Electric Teeth - Clinical Review & Editorial Consultancy

Written By Gemma Wheeler

Client: Electric Teeth
Project type: Consumer health communications & editorial consultancy
Audience: Consumer / patient-facing
Role: Professional Consultant & Medical Writer
Period: 2018–2023
Relevant services: Medical & Dental Writing • Clinical Review & Dental Consultancy • Patient Education & Public Health Information

Project overview

Electric Teeth is a website that produces consumer facing information about oral health, dental treatment and oral care products. From 2018 to 2023, I worked with its co-founders as a Professional Consultant and Medical Writer, providing clinical dental expertise throughout the content development process.

My work developed into a broad health communications role spanning original evidence-based writing, clinical review and fact checking, editorial consultancy, product research and evaluation, and direct amendment of published content. I contributed across the UK, USA, Canadian and Australian markets.

The challenge

Consumer dental content needs to be understandable and engaging while remaining clinically accurate.

Electric Teeth also worked across multiple international markets and produced content ranging from explanations of dental conditions and treatment options to oral-care product reviews and recommendations.

My role was to bring the perspective of a practising dental professional into the editorial process, helping the team translate clinical information into useful consumer content without losing important information about risks, benefits and limitations.

My role

I worked across different stages of content development depending on the project.

My responsibilities included:

  • researching and writing original dental and oral-health content.

  • working from editorial briefs informed by SEO research.

  • clinically reviewing and fact-checking content produced by other writers.

  • checking clinical claims against evidence and professional guidance.

  • making clinical amendments to draft and published content.

  • advising the editorial team on scope and additional content opportunities.

  • researching and clinically evaluating consumer oral-health products.

  • producing product reviews incorporating my perspective as a practising dentist.

  • responding to clinical and editorial queries.

  • contributing original product and clinical photography.

My approach

Evidence-based writing

For original articles the editorial team provided briefs informed by SEO research. I used these as a framework before independently researching the clinical subject and developing evidence-based content for a non-clinical audience.

Where research identified a subject that required more detailed explanation or warranted separate coverage, I could recommend additional content to the editorial team.

Clinical review and fact checking

I also acted as clinical reviewer for content produced by other writers.

This involved checking individual claims against evidence, making clinically appropriate amendments and considering whether the article as a whole accurately represented clinical practice.

The review therefore extended beyond individual factual errors to the way risks, benefits, limitations and treatment considerations were communicated to readers.

Product research and clinical evaluation

I researched oral-health products for particular consumer or clinical requirements, including projects involving non-mint toothpastes and interdental cleaning devices.

For individual product reviews, I combined hands-on product assessment with my clinical perspective as a practising dentist.

Ongoing editorial input

I had direct access to the Electric Teeth website and could amend live content as well as respond to clinical questions arising after publication. This allowed my clinical involvement to continue beyond the initial writing and review process.

Selected work

Examples of currently available work include:

I also retain selected archived work originally produced for Electric Teeth, which I have permission to reproduce or adapt with appropriate acknowledgement.

Outcome

Over four years I contributed clinical expertise to consumer oral health content across multiple international markets.

The relationship developed beyond individual writing assignments into a wider consultancy role encompassing evidence research, medical and dental writing, clinical review, fact-checking, product evaluation and editorial input.

Skills demonstrated

  • Medical & dental writing 

  • Clinical review 

  • Fact-checking 

  • Evidence research 

  • SEO-briefed healthcare content 

  • Editorial consultancy 

  • Oral-health product evaluation

Gemma Wheeler
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