For many dentists looking to grow their practice, the question comes up:
“Should I join PPO insurance plans to get more new patients?”

It’s a valid question—after all, becoming an in-network provider can bring patients through the door. But let’s be clear: joining PPOs is not a shortcut to long-term growth unless you understand the trade-offs.

The truth is, joining insurance networks and marketing your practice are both patient acquisition strategies, but they work in fundamentally different ways. And the real key? You need to treat PPO participation as a form of marketing—with all its costs.

The Hidden Marketing Cost of Being In-Network

Let’s be honest. When you become an in-network provider, you’re agreeing to deep discounts on your fees—often 40% to 60% less than your standard rates. That’s a massive write-off.

So if you’re accepting lower reimbursement in exchange for new patients, guess what?
That’s a marketing expense.

Think about it:

• You wouldn’t spend $20,000 on digital ads without asking what return you’ll get.

• So why would you write off $200,000 a year in PPO adjustments without evaluating the value?

Dentists must reframe in-network participation as an expensive marketing tool—one that eats into your profitability. And like any marketing effort, it should be measured, optimized, and constantly evaluated.

Do Patients Really Choose Dentists Based on Insurance?

Some do—but not as many as you think.

Most patients today don’t pull out their PPO directory to pick a dentist. Instead, they go where everyone goes for answers:
Google. Instagram. Facebook. Online reviews.

Even patients with insurance want a provider they trust—not just one that’s “in-network.”

That’s where companies like Ekwa.com come in. As a trusted leader in dental marketing, Ekwa helps practices build strong online visibility, attract the right patients, and grow without relying solely on insurance networks. With consistent SEO, social media strategy, and reputation management, your practice becomes the practice patients find—regardless of their insurance status.

If You Do Join PPOs, Negotiate First

Before you sign that contract with a PPO, pause. Breathe. And negotiate.

Don’t assume the fee schedule you’re offered is set in stone. Many PPOs are willing to renegotiate fees—especially if you know how to ask.

That’s where companies like Veritas Dental Resources shine. They specialize in helping practices maximize PPO reimbursements, increase profitability, and minimize unnecessary write-offs.

Pro Tip: Always negotiate before you enroll as an in-network provider. It’s much harder to raise fees later.

No PPO? No Problem—Market Like a Pro

If you choose not to join PPOs, you’re not closing doors—you’re opening new ones. But now, marketing becomes your #1 growth tool.

• Invest in SEO and Google Ads.

• Build a strong social media presence.

• Collect and showcase great online reviews.

• Train your team to confidently handle the “Are you in-network?” conversation.

Your front office team plays a huge role in converting insurance-focused callers into loyal patients. It’s about emphasizing the value, experience, and quality care your office provides—not just insurance compatibility.

So… Which Strategy Is Right?

Both paths work. But here’s the key:

If you join PPOs, negotiate your fees and treat the write-offs as marketing costs.
If you stay out-of-network, double down on marketing and team training.

There’s no one-size-fits-all answer. What matters most is that you choose your path intentionally—with your goals, your values, and your patient experience at the center.

Final Thought: Don’t Let Insurance Define Your Growth

In-network participation can help fill chairs. So can effective marketing. But in both cases, the real secret to sustainable practice growth is delivering exceptional care and building trust.

Whether you're PPO-heavy, fee-for-service, or somewhere in between, just remember:
You’re not in the insurance business.
You’re in the people business.

And people don’t come to you because you're in-network. They stay with you because of the experience, the care, and the confidence you give them in your hands.

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