Let’s start with a simple question.

Would you try to run a modern dental practice with a 2018 CBCT machine, a 2018 sterilization protocol, and 2018 patient expectations?

Of course not.

Yet every day, thousands of dental practices are doing the financial equivalent of exactly that.

They’re trying to run a 2026 dental practice on 2018 insurance fees.

And the math?
Well… the math is ugly.

The Staffing Reality Nobody Can Ignore

Let’s talk about the elephant sitting in the break room.

Staffing.

Over the last few years, wages for hygienists, assistants, and front office teams haven’t just increased… they’ve skyrocketed.

Hygienists who once earned $35–$40 per hour in many markets are now commanding $50, $60, or even $70 per hour depending on location and demand. Dental assistants have seen similar increases, and front office coordinators, especially strong insurance specialists, are worth their weight in gold.

And frankly?

They deserve it.

Dental teams carry the emotional and operational heartbeat of the practice. They keep patients comfortable, schedules running smoothly, and treatment plans moving forward.

But here’s the problem.

Your expenses are living in 2026… while your insurance reimbursements are stuck somewhere around 2018.

The Insurance Industry’s Favorite Business Model

Insurance companies understand something that most dentists were never trained to think about.

Silence is profitable.

If practices don’t ask for updated fee schedules, insurers have zero incentive to change them.

So what happens?

Year after year:

• Your payroll increases
• Your supply costs increase
• Your rent increases
• Your lab bills increase
• Your equipment costs increase

But your PPO reimbursement?

Flat. Frozen in time.

Insurance companies are perfectly happy to let you operate with outdated reimbursements while they continue collecting modern premiums.

From their perspective, it’s a fantastic business model.

From yours?

It’s a slow financial squeeze.

The Pressure Dentists Feel Every Day

I speak with dentists across the country every week, and the conversations are remarkably similar.

Doctors aren’t asking how to buy another luxury car.

They’re asking:

“How do I keep my team paid well without burning out?”

They’re trying to offer competitive wages so great employees stay… but they’re doing it while insurance reimbursements lag years behind economic reality.

It’s like trying to fill a bathtub while someone else is quietly pulling the drain plug.

Eventually, something has to give.

And too often, the thing that gives is doctor stress, team burnout, or patient access.

The Real Purpose of PPO Negotiation

There’s a misconception that negotiating PPO fees is just about “making more money.”

That’s not really what it’s about.

It’s about stabilizing your business model so you can invest in the people and systems that make quality care possible.

Higher reimbursement allows practices to:

• Pay hygienists and assistants competitive wages
• Retain experienced front office team members
• Invest in better technology
• Spend more time with patients instead of rushing procedures
• Reduce financial pressure on the practice owner

When revenue is aligned with modern costs, the entire practice ecosystem becomes healthier.

Patients benefit.
Teams benefit.
Doctors benefit.

The Quiet Opportunity Most Practices Miss

Here’s the interesting part.

Many dentists assume that PPO fees are fixed and unchangeable.

But that’s simply not true.

Insurance carriers renegotiate fees all the time, especially when practices approach them strategically.

When we analyze fee schedules for practices, we often find something surprising.

The doctor isn’t being underpaid because of a bad contract…

They’re being underpaid because their fees haven’t been updated in years.

Bringing those fees into alignment with current market conditions often produces meaningful revenue improvements without adding a single new patient.

Modern Fees for a Modern Practice

At Veritas Dental Resources, we focus on closing the gap between outdated insurance reimbursements and the real cost of running a dental practice today.

When practices bring their PPO fees into the modern era, the results are often dramatic.

On average, our clients see 7–13% increases in revenue simply by correcting outdated fee schedules.

No additional marketing.
No longer clinical days.
No working harder.

Just getting paid appropriately for the care already being delivered.

The Bottom Line

Dentistry has changed dramatically since 2018.

Your team expectations have changed.
Your operating costs have changed.
Your economic environment has changed.

Your insurance fees should change too.

Because trying to fight a 2026 staffing crisis with 2018 reimbursement rates is like trying to perform modern dentistry with tools from another era.

Eventually, something breaks.

But with the right strategy, the solution isn’t complicated.

Modern practice.
Modern costs.
Modern fees.

And that’s exactly where they belong.

Benjamin Tuinei
Founder – Veritas Dental Resources, LLC
888-808-4513
Services: PPO Fee Negotiators, PPO Fee Negotiating, Insurance Fee Negotiating, Insurance Credentialing, Insurance Verifications
Websites: www.VeritasDentalResources.com, www.VerusDental.com