Let’s say you're standing at a fork in the road.

To your left: The PPO Path—paved with new patients, low fees, and enough write-offs to give your accountant heartburn.

To your right: The Marketing Path—paved with custom websites, SEO, Google ads, Instagram reels, direct mailers, and... an invoice from your marketing agency that reads like a ransom note.

Which do you choose?

Better yet, which should you choose?

Spoiler alert: There's no perfect answer. But there is a smarter one—and it starts with understanding the pros, cons, and not-so-hidden landmines of both.

PPOs: The Netflix of Patient Acquisition

Joining PPOs is like signing up for Netflix: cheap, convenient, and within minutes, the patients just start rolling in. It’s plug-and-play. You get listed in an insurance directory and voilà—patients show up because you're "in-network."

The Good:

• Immediate exposure to hundreds (sometimes thousands) of patients.

• No upfront cost (just a slow and painful bleed of your profits over time).

• Patients already trust you because their insurance company told them to. Aw, how sweet.

The Bad:

• You're working harder for less money.

• You start diagnosing treatment plans like you're selling tacos at a $1 discount day.

• Insurance plans hold the power—and you're not invited to the negotiating table unless you bring serious leverage (hint: talk to Veritas Dental Resources).

Marketing: The Long Game With Big Rewards (and Big Risks)

Ah, marketing. The sexy, sparkly, unpredictable world of self-promotion. It’s how you attract patients who want to see you, not just those who show up because their insurance said so.

The Good:

• You get to set your own fees.

• Patients choose you because of your brand, reputation, or TikTok fame.

• You control your profit margins, case acceptance flow, and scheduling.

The Bad:

• Marketing costs money upfront.

• It requires a strategy, not a “post-it-and-hope” approach.

• Most importantly: if your front office team isn't trained properly, it’s all for nothing.

Let me say that again louder for the people in the back:
You can spend $10,000 on digital ads and still lose every single caller if Brenda at the front desk sounds like she’s filing taxes while answering phones.

Can You Market Without Insurance Participation?

Absolutely. And many successful fee-for-service practices do it very well. But don’t confuse “fee-for-service” with “build it and they will come.”

They don’t just come.

You have to make them want to.

That means:

• SEO optimization (Google is the new Yellow Pages, except it actually works).

• Google Reviews (80+ five-star reviews are better than a billboard).

• Internal referral programs (happy patients refer happy patients).

• Direct mailers (yes, they still work—especially with a strong call to action).

• Social media (people want to see your personality, not just your porcelain veneers).

• Community involvement (sponsor the local little league and boom—instant fans).

• Email newsletters (the digital version of “don’t forget we exist”).

All of these work. Some work better than others depending on your location, demographic, and how photogenic your office dog is.

Can You Just Take Insurance and Skip Marketing?

Sure. And you’ll fill your chairs quickly. But here’s the rub:

• You don’t control the narrative.

• You don’t control your fees.

• You don’t attract ideal patients—you attract whoever the plan sends you.

It's like putting up a sign that says, “We accept everyone,” then being shocked when everyone shows up… with a $5 copay and a 3-page treatment plan they can’t afford.

What’s the Most Cost-Effective Option?

Here’s where it gets fun.

When comparing different strategies, the contrast is eye-opening. PPO participation starts off with a low initial cost but carries high ongoing costs due to write-offs, resulting in low profit margins and low patient loyalty. Investing in marketing and training, on the other hand, requires a medium to high upfront investment and ongoing medium costs, but it yields high profit margins and strong patient loyalty. Opting for PPO participation without any marketing might seem cost-effective initially, but it leads to very low profits and weak patient retention. Worst of all is spending heavily on marketing while relying on a poorly trained phone team—this combination leads to disastrous ongoing costs, nonexistent profits, and patient loyalty that’s practically a joke.

In other words, marketing + front office training is the winning formula if you're in it for the long game.

Here’s the Honest Truth

Joining PPOs is like ordering fast food. It’s quick, cheap, and fills you up. But keep doing it long enough, and your arteries (read: margins) will clog.

Marketing, on the other hand, is like cooking at home. It takes planning, time, and a little upfront investment—but the results are healthier, tastier, and sustainable.

The best dentists in the country? They do a little of both—but they do it intentionally.

• They negotiate the highest possible PPO fees (with help from pros like Veritas Dental Resources).

• They market their brand like it’s the hottest show in town.

• And they train their team so well that every phone call becomes a scheduled appointment.

Final Thought: You Can’t Outsource Passion

Marketing works. PPOs can work. But neither will work if your front office is overwhelmed, your clinical team is burnt out, or your systems are duct-taped together.

Start with this:

1. Train your team.

2. Decide your ideal patient.

3. Then build your growth strategy around that.

Because your schedule might be full—but if your profit margin is thinner than a floss shred, you’re not winning.

And you, Doctor, deserve to win.

Need help figuring out your mix of marketing vs. PPO participation?
Veritas Dental Resources is your go-to for PPO fee negotiation strategy, training, and helping you build a plan that makes business sense and aligns with your vision.

www.veritasdentalresources.com – because you can fill your chairs without selling your soul.

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