If you’ve been in dentistry long enough, you already know: nobody goes to dental school dreaming of insurance claims. But guess what? Most front office administrators didn’t dream of them either. In fact, very few have ever had any formal training on dental insurance at all.

Instead, most front office team members are tossed into the deep end of the pool with a “you’ll figure it out” kind of attitude. Their training is almost always “hands-on”—translation: trial and error. And in dentistry, “error” usually means one thing: an upset patient.

Why the Front Desk Fears Insurance

Picture this: A patient storms up to the counter with a denied claim in hand. Do they call their insurance carrier to complain? Of course not. They yell at the dental office team member standing five feet away.

Why? Because of a pesky little thing called Assignment of Benefits (AOB). AOB makes it appear as if the dental office itself is the one running, processing, and denying insurance claims. Patients think you control their insurance plan. So when something goes wrong, your front office gets blamed for decisions made by a stranger in a cubicle at the insurance company.

After years of this, what happens? Many administrators finally “crack the code” of insurance. They’ve built systems for treatment planning, they’ve mastered appeals, and—most importantly—they’ve learned how to manage patient expectations just enough to avoid daily screaming matches. And once they finally reach that point, they don’t want to rock the boat.

So when you, the dentist-owner, propose a big change—like contract optimization or umbrella network strategies that may temporarily place the practice out-of-network—they panic.

Not because they’re against growth. But because they’ve lived through chaos, fear, and blame before, and they simply don’t want to go back there again.

Why Resistance is Normal (and Even Healthy)

It’s easy for dentists to view this resistance as “obstruction” or “negativity.” But let’s flip the script for a moment. What if that resistance is simply your team trying to protect themselves (and you) from patient backlash? What if it’s less about defiance and more about fear?

If you can see their hesitation through the lens of compassion, you’ll realize something: their resistance is actually rooted in loyalty. They want to protect the practice from what they believe could be another tidal wave of patient complaints.

Leading with Compassion and Vision

So what’s the solution? Two words: training and incentives.

• Training: Your team needs confidence. If you’re changing networks, negotiating PPO contracts, or temporarily going out-of-network, show them exactly how this benefits the practice and how to handle patient conversations without fear.

• Incentives: If the practice earns more revenue through smarter insurance strategies, don’t just pocket it—share it. Bonuses, profit-sharing, or even simple recognition programs go a long way in helping the team buy into your vision.

But most importantly, listen. Sit down with your front office and ask, “What’s your biggest fear if we make this change?” Then really listen. If you can pinpoint the source of their fear, you can create systems that remove it.

The Hard Truth About Change

Here’s the reality: businesses that don’t adapt to economic changes don’t survive. Dentistry is no different. If your team resists every insurance strategy shift because of fear, your practice risks stagnation.

Think about Kodak and Blockbuster. Both were industry giants. Both saw the signs of the digital age coming. And both ignored those signs, clinging to “what worked before.” The result? Their innovative competitors—Netflix, Apple, and others—revolutionized their industries while Kodak and Blockbuster faded into history.

Don’t let fear of change put your practice on the same path.

Firing a good employee who’s fearful of change is rarely the answer. Neither is shelving a game-changing strategy because one person is nervous. The middle ground is where leaders thrive: patience, compassion, and clarity of vision.

At the end of the day, your front office isn’t the enemy of change—they’re simply scarred veterans of the dental insurance battlefield. Treat them with compassion, guide them with vision, and together, you’ll navigate the changes that secure your practice’s future.

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