Let’s get one thing out of the way: there is no single right way to grow a dental practice.

If there were, every dentist would be doing it, and dental Facebook groups would be very quiet places.

Some practices grow because they’re in network with everything that moves.
Others grow because patients walk out saying, “I actually liked my dentist, should I be worried?”

Both paths can work.
Both paths can fail.
And both paths depend heavily on who you are, where you practice, and how humans feel about you after five minutes of conversation.

A Tale of One Dentist, One Town, and Zero Insurance Drama

I once worked with a startup dentist in Park City, a town filled with beautiful views, ski lifts, and dentists who took just about every dental plan under the sun. Delta, yes. MetLife, sure. A random plan nobody’s heard of but somehow pays $250 for a crown, absolutely.

This dentist started out the normal way, enrolling with the standard insurance plans in the area because that’s what everyone does.

But then something unexpected happened.

She realized she didn’t need insurance.

Why?

Because she was a social butterfly.
Friendly. Relatable. Warm.
The kind of person strangers tell their life story to while waiting for coffee.

Patients didn’t just come to her for dentistry, they came because they liked her. They trusted her. They referred their friends. They showed up. They stayed.

Month after month, the importance of being in network shrank, until eventually it disappeared entirely.

She went fee for service, terminated every insurance contract, and in her first year alone saw over 1,100 patients.

No gimmicks. No panic. No “please hold while we check your benefits” soundtrack playing in the background.

Meanwhile… Across Town

Compare that to the other dentists in town, many of which I know and respect.

If you asked them how they survived, many would say, “There’s no way we could make it without insurance.”

And they weren’t wrong, for them.

Most solo practitioners aren’t spending thousands per month on marketing. They’re not networking at every social event. They’re not magnets for small talk, and there’s nothing wrong with that if you relate. I’m that way too.

So being in network helps patients say yes quickly.

“Do you take my insurance?”
“Great. I’ll book.”

But here’s the catch.

Those same dentists were taking 40 to 60 percent discounts on their fees just to be in network.

Which means:

• More patients

• More work

• More stress

• Same or less profit

They still had to market.
They still had to build trust.
They just did it while running faster on a lower fee treadmill.

The Real Lesson (and It’s Not About Insurance)

This story isn’t about insurance being bad or fee for service being superior.

It’s about fit.

Some dentists are natural marketers without realizing it.
Some dentists prefer systems over socializing.
Some communities demand in network participation.
Some communities reward personality, trust, and relationships.

Being in network can be a fantastic strategy when:

• You have a limited marketing budget

• You’re in a highly competitive area

• Patients need an easy yes button

Being out of network can work beautifully when:

• Patients genuinely like and trust you

• You’re comfortable educating and connecting

• You want to work less for more

So… What Does This All Boil Down To?

• Insurance is not a marketing plan.

• Marketing is not one size fits all.

• Being in network isn’t always the solution, but sometimes it’s the smartest move.

And if you do go in network?

Do it strategically.
Negotiate those fees.
Understand the trade offs.
Build a structure that supports your goals, not just the insurance company’s.

Want the Truth About Your Practice?

If you’re unsure which path makes sense for your practice, that’s where Veritas Dental Resources comes in.

Veritas is Latin for truth, and that’s exactly what you’ll get.

No pressure.
No salesy nonsense.
Just an honest conversation about whether being in network helps you, or holds you back.

Because the best strategy isn’t what worked for the dentist down the street.
It’s the one that works for 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