This paper examines the characteristics of the process of innovation as applied to provision of dental health to children. The data are from a demonstration project conducted in a Danish public child dental health clinic to evaluate the appropriateness and effectiveness of an individualized and alternative, mainly non-operative caries treatment strategy that was implemented in 1987. The aim of the strategy was to avoid operative intervention and sealants, and was based on three principles: caries is a localized disease; intensive training in home-based treatment, and individualized risk assessments and controls in conjunction with professional plaque removal. The major influence on the innovation process appeared to be personal education of the personnel, active participation in research, and feedback from clinical observations. In 1992 an additional feedback measure was introduced addressing the question: how much time does the individual child spend on treatment during one year? Mean total treatment time varied from 12 min 1- to 4-yr-olds to 44-58 min for 7- to 17-yr-olds. About 60% of the total treatment time was used on non-operative caries treatment (diagnosis, risk assessment, plaque removal, toothbrushing training) and about 25% on operative caries treatment for 3- to 17-yr-olds. The 1-2-yr-olds required only non-operative treatment. The new treatment strategy reduced operative procedures by 60%. The paper introduces an easily applicable measure of treatment outcome in terms of teeth that have not been restored or sealed as a result of regular professional treatment or care. The main conclusion drawn is that the dominant moving forces in the innovation process were professional responsibility and self-adjustment by a constant learning process involving clinical feedback measures in conjunction with modern understanding of caries as a localized disease caused by local evolution of microbial cariogenic biofilms.