Privacy Policy

Vermilion – The Smile Experts has a company number, SC388226 (Scotland), with a registered office at 24 St. John’s Road, Edinburgh EH12 6NZ.

Our Privacy Statement

We take patient confidentiality seriously at Vermilion and all personal information is treated in the strictest confidence. All patient and personal data is controlled by Vermilion and all staff members are aware of our strict conduct within data protection. Vermilion is registered with the Information Commissioner’s Office under registration reference: ZA100160 and adheres to the EU General Data Protection Regulation (“GDPR”) (as amended or superseded).

Data collected and why we need this

Vermilion operates two 100% referral-only clinics in Edinburgh and Kelso.

Our patients are referred to us by their general dental practitioner for complex dental treatment and we require essential details in order for us to be able to contact the patient to arrange a consultation with the relevant clinician at Vermilion.

We request that the referring dentist will have obtained their patient’s consent to send us a referral containing their personal data. The referring dentist completes a secure online referral form and the information that we require includes:

– The patient’s name, address, contact telephone number, email address, date of birth, reason for the referral including the type of treatment required and the medical background. The referring dentist can also upload the patient’s dental X-rays or any supporting documentation with reference to the reason for referral. Our referral form requires the referring dentist to verify that consent has been given by the patient for Vermilion to collect and store this data.
– We also require data regarding the referring dentist including their name, practice name, address, telephone and email address. The referring dentist must also give their consent for us to collect and store their personal data.
– All data within the referral is encrypted by Comodo and sent securely to Vermilion.
– Our referral co-ordinator contacts the patient within two working days using the telephone number provided (or email if we are unable to reach the patient by phone) to arrange a consultation.

Who has access to your data

Our patients’ personal data is securely stored on-site and only members of staff at Vermilion have access to our patient records. The patient’s information is only ever accessed as part of their treatment. We only share the patient’s treatment plan with their referring dentist. No data will ever be released to any other third party without the patient’s express permission or where required by law. We adhere to the Patient Confidentiality standards set out by the GDC. You can review the Principles of Patient Confidentiality on www.gdc-uk.org.

How long do we keep your information

We conduct regular audits of our data to ensure accuracy and relevance. We generally keep information as long as it is necessary to fulfil our obligations to our patients and their referring dentist. You have the right to view your records and request to have your information deleted. If you have any questions please email the General Manager, Kay Davies, on kay.davies@vermilion.co.uk

Marketing

As a 100% referral-only clinic, Vermilion does not market directly to patients and we only ever contact patients with specific reference to their treatment at Vermilion, such as sending treatment plans or providing information about an upcoming appointment.

We only ever market our services to our referring dentists. If a dentist has opted-in to say that they are interested in receiving regular information about Vermilion’s services and activities, we will send communications either electronically or by post. In addition, we may send direct mail that we feel may be of interest to a referring colleague. At times, we may also add an opt-in box at the end of our referral form such as the upcoming release of our CPD Programme, and dentists may give their consent to receive this marketing information.
All of our marketing correspondence allows the option to opt-out of receiving further marketing emails.

How we use Cookies

A cookie is a text-only string of information that a website transfers to the cookie file of the browser on your computer’s hard disk so that the website can remember who you are. They are uniquely assigned to you, and can only be read by a web server in the domain that issued the cookie to you.

We use cookies on our website in order to help improve our website and provide you with a more personalised web service (e.g. giving you the ability to recall recently reviewed pages and interactions with our website). We use Google Analytics to record information about the page the viewer has seen and we can view anonymous, aggregated statistics that help us to understand our web traffic and how our site is used. This helps us to improve the future development of the Vermilion website. Google Analytics does not store any personal information about our website users. For more details on Google Analytics, you can view the Google Analytics privacy policy here: https://support.google.com/analytics/answer/6004245

Cookie usage:
Vermilion uses _ga and _gid cookies to distinguish unique users, and uses the _gat cookie to throttle the request rate. Some are session cookies which are temporary cookies that remain in the cookie file of your browser until you leave the site, and persistent cookies, which remain in the cookie file of your browser for much longer.

More specifically we use the following cookies which carry out the functions described:

__ga. This is a Google Analytics cookie used to distinguish users. The lifespan of this cookie is two years from the set/update.
__gid. This is another Google Analytics cookie used to distinguish users. The cookie has a lifespan of 24 hours from the set/update.
__gat. This is a Google Analytics cookie that helps us understand how visitors are using our site so we can make it more useful. It tracks how long a visitor stays on our website in each session. This cookie is deleted within one minute of the browser session ending.

When you log on to our website you can accept our cookie policy and agree that the cookies listed, as above, can be enabled while you use our website. In the event that you reject our cookie policy, all cookies will be disabled with the exception of necessary cookies that are required for the website to run, however these do not store or use any personal information.

Contact us

If you have any questions regarding our privacy policy please write to the General Manager, Kay Davies, at Vermilion – The Smile Experts, 24 St. John’s Road, Edinburgh EH12 6NZ or email kay.davies@vermilion.co.uk

Please review our full Patient Safety Charter here.

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