If you’ve ever read Robert Cialdini’s Influence: The Psychology of Persuasion, you know it’s basically a field manual for understanding why people say “yes” and how to ethically guide them there. It’s not about manipulation, it’s about connection. And in dentistry, connection is currency.

Here’s the million-dollar question:
Do patients choose you because you’re “in-network” or because they trust you?

Because here’s the truth:
If your entire patient attraction strategy hinges on being in-network with insurance, then your loyalty is to the plan, not the person. But when patients trust you deeply and unshakably, insurance networks become optional. You become their dentist, not their discount.

The “Trust Economy” of Dentistry
In Cialdini’s world, influence works on the foundation of trust. No trust? No influence. In dentistry, that means:

Patients won’t follow treatment recommendations without trust.
Teams won’t go the extra mile without trust.
Your practice won’t survive outside insurance networks without trust.

The good news? Trust can be built intentionally. And when it is, you gain the ultimate freedom: patients who stay with you regardless of whether you accept their insurance.

How Cialdini’s 6 Principles of Influence Work in Your Favor

1. Reciprocity – Give First, Reap Later
   People tend to return favors. That doesn’t mean free whitening for life, it means giving patients small, unexpected moments of care — remembering their kid’s name, sending a follow-up text after a big procedure, or even offering them a blanket before they ask. When patients feel cared for beyond the transaction, they give back with loyalty.

2. Commitment & Consistency – Make Small Yeses Lead to Big Yeses
   Cialdini points out that once people commit to something small, they’re more likely to stay consistent with it.
   Example: Get patients to commit to small preventive visits (“Let’s get you scheduled for your next cleaning now so we stay on track”). Those micro-commitments make it much easier for them to say “yes” to bigger, more complex treatment later — insurance network or not.

3. Social Proof – The Power of “People Like Me”
   Patients trust what other patients say far more than what you say. Use testimonials, online reviews, and patient stories to show that people just like them have had excellent experiences — and didn’t care whether you were in-network.

4. Authority – Be the Expert, But Make It Human
   Authority isn’t about wearing a white coat and rattling off dental jargon. It’s about confidently communicating what’s best for the patient, backed by expertise and genuine concern. Patients trust those who lead with both skill and humanity.

5. Liking – People Buy from People They Like
   Your chairside manner isn’t fluff, it’s a revenue stream. Liking is built on warmth, relatability, and shared values. When patients actually like you and your team, they don’t shop around for the cheapest PPO dentist in town.

6. Scarcity – The Freedom from the “Network” Trap
   Scarcity is about value, not manipulation. You don’t have to beg patients to stay, instead frame your care as something not every office offers: more time with patients, higher quality materials, and personalized treatment plans. Scarcity tells patients, “You can’t get this everywhere.”

Building an Insurance-Free Practice with Influence
When you put Cialdini’s principles into practice every day, you’re not just filling chairs, you’re building a tribe. Your patients stop asking, “Do you take my insurance?” and start saying, “When can I see you?”

This shift in loyalty means:
You’re no longer at the mercy of insurance fee schedules.
You can invest more in patient experience and staff development.
Your practice thrives on reputation, not reimbursement rates.

The Bottom Line
Freedom from insurance doesn’t start with a dropped contract, it starts with influence. When you and your team master the art of earning trust, you’re no longer competing on price or network status. You’re competing on relationship.

As Cialdini would say, influence is a superpower. In dentistry, it’s the superpower that lets you practice on your terms.

So ask yourself: Do you want to be known as “the dentist on my insurance list” or “my dentist, no matter what”?

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