Let’s be honest, it’s been a rough few years for dentists. Between inflation, economic uncertainty, and patients tightening their wallets, even the best practices have felt the chill. Hygiene schedules have more holes than Swiss cheese, new patient numbers are down, and the phones aren’t ringing like they used to.

So naturally, many dentists start thinking, “Maybe I should rejoin a PPO. That’ll fix it, right?”

Hold up, doc.
Put. The. Contract. Down.

The Fear Is Real… But So Is the Trap
We get it. Empty chairs equal no production. No production equals no income. And no income? Well, that’s when things get really scary, ramen noodles for dinner and cold showers because you’re cutting utilities to save money. (Okay, maybe not that extreme, but you get the picture.)

When fear kicks in, logic sometimes takes a vacation. So you look at that shiny PPO offer letter and think, “This could help fill the schedule!”

But here’s the thing: joining a PPO rarely fills the schedule. What it does fill is your day, with patients whose insurance company now dictates what your dentistry is worth.

You don’t need a PPO. You need a plan.

The Math Doesn’t Lie (But Insurance Companies Sure Try To)
Let’s crunch it.
When you go in-network, you’re essentially agreeing to give away 30 to 40 percent of your fees. That’s not a marketing discount, that’s a full-on pay cut. Imagine walking into your bank and saying, “I’d like to make 40 percent less this year, please!”

That’s what rejoining PPOs is like.

Even worse, if you already have insured patients happily paying your full fee, congratulations, you just volunteered to give them an unrequested discount. That’s right, signing that PPO contract doesn’t just affect new patients. It instantly reduces revenue from some of your best existing patients.

The Myth of the “Find a Dentist” Fairy Tale
A lot of dentists believe that patients flock to the “Find a Dentist” tool on their insurance website like moths to a flame. Spoiler alert: they don’t.

Most patients don’t even know that tool exists. When people need a dentist, they do what you do when you need a plumber or a good restaurant, they hit Google or social media.

They read reviews.
They look at photos.
They stalk your office on Instagram.

That’s how they choose.

So if your goal is to get more patients, investing in marketing, not PPO participation, is the smart play. Marketing gives you flexibility, control, and freedom. PPOs give you paperwork, write-offs, and regret.

Fear Makes You Forget Who You Are
When times get tough, dentists sometimes forget that they’re not powerless. You built a business from nothing. You survived dental school (and that’s saying something). You’ve invested in technology, training, and a team, all to deliver exceptional care.

So why surrender all that to an insurance company that’s never set foot in your operatory?

You’re not in business to serve insurance carriers. You’re in business to serve patients.
And patients don’t care which PPO you’re on (unless we give them the idea that being in-network is important), they care how you make them feel, how you treat them, and whether they trust you.

What You Should Do Instead
If your schedule’s looking thin, here are some smarter, freedom-loving moves to try before handing over your wallet to a PPO:

• Get serious about marketing.
  Social media, Google Ads, local SEO, these are your allies. Test small, track results, and double down on what works.

• Re-engage inactive patients.
  A friendly recall campaign or email blast can do wonders. Sometimes your next “new patient” is one you haven’t seen in a while.

• Offer an in-house membership plan.
  It’s predictable, profitable, and gives patients an alternative to insurance. (Plus, you keep 100 percent of the revenue, not 60.)

• Refine your case presentation skills.
  People still spend money on what they value. If they understand the why, they’ll find a way.

• Invest in training your team.
  A well-trained front desk that confidently communicates value is worth more than a dozen PPO contracts.

The Bottom Line
Rejoining PPOs might seem like the safe move, but it’s actually the riskiest. You’re trading short-term perception of comfort for long-term captivity.

Yes, the economy is weird. Yes, patients are cautious. But the answer isn’t giving up 40 percent of your worth to companies that will still deny claims, delay payments, and treat you like a number.

Instead, take that energy and invest it in something that grows your independence, marketing, patient relationships, and your brand.

Because freedom is hard to earn and easy to lose.

So before you sign that PPO contract, ask yourself:
Would you rather fill your chairs with insurance-driven patients or fill your life with the freedom to run your practice your way?

Quick Recap:

• The economy may be tough, but PPOs aren’t the solution.

• Rejoining means a 30 to 40 percent pay cut with no guarantee of new patients.

• Most patients find dentists via Google and social media, not insurance portals.

• Marketing and value-based communication beat insurance dependency every time.

• Freedom is worth fighting for, don’t sell it for a discounted crown.

Veritas Dental Resources: Helping Dentists Stay Free
At Veritas Dental Resources, we help dentists protect their profitability and independence without giving in to PPO control. From fee negotiations and credentialing to strategic growth consulting, our mission is to help you work smarter, not cheaper.

If you’re thinking about rejoining PPOs because things feel slow, talk to us first.
We’ll help you find better ways to grow your practice without surrendering your freedom.

Visit www.veritasdentalresources.com or call (888) 808-4513 to schedule your free consultation.

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