Dentists love the idea of being “in-network” because it feels safe. Patients ask, “Are you in-network?” You say “Yes,” and suddenly it seems like you’ve won a new patient without breaking a sweat. Easy, right? Not so fast.

Here’s the hard truth: in-network status is not a marketing plan. It’s a 40–60% discount you’re giving away every time you sit down to prep a crown. That “write-off” is your marketing cost, and it’s one of the most expensive advertising campaigns you’ll ever run.

Compare that to fee-for-service or limited in-network offices that spend $5,000–$10,000 a month on actual marketing and team training. Their costs are predictable, controllable, and most importantly, they choose how to spend them. Those dentists keep far more of what they earn, and the math usually favors them in the long run.

But let’s be fair. Not every dentist is ready to ditch networks tomorrow, and there’s nothing wrong with playing both sides while you grow. If you’re in-network, the key is this: don’t rely on insurance contracts to market for you, because they won’t.

What the Research Actually Shows
Studies in patient behavior reveal something important: being in-network isn’t the primary driver of new patients. Most people find a dentist through referrals, Google searches, or social media. Being in-network doesn’t make you magically appear in their lives, it just makes it easier for them to say “yes” once they’ve already found you.

Think about it: when someone calls your office, they’re usually there because of a recommendation or your online presence. Then they ask, “Are you in-network?” That’s when the insurance card comes out, not before. So while insurance may grease the wheels, it’s not the engine driving patients to your door.

Affordable and Complimentary Marketing Strategies for In-Network Dentists
If you’re still in-network, here are smart, affordable ways to make sure patients actually find you in the first place:

• Google Business Profile (Free, High-ROI)
  Keep your listing up-to-date with photos, hours, and fresh reviews. Patients trust those stars more than insurance directories.

• Patient Reviews & Referrals (Free, but priceless)
  Train your team to ask happy patients for reviews on Google or Facebook. Even better, encourage them to refer friends and family. Word of mouth still trumps insurance networks.

• Social Media Presence (Low Cost, Big Impact)
  Authentic content—short videos, patient success stories (HIPAA-compliant of course), and behind-the-scenes team moments—gets far more engagement than polished ads.

• Community Visibility (Budget-Friendly)
  Sponsor a local kids’ sports team, host a free oral health day, or simply show up at community events. People want to support dentists they feel connected to.

• Team Training in Phone Skills (Small Investment, Huge ROI)
  When patients call, your team is your marketing. Teach them how to handle insurance questions without making your entire value proposition about being “in-network.”

The Bottom Line
In-network status is not a growth strategy. It’s a discount, plain and simple. And while discounts can help close the deal, they don’t replace the marketing and reputation-building that truly grow a practice.

So here’s the real question: would you rather pay 40–60% of your production in write-offs to let insurance “market” for you, or invest $5–10k a month in building a brand that patients will choose no matter what their insurance says?

Being in-network might get people to say “yes” faster, but it won’t get them to find you in the first place. That part is still up to you.

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