Every dentist has been there.

You want to grow. You want more new patients. Your marketing is solid—but it’s not enough. And then someone suggests the obvious:

“Just join a few PPOs. That’s where the patients are.”

And they’re not wrong.

In today’s economy, patients are more insurance-dependent than ever. When budgets tighten, families start asking “Who takes my insurance?” before they ever check Google reviews or practice websites.

Going in-network can be a powerful growth tool. But here’s the catch...

PPO Write-Offs: The Marketing Expense No One Talks About

If you're joining PPOs for marketing purposes—to bring in new patients—you have to treat it like any other advertising investment.

Only in this case, your “ad spend” is a permanent discount on nearly everything you do.

Let’s say your standard crown fee is $1,200. Your PPO reimburses $700. That’s a $500 “marketing expense” every time you do that crown. But it doesn’t stop there—you’re giving that discount not just to new patients, but to every patient under that plan.

Would you ever run a Google ad that costs you 40% of revenue per sale, with no cap?

Probably not.

Yet this is exactly what happens when dentists rush into in-network contracts without a methodical strategy. The new patient flow might increase—but so do the write-offs, the administrative headaches, and eventually, the regret.

The Smart Way to Use PPOs as a Marketing Tool

So what’s the alternative? It’s simple:

Join PPOs with strategy, not desperation.

Here’s how profitable practices are doing it:

1. Start With a Purpose Don’t join a plan just because “patients are on it.” Ask yourself:

   • Is this plan dominant in your local employer groups?

   • Can you negotiate a fair fee schedule?

   • Do you have the capacity to handle the influx?

2. Do the Math on Write-Offs Compare potential new patient revenue to projected write-offs. If the write-offs outweigh the marketing value, it's not a good deal. Some plans may end up costing you more than a billboard on a freeway—and deliver less.

3. Pick Plans With an Exit Strategy The best PPO relationships are temporary. Use them to fill your schedule, build trust with new patients, and then gradually transition out once you’ve replaced those plans with stronger internal marketing and referral systems.

4. Negotiate, Always Never accept a PPO contract at face value. Many doctors are shocked to discover how much more they could be paid—if only they asked. This is where having the right partner makes all the difference.

Profitability Without Compromise

You don’t have to sell your soul to PPOs to grow your practice.
You don’t have to give up on profitability just to keep chairs full.
You don’t have to stay in-network forever.

But you do need a plan.

That’s where Veritas Dental Resources comes in. They specialize in helping dentists:

• Evaluate which PPOs make financial sense

• Negotiate higher, more profitable fee schedules

• Avoid the trap of permanent write-offs

• Create exit strategies for long-term independence

Their focus isn’t just on getting you into plans—it’s about helping you get into the right plans, for the right reasons, with a clear path forward.

Your Endgame: Profit and Freedom

Yes, PPOs can help you grow. But they should be a stepping stone—not a trap.

Use them to get visibility, to bring in quality patients, and to build momentum. But always have your sights set on a more profitable, less insurance-dependent future.

With the right strategy and the right partner, you can leverage PPOs as a marketing tool without sacrificing your margins, your values, or your sanity.

Start with a complimentary consultation at www.veritasdentalresources.com.
You’ll be amazed at what’s possible when you stop letting insurance companies call the shots—and start taking control of your own growth.

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