The Dental Alchemist
Privacy Notice
Who we are
This notice explains how The Dental Alchemist uses your personal information when you visit thedentalalchemist.com, take the Dental Pressure Check, complete the questionnaire, or book a call.
The data controller is Lesta Solutions Ltd, a company registered in England and Wales under number 07286109, with its registered office at 30 Meadway, London, N14 6NL, United Kingdom. The Dental Alchemist is the trading name used for this service.
- ICO registration number: ZB674152
- Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF
- Telephone: 0303 123 1113
- Website: ico.org.uk
What we collect and why
We collect information directly from you. The table shows what we use for each activity, why, and the legal basis.
| Activity | What we collect | Why | Legal basis |
|---|---|---|---|
| Dental Pressure Check | Your answers and your result. Your IP address is recorded when you submit. | To show you your result | Your explicit consent: I agree to my answers being used to show my result, as described in the Privacy Notice |
| Questionnaire | Your answers and your email address. Your IP address is recorded when you submit. | To understand dentists' experience of professional pressure and, if you agree, to follow up | Your explicit consent: I agree to my answers being used for this questionnaire and, if I choose, a follow-up, as described in the Privacy Notice |
| Booking a call | Name, email, phone number, booking details, any notes you add | To arrange and run your consultation | Taking steps at your request before a contract |
| Enquiries by email | Name, email address, your message | To reply to you | Our legitimate interests in answering enquiries |
| Website visits | IP address, browser and device details, pages visited, approximate location (city or country) | To deliver and secure the website | Our legitimate interests in running a secure website |
Wellbeing answers. The Pressure Check and the questionnaire ask about stress and pressure at work. Answers about your wellbeing can count as health information, so we only use them with your explicit consent, which you give by ticking the consent box before you start or submit, which links to this notice. You can withdraw consent at any time by contacting us. Withdrawing does not affect earlier use.
Please do not include patient information in any free-text box.
Your Pressure Check result is calculated automatically from your answers. It does not affect your legal rights, and no decision about you is made by automated means.
Who we share it with
We use the providers below to run the service. They handle your information on our behalf under data processing agreements.
| Provider | What it does | Where your data may be stored |
|---|---|---|
| ScoreApp (Hyper Targeted Marketing Limited) | Runs the Dental Pressure Check and the questionnaire, and holds responses | Heroku data centres in the EU; ScoreApp's optional email and AI features use providers in the USA |
| SimplyBook.me Ltd | Runs call bookings, reminders and notifications | Google or OVH data centres in several countries, including the UK, EU, USA, Canada, Australia and Singapore; it uses Brevo (France) for email and Twilio (USA) for SMS |
| Vercel Inc. | Hosts this website and records visit logs | United States and other countries |
| IONOS | Hosts our domain name and email | Data centres operated by IONOS |
We may also share information where the law requires it. We do not sell your personal information.
Sending data outside the UK
Some of our providers store or process data outside the UK, including in the United States. When that happens, we rely on one of these safeguards:
- Vercel is certified under the Data Privacy Framework, including its UK extension, and uses standard contractual clauses where needed.
- SimplyBook.me relies on adequacy decisions, standard contractual clauses with the UK International Data Transfer Addendum, and the Data Privacy Framework where it applies.
- ScoreApp uses standard contractual clauses and the UK International Data Transfer Addendum for transfers outside the UK and EEA.
- IONOS provides a data processing agreement for our services; ask us for details of where your data is stored.
To ask for a copy of the safeguards for a particular transfer, contact us using the details above.
How long we keep it
We keep your information only for as long as we need it for the purposes above.
| Information | Kept for |
|---|---|
| Pressure Check responses | 12 months after you submit, then deleted or anonymised |
| Questionnaire responses | 12 months after you submit, or until you withdraw consent |
| Booking details and notes | 2 years after your last appointment |
| Invoices and payment records | 6 years, as accounting rules require |
| Enquiry emails | 12 months after our last contact |
| Marketing email details | Until you unsubscribe |
| Website visit logs | Held by Vercel for the minimum period necessary |
Providers may keep backup copies for a limited time after deletion (ScoreApp: up to 12 months).
Your rights
Under UK data protection law you have the right to:
- be told how your information is used, which this notice does
- ask for a copy of the information we hold about you
- ask us to correct information that is wrong or incomplete
- ask us to delete your information
- ask us to restrict how we use it
- object to us using it, including for direct marketing
- receive your information in a portable format, where it applies
- withdraw your consent at any time, where we rely on it
To use any of these rights, contact us at calm@thedentalalchemist.com. We reply within one month.
If you are unhappy with how we use your information, please tell us first. You can also complain to the Information Commissioner's Office at ico.org.uk/make-a-complaint or on 0303 123 1113.
Cookies, links and changes
Cookies. This website does not use analytics, advertising or tracking cookies. The booking, assessment and questionnaire tools we link to may set their own cookies, which their providers describe in their own policies.
Other websites. Our pages link to other websites, including LinkedIn. This notice does not cover them.
Changes. We may update this notice, and we will change the date below when we do.
Last updated: 16 October 2026