Dentists are some of the most resilient people on the planet. Think about it, you’ve been through dental school, boards, residency, the grind of starting or buying a practice, and the sleepless nights wondering how you’ll make payroll. Yet for some reason, when it comes to negotiating PPO contracts, fear takes the wheel.

Most of that fear doesn’t even start with you. It usually comes from the front office, who panic at the idea of dropping a plan. “But what if all the patients leave?” they’ll ask. “What if insurance never pays us again?” Or worse, “What if the sky falls the second we go out-of-network with one company?”

Let’s set the record straight: running a business on fear is not a business strategy, it’s a slow death by a thousand paper cuts, administered gleefully by insurance carriers who know exactly how to keep you in line.

The truth is, the numbers show a very different story. In almost every case, umbrella network strategies (when followed properly) outperform direct participation with low-paying PPO plans. Offices that take the leap to renegotiate, reconfigure, and even drop direct contracts often see significantly higher revenue per patient, less administrative burden, and more breathing room to practice the kind of dentistry they were trained to deliver.

But here’s the rub: getting there isn’t painless.

Pain Is Part of Growth
We tell our patients this every day.

“Yes, Mrs. Jones, this root canal might be uncomfortable, but it will save your tooth.”

“Yes, Jimmy, your braces may hurt after each adjustment, but look at the smile you’ll have when we’re done.”

Discomfort is temporary. Health is the reward.

Business is no different. PPO negotiations and contract optimization often come with turbulence. You may have a temporary dip in patient flow. Your front desk may get calls with questions they’re not used to answering. You may feel a pit in your stomach when you see those first out-of-network EOBs.

But just like your patients, you have to remind yourself: the pain is temporary, the reward is permanent.

Trial by Fire
There’s an old saying: “Trial by fire.” It’s the process of being tested under pressure, refined in the flames of challenge. Gold doesn’t become pure without fire. Diamonds don’t sparkle without pressure.

Your dental business is no different. The PPO system was designed to keep you compliant and dependent. If you want freedom, you can’t expect it to come without a fight. You can’t cling to comfort and expect to grow at the same time.

When you face down that discomfort, renegotiating, restructuring, stepping away from toxic contracts, you come out the other side more valuable, more resilient, and more in control of your practice future. Just like purified gold, you’ll be stronger for having gone through it.

The Bigger Picture
Here’s what happens when you commit to the process:

Revenue goes up. You’re no longer working twice as hard for half as much.

Team morale improves. Your staff sees the business fighting back instead of just taking punches from insurance companies.

Patients respect you more. When you confidently explain your value and why you’re not chained to bottom-of-the-barrel reimbursements, patients recognize quality.

Sure, a handful of patients may leave, but the ones who stay are the ones who value you. And those are the patients who build a sustainable, thriving practice.

Final Encouragement
If you’re afraid of PPO fee negotiations, remember this: fear is normal, but it’s not a strategy. You didn’t become a dentist to be controlled by insurance companies. You became a dentist to practice excellent dentistry, provide for your family, and make a difference in your community.

Yes, the process may sting. Yes, you may feel the fire. But once you’re through it, you’ll be stronger, more profitable, and more free.

Growth has always required discomfort. The question is: are you willing to go through the trial by fire to refine your practice into pure gold?

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