Attracting new patients is a top priority for any dental practice looking to grow. Many dentists face a common dilemma: Should they join new Preferred Provider Organization (PPO) plans to increase their patient base, or is it more effective to invest in marketing to attract new patients on their own terms? Both options have pros and cons, and the right choice depends on various factors unique to each practice.

The Case for Joining New PPO Plans

PPOs are a popular choice for patients seeking dental care because they offer lower out-of-pocket costs. By joining new PPO plans, dentists gain access to a built-in patient base and can increase their appointment volume. Here are some key advantages and disadvantages:

Pros of Joining PPO Plans

1. Immediate Patient Flow – With so many doctors going out of network, PPO providers are certainly fielding a lot of new patients because of this. 

2. Less Marketing Effort – With a listing in the PPO directory, your practice gains visibility without needing significant advertising efforts. However, only 5% of PPO patients find their dentists through insurance "find a dentist" portal. But being able to say "yes, I'm in-network with your dental plan" tends to influence more patients to schedule with you. 

3. Competitive Edge – Patients with PPO coverage are more likely to choose an in-network dentist rather than pay higher out-of-pocket costs at an out-of-network practice.

Cons of Joining PPO Plans

1. Lower Reimbursement Rates – PPOs often dictate reduced fee schedules, which can significantly cut into profit margins.

2. Administrative Burden – Working with PPOs means dealing with insurance paperwork, approvals, and potential claim denials.

3. Potential Overbooking – While more patients might come in, the lower fees may require you to see more patients per day to maintain profitability, leading to potential burnout.

The Case for Investing in Your Own Marketing

An alternative to relying on PPO networks is to build your practice’s brand and attract patients through strategic marketing. While this requires an upfront investment, it can yield long-term benefits and allow for greater control over pricing and patient relationships.

Pros of Doing Your Own Marketing

1. Higher Profit Margins – Without reduced PPO fees, you can set your own pricing and retain more revenue per patient.

2. Brand Loyalty & Retention – Marketing helps build a practice’s reputation, leading to long-term patient relationships and referrals.

3. Freedom & Flexibility – You maintain control over treatment plans and patient care without restrictions imposed by insurance companies.

Cons of Doing Your Own Marketing

1. Upfront Costs – Effective marketing strategies require financial investment in SEO, digital ads, social media, and local community outreach.

2. Time & Effort – Managing marketing campaigns requires expertise and consistency, which may take time away from patient care.

3. Slower Growth Curve – Unlike PPOs that provide immediate patient influx, marketing efforts take time to build momentum and establish a steady patient flow.

Making the Right Decision for Your Practice

There is no one-size-fits-all answer. Some dentists find success by striking a balance—participating in select PPO plans while also investing in marketing to attract cash-paying and out-of-network patients. Here are some key questions to consider:

• What are your financial goals? If you need immediate patient flow, joining a PPO might be a short-term solution, while long-term success might require marketing efforts.

• Do you have the capacity for more patients? If your schedule is already full, adding PPO patients at lower rates might not be beneficial.

• Are you comfortable with insurance negotiations and paperwork? If administrative work is a burden, marketing might be a better approach to attract patients on your own terms.

• What is your competitive landscape? If local competitors dominate PPO networks, marketing might be a way to stand out and differentiate your services.

Final Thoughts

Joining a new PPO plan or focusing on marketing is a strategic decision that depends on your practice’s goals, financial situation, and long-term vision. While PPOs provide quick patient acquisition, they often come with financial trade-offs. Investing in marketing, on the other hand, offers the potential for sustainable growth and higher profitability but requires time and effort. A balanced approach that incorporates both strategies could be the best way to maximize patient flow while maintaining profitability and independence.

By carefully evaluating your practice’s needs and capabilities, you can make an informed decision that ensures both financial stability and professional satisfaction.