In times of economic uncertainty, one thing becomes crystal clear: people change how they spend money—and that includes how they choose a dentist.

When recessions hit or inflation rises, families start asking different questions:
“Does my insurance cover that?”
“Do they take my plan?”
“Can we delay treatment?”

And while digital ads, SEO, and social media still matter, one surprising truth has emerged in recent years:
Being in-network is often the most powerful marketing tool of all.

The Shifting Landscape of Dental Marketing

Traditional dental marketing has evolved from yellow pages to Google Ads, from postcard mailers to Instagram reels. Smart practices now invest in:

• Search Engine Optimization (SEO) to show up when people Google “dentist near me”

• Pay-Per-Click Ads to target high-intent searchers

• Online Reputation Management to keep those five-star reviews flowing

• Community Involvement to build local trust

• Internal Referral Systems to activate happy patients

All of these strategies still matter—and when used well, they can absolutely drive consistent growth.

But here’s what many dentists are discovering today:
None of it matters if patients filter you out for being “out of network.”

The Power of “In-Network” in Today’s Market

When people tighten their wallets, their decision-making narrows. The value of being in-network skyrockets during economic downturns because:

• Insurance is perceived as “free” money—patients want to maximize it

• Price sensitivity increases—families shop around more carefully

• Patients default to their insurance company’s list of providers

And in this environment, in-network dentists are seeing a surge.

One practice in Texas reported they were booked out eight weeks in advance—and not because of aggressive advertising. “We’re just on all the major PPO lists,” the doctor explained. “New patients are calling faster than we can schedule them.”

That’s not uncommon.

While many dentists have chosen to go out of network to reduce write-offs (and rightly so), an interesting trend has emerged: doctors are rejoining PPOs temporarily to maintain steady cash flow and prevent long-term slowdowns during economic slumps.

A Temporary Trade-Off with Strategic Intent

Let’s be clear: PPO write-offs are painful. No dentist wants to give away 30% to 50% of their production just to be listed in a directory.

But for many, this decision isn’t about giving up—it’s about staying stable until the market shifts.

Here’s how some practices are playing it smart:

• Rejoining selected PPOs strategically (not all)

• Negotiating better fee schedules to reduce the financial sting

• Investing in training to maximize case acceptance even at lower reimbursements

• Focusing on internal efficiencies so lower fees don’t kill margins

• Planning an eventual exit from PPOs when the economy strengthens

This is marketing with financial awareness and strategic patience.

A Real-World Example

Dr. Maria S., a dentist in Arizona, had spent three years successfully moving her practice out of network. But when her new patient flow started drying up in 2023 due to rising inflation and patient cost concerns, she pivoted.

“I didn’t want to rejoin insurance plans,” she admitted. “But I also didn’t want to lose my team or dip into savings just to survive.”

She rejoined two PPOs where she could negotiate reasonable fees. The result? Her schedule filled back up within 60 days. She now uses the cash flow to invest in patient education and systems that will allow her to phase back out when the time is right.

“It’s not forever,” she said. “It’s just for now. But I’m sleeping better at night.”

Marketing That Balances Growth and Cash Flow

As a dental consultant recently put it:
“In a recession, the most valuable currency isn’t clicks—it’s trust and affordability.”

In-network status signals both. When patients are looking for value and safety, “covered by insurance” carries enormous weight.

So if you’re investing in marketing right now, consider this layered approach:

1. Yes—keep building your digital presence.
   You need to be visible, credible, and easy to find.

2. Yes—train your team to convert phone calls into appointments.
   Every lead matters more in a slower economy.

3. But also—consider whether selective PPO participation could give you the cash flow buffer you need to grow without stress.

It’s not about giving in to insurance companies. It’s about using every tool available—ethically, strategically, and temporarily—to grow your vision of success.

Hope for the Long Game

Recessions don’t last forever. Patient habits eventually shift back. Elective procedures rebound. Out-of-network models become viable again.

But while the storm passes, your job is to build a bridge to the other side.
And for many practices, in-network marketing is that bridge.

You don’t have to love PPOs.
You don’t have to stay with them forever.
But you can use them, wisely and temporarily, to stay strong—so you can build the practice you really want when the time is right.

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