, if necessary, keeping your original tooth anatomy. Best of all, the records are yours to keep.


    3D scanned full color model with microscopic precision – included in all Snö exams.

    4. Properly documented treatments

    Documentation is VERY important. Not just for your case history, but also for rebuilding damaged teeth, to track wear and changes in your dental health over a period of time with highest accuracy. It is also crucial if you want to get a second opinion or if you want to audit any or all of your treatments. These are just some of the ways we offer a superior exam and security for you at Snö.

    Whether you move to another country, your dentist at home is unavailable or you have an emergency while on holiday, your Snö exam and treatment records will always be with you. This could prevent other dentists from having to start from scratch and prescribe incorrect treatments.

    5. Risk assessment and results

    At the end of the exam you should also get a risk assessment which classifies your risk for conditions like caries, periodontitis, and other general and technical risks. This helps dentists (and you) better understand and focus on the right kind of prophylactic treatment and maintenance. If treatment is suggested, you have the right to know all the alternatives, risks, prognoses, costs, and guarantees.

    For a trained dental team this whole process only takes 30-60 minutes. Follow-up exams are usually much quicker.

    There are many good dentists out there, but great dentists give their patients superior, trusted and gentle dental care they deserve and need, without over-treating or overcharging. If your dentist doesn’t provide you with this information or kind of treatment you should be concerned.

  • Getting to know Dr Gun Norell

    Many have had the mistake of getting the wrong dental care because they were so concerned about getting cheaper fees, only to end up shelling out more than what they ought to because of wrong procedure. Many are also left unsatisfied with their dental care services because they did not come to a dentist who truly pays attention to the patient’s needs. With all the options we have today, it is vital to choose a clinic that does not only provide exceptional facilities, but also have well-trained, professional dentists that serve their patients with great care.

    The dentist everyone wants to have

    Take for example Dr Gun Norell of Snö. Having worked in Dubai for over 9 years, her reputation of being trustworthy has been the talk of the town. Patients love her not only because of her demonstrated care and thoroughness for every dental examination but also for her innate sense of humor that makes you forget you’re in the clinic!

    Her Passion: giving the best treatment possible

    Many salute Dr Norell for her philosophy in terms of caring for her patients. This is to “never do a treatment on a patient that you wouldn’t do for your loved ones”. She looks at the patient in a different way thinking about the best and least invasive treatment she can provide to gain the best results. This is what makes her different from the rest.

    She is a pioneer in the UAE with the concept of anterior alignment for cosmetic treatment, in a minimally invasive way. Her methods have been very successful in proving how one can have a long lasting beautiful smile, in a natural way.


    Her Practice: trustworthy and innovative

    Dr Norell is one who carefully listens to patient’s need and presents several options applicable to the patient to ensure that each patient is satisfied with her care. Her practice is to never start a treatment until the patient has given her full consent. Today most dental treatments are multidisciplinary so she also keeps up with current trends and methodologies in all fields in order to stay relevant in this industry with the most current treatments exclusively available to her patients. 


    Her battles: putting a price on dental health

    Although the best remedies for dental issues are made available in her clinic, there are certain instances wherein Dr Norell is uncomfortable talking about these to patients because of the price. These new procedures or medications are sometimes pricier than the others because these are more effective and take effect in a shorter span of time compared to other approaches. Not everyone understands this, however, and so Dr Norell sometimes finds it awkward to discuss the rates with her patients. This is something we can open ourselves to experiencing if we truly want to get the most out of our treatments. We pay more to get more, and under Dr Norell’s care, we are guaranteed that all her services are truly worth every penny.

    Her candor: the student, the artist, the friend

    Like everyone else, Dr Norell is also human! Her profession like everything else demands life-long learning and she has gone a long way since then because she embraces this philosophy to come out a better dentist than before. She believes in the growth mindset and in constant learning. Not all dentists have this quality which puts her in the lead since she looks for ways to develop her skills through consistent training.
    She is not all work and no play though, Dr Norell also enjoys going to the gym, doing pilates or jogging in the morning. With her hectic schedule, she still finds the time to cook something good and healthy for her friends and family with some good wine to cap off the meal. She enjoys traveling, as well and can’t wait to plan for her next holiday trip!

    Her goal: growth

    Enticed with UAE’s warm climate, good beaches and meeting new people from different cultures, Dr Norell decided to venture into dentistry in the country. She has always been interested in doing restorative cosmetic work and spent a great amount of time on AACD (American Academy of Cosmetic Dentistry) courses. Since UAE has quite a young population and high demand for this kind of treatments, Dr Norell wanted to get more experience and challenge herself by practicing dentistry in a new place which had great potential. 

    Her brand: #notyourtypicaldentist

    This “not-your-typical’ dentist shows her altruistic side through her free dental functional and cosmetic treatments for the less fortunate people or for children who need her services.  

    Her plan: what’s next?

    Looking back, Dr Norell had numerous setbacks, one of which was the advice from her high school teacher who told her to get a normal job because the teacher believed that she would not be able to study through college. Lucky for us, she did not listen to that advice and persevered.
    Now, she is teaching dentists Anterior Alignment before Cosmetic treatment for minimally invasive approaches in the UAE, Malaysia, Singapore, and Sweden. Dr Norell’s goal is to contribute to good oral health in the UAE.
  • Getting to know Per Rehnberg

    One of the essential things to develop between a doctor and their client is trust, and what better way to develop that trust than to get to know the man underneath the white coat-Snö’s CEO, Per Rehnberg.

    The man behind it all

    Meet Per, at the age of 55, he has clocked thirty-two years in the dental industry under his belt. Having worked in Sweden, Norway, Denmark and UAE, his expertise has been tested and strengthened with time and practice.  Per describes himself as someone who has a positive attitude not only towards his profession but towards life as well. He also likes gets things done and strives to obtain the best results possible, and of course, being awesome while doing it.
    According to him, he is not your typical dentist, and being a bit talkative, he loves to interact with his patients. Despite being in the same profession for 32 years, his passion and his dedication towards his craft remain strong and unparalleled. His philosophy: do not over treat or overcharge, has given him not only a great number of clients and success but loyalty and trust as well - which is for him, the things that truly hold value.

    His passion: customer centric service, always

    Passion is something not many people have, and the few that are truly lucky take the greatest care to nurture it and grow with it.
    Like the blessed few, Per has found his passion in his craft and practice-serving and caring for his clients spanning the world. In the 32 years, he has been in the industry, he has continued to grow and acquire knowledge that has allowed him to gain the success he has today - and he always thirsts for more.
    Central to his care is his desire to put the patient first.  He believes that listening is crucial, care is about paying heed to his patients’ thoughts and feelings, not only of their reported pain or ills.  He had pursued minimally invasive care procedures due to the concerns and fears his patients have of dental treatments and the pain they might bring – add to that the scary set of tools and intimidating equipment at the dental clinic. Per has taken great care and effort into learning new dental techniques that are science-based and less painful without sacrificing the quality of his services, in order to provide a better episode of care, in his practice and the practice of his team and clinics.

    His practice: transparent and excellent

     Per believes firmly that,
    “Money is like oxygen, we need it to survive but it should not be our main reason for doing our mission. You do not wake in the morning saying; let’s get some oxygen”
    We all know that money plays a big role in the kind of products and services we obtain, the better the quality, the higher the cost. But with Per, you get the best of both worlds, a reasonably priced yet very high-quality dental service.
    He values the human body and believes that it should be treated with respect, thus, he does not destroy tissues in order to cut corners and performs his practice of minimally invasive treatments.
    With dental work, he uses a prophylactic mindset, which means using the best method for treatment, even if that means no treatment is done.
    Usually, clients are scared to ask about the procedures and equipment involved in treatment, but Per promotes transparency and believes that the patient deserves all the information, with an explanation provided as to what procedures will take place and documented.
    If a client, for example, is unsure of whether or not they need or want the treatment, Per advises that dentists should patiently tell them why it's needed or necessary and gives them the freedom to take that information and documentation somewhere else, to seek a second opinion.
    He also discusses all alternatives along with risks, prognosis, guarantees, and prices for various treatments. Giving the patient options allows them to feel more secure and comfortable with the treatment and the dental teams at Snö.
    Documentation according to Per is essential. It allows you to audit the treatments and procedures, which not only gives the client more security but also helps the team, (and you as a reader, included) with more experience and knowledge.

    His battles: dealing with difficult people

    We all have at least one person in our lives that sticks to what they “know” and what works, and swear by it. You know those types that say, “this is the way we’ve always done it” or “in my 20 years of experience” (when it’s actually 20 years of repetition) and so on? Tough crowd, agree?
    Though change is not impossible. Per would always good-naturedly say “Yes, a rooster can be taught to climb a tree, but it’s much easier to use a squirrel,” and wish that the difficult types of people he encounter in his profession would embrace the way the world has developed in many good ways and in dental care in particular.

    His candor: The good, the bad, and the ordinary

    When he’s not trying to save the world one tooth at a time, this CEO enjoys kite surfing, triathlon training at Yas racing track (he finished 6 Ironman competitions), and a nice dinner with his family and friends punctuated with stimulating conversations.
    His hobby kite surfing started with a vacation to Hawaii and the rest as they say is history. Aside from kite surfing, he is also quite athletic and enjoys long swim-run races where there is usually a couple of hours spent swimming and terrain running in and out of the water that is done with a partner.
    Per is a believer in hard work and perseverance as well as keeping calm and composed even in situations that would trigger anger in most people.  These traits always allowed him to manage the bad.
    He also believes that one should have a positive attitude and an open mind in order to use their energy and create positive things for others.

    His goal: build the best dental care in the world

    Because of a great need for good, transparent, modern dental clinics in UAE, the concept to build a dental clinic that champions high-quality care had him at the first meeting and made the whole process of coming to the UAE to change the game of dentistry short. With his years in the Nordic countries as a dentist and CEO building dental chains, he had never seen a project with such a long time investment perspective and vision, thus, his decision to move to Abu Dhabi.
    But aside from the great opportunities the country has to offer, the beautiful beaches, sports opportunities, excellent food, the mix of cultures, and the young enthusiastic population are also the things Per loves about the country.

    His brand: #NotYourTypicalDentist

    Unlike traditional dentists who stick to the norm and usual practice, Per believes in continuously improving oneself and the knowledge, skills, and talents one has. Being “not typical” for us means to always, with control, improve more than others. He believes that being #NotYourTypicalDentist does not necessarily equate to being extraordinary in every way possible, but to do everything, even the little things extraordinarily well. Be on time, be prepared, have a positive attitude, go the extra mile, and always, always be kind.

    His plan: what’s next?

    He plans to continue his advocacy and the brand-if possible forever! Since it is the only road to success, changing and improving with the times, other companies are most likely to copy their methods and practice. However, Per plans on being transparent and in sharing the know-hows of their methods with his dental colleagues and collectively change the game.