Let’s get something out of the way real quick: dental insurance isn’t evil. It just acts like it sometimes.

Now that we’ve broken the ice, let’s tackle a golden question dentists have debated for years:

Does being in-network actually bring in new patients—or are we just stuck in a giant write-off Ponzi scheme disguised as “marketing”?

The Myth of the Magical Insurance Directory

We’ve all heard it:

“Being in-network gives you exposure! Patients will find you in our provider directory!”

Sure, Jan.

The truth? Less than 5% of patients actually use their insurance company’s “Find a Dentist” tool.

Patients aren’t clicking directories. They’re Googling you. They’re scrolling Instagram. They’re checking your Google reviews, your TikToks—and maybe even your dance moves (if you’re brave).

What Does Being In-Network Really Get You?

It lowers the barrier to entry. When your front desk says, “Yes, we’re in-network,” that simple affirmation can turn a call into a scheduled appointment.

It’s psychology. Patients are told “in-network” equals savings. It sounds safe, easy, and affordable.

✅ So yes, being in-network can boost conversion.
❌ But no, it doesn’t create the call in the first place.

The Fee-for-Service FOMO

Those unicorn fee-for-service (FFS) practices? They’re not magic—they’ve just done the work.

They’ve:

• Invested in advanced training and branding

• Nailed online reviews and social proof

• Scripted their phone calls

• Delivered an experience that feels five-star—with fluoride

Insurance Write-Offs = Marketing Costs?

Here’s the brain-bender:
Should you treat PPO write-offs as a marketing expense?

If you only stay in-network to attract patients, then… yes. That $500 write-off on a crown? That’s your “fee” for getting the patient through the door.

But unlike Google Ads, you can’t adjust it or cancel it. It’s a forever cost.

How to Grow (Even If You’re PPO-Heavy)

💬 Invest in Google Reviews
Patients trust stars more than networks.

🌐 Upgrade Your Website
Make it mobile-friendly and visually appealing.

📞 Train the Front Desk to Convert
Scripts and roleplay = booked appointments.

📲 Get Social and Show Personality
Be human. Be visible. Be consistent.

📊 Track Marketing ROI
Whether it's ad spend or PPO write-offs—know your acquisition cost.

🔎 Evaluate Each PPO
Drop or renegotiate plans that don’t deliver value.

Final Thought: Pick Your Strategy—But Own the Cost

In-network can work.
Fee-for-service can work.

But neither will work without intentional strategy.

Treat in-network like a paid ad channel—because that’s essentially what it is.

Or go FFS and create an experience so compelling that patients stop asking about insurance altogether.

✅ Your Action Item:

Pull your last 6 months of PPO write-offs.
Add them up.
Then ask:
Did that amount bring in enough new patients to be worth it?

If not—it’s time to renegotiate. Or rethink your strategy.
Either way, it’s your turn to take the wheel.

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