If you’re passionate about cosmetic dentistry—especially veneers—you’re not alone. Veneers are one of the most transformative procedures in dentistry. They deliver dramatic aesthetic results, high patient satisfaction, and a strong professional reward.

But here’s the catch: most insurance plans won’t touch them. So how do you keep offering veneers while staying profitable, especially when your patient base is heavily insured?

Great question. The answer lies in repositioning, packaging, and patient communication. Here’s how to do it.

1. Accept That Insurance Isn’t Your Ally Here—and That’s Okay

Most dental insurance policies exclude veneers entirely unless there’s a documented medical necessity, which is rare. But that doesn’t mean insured patients aren’t willing to pay out of pocket—they just need the right value perception and financing options.

Think of veneers like elective plastic surgery: patients will pay if the results are worth it.

2. Shift the Conversation from “Cosmetic” to “Comprehensive Care”

Many patients associate “cosmetic” with “optional.” But when you shift your focus to function, longevity, and oral health—alongside aesthetics—you reframe the conversation.

Example:

“These veneers aren’t just for appearance—they’ll protect worn enamel, improve your bite, and help prevent future chipping or fractures, all while giving you a confident smile.”

By presenting veneers as a health-enhancing solution rather than just a beauty treatment, patients view them as a worthy investment, not just an indulgence.

3. Bundle Veneers into Smile Makeover Packages

Instead of presenting veneers as standalone line items, offer them as part of a comprehensive smile enhancement package, which could include:

• Initial cosmetic consultation

• Diagnostic workup (photos, digital scans, wax-up)

• Whitening (pre- or post-veneers)

• Minor recontouring or gingival sculpting

• Post-op maintenance (custom trays, night guards)

This “package” approach:

• Increases perceived value

• Justifies premium pricing

• Makes out-of-pocket payment feel more like a planned investment

4. Offer Flexible Financing and Membership Plans

Most patients want veneers—they just can’t pay upfront. Here’s where strategic financing bridges the gap:

• Partner with financing companies like CareCredit, Proceed Finance, or Sunbit.

• Offer in-house payment plans for prequalified patients.

• Include cosmetic upgrades (like veneers) as add-ons within your in-house membership plan, offering a flat discount on elective procedures.

Make payment part of the solution, not the obstacle.

5. Use Digital Smile Design to Increase Case Acceptance

Patients buy what they can visualize. Digital smile design tools (like DSD, SmileFy, or even mockups with composite or temporaries) help patients see the potential before they say yes.

The more emotionally connected they are to the result, the more likely they are to find a way to pay for it.

6. Market Veneers Directly to Your Ideal Patient

Insurance-based patients may dominate your base, but cosmetic patients aren’t only driven by insurance. You just need to attract them:

• Showcase before-and-after cases on your website and Instagram.

• Run targeted ads (Google or Facebook) for smile makeovers or veneers in your area.

• Encourage happy patients to refer friends, especially those in professions that value aesthetics (real estate, public speaking, sales, etc.).

The more you build your cosmetic brand, the more patients will come in expecting to pay out-of-pocket—and happy to do so.

7. Don’t Devalue Your Work—Price with Confidence

It’s tempting to offer steep discounts just to “get the case,” but remember: veneers are premium, life-changing procedures that require skill, artistry, and chair time.

Set your pricing based on:

• Your skill and experience

• Lab costs (especially if using high-end labs)

• Time required

• Value delivered to the patient

Discounting too heavily undermines the perceived value—and your profitability.

The Bottom Line

You don’t need insurance to build a profitable veneer practice. What you need is a smart strategy:

• Educate patients on the value beyond cosmetics

• Offer flexible payment options

• Build desire through visual tools and marketing

• Stand behind your fees and deliver life-changing results

If you love doing veneers, don’t let insurance dictate your limits. Patients are out there looking for exactly what you provide—you just need to make it easy for them to say yes.

Benjamin Tuinei

Founder - Veritas Dental Resources, LLC
Phone: 888-808-4513

Services:
PPO Fee Negotiators | PPO Fee Negotiating | Insurance Fee Negotiating
Insurance Credentialing | Insurance Verifications

Websites:
www.VeritasDentalResources.com | www.VerusDental.com