6 Things the Most Successful Fee-for-Service Dental Practices Have in Common

This article originally appeared in December/2025 on DentistryToday.com.

With fee-for-service gaining popularity among privately owned dental practices, many dentists want to know what it takes to succeed. In my experience working with fee-for-service practices, the top-performing dentists know exactly which patients they wish to serve and are committed to providing an exceptional patient experience. Most importantly, their marketing strategy aligns with their goals.

I have identified six things that successful fee-for-service practices do:

1. Clarity of Vision & Purpose

Alignment between the leadership, the team, the services offered, and, most importantly, the patients served is an absolute must for any fee-for-service practice. It’s important to identify the target patient. Each practice is different. Some would prefer to handle more complex cases, while others wish to specialize in cosmetic dentistry and aesthetics or focus on family dentistry. Regardless of the type of patient the dentist wants to attract, they should clearly define their goals. Not only do clear goals help staff understand exactly what they’re working toward, but they also help the marketing team craft a marketing message that aligns.

2. A Patient-Centered Experience

Contrary to popular belief, fee-for-service practices aren’t just flashy. The successful ones have created an environment where patients feel genuinely cared for from the moment of first contact, even before they have an appointment on the books. These practices invest in the patient experience. They focus on hospitality, and their marketing conveys that.

Successful fee-for-service dentists understand that what will make a patient come to their practice over an in-network one is a personalized patient experience that’s also convenient and comfortable. When patients feel well cared for, they are more likely to appreciate the value of the service over the cost.

3. Consistent Messaging

To attract premium patients who are willing to look outside of their insurance networks, every interaction, online and offline, needs to reinforce the message of personalized, quality care. Successful fee-for-service practices ensure that their marketing is consistent and cohesive across all channels. Dentists who view marketing as a way to communicate their values and what the practice stands for find that more of the right types of patients respond, which means more new patient appointments and higher retention as well.

4. A Leadership Mindset

One of the most critical factors in finding success as a fee-for-service dentist is thinking like a leader. This means setting the team up for success by providing adequate training and implementing the right systems to help them provide the best possible patient experience. It also means being involved in the practice’s marketing strategy. Dentists who contribute ideas, create their own content, and encourage the same from their team are the most successful. These dentists tend to view marketing as an investment in the future of their practice.

5. Eye on the Prize

The best fee-for-service dentists aren’t relying on gimmicks or specials to get new patients in through the door. They spend their time and effort building relationships because patients who feel understood and valued are far more likely to remain loyal and make referrals. A relationship-based approach takes time, but dentists find it raises the overall quality of the patients they see. In the long run, it usually results in higher revenue as well since more new patients schedule appointments because they want a dentist who will take care of them for life, not just a discounted service.

6. Authenticity

Fee-for-service dentists who create authentic, engaging content to share on social media, through email, and on the practice’s website will find more success than those who do not. Whether it’s through blog posts, videos, or social media, these dentists recognize the value of sharing their expertise and educating patients, rather than just providing a service for a fee. Doctors who actively participate in content creation demonstrate that they are thought leaders in their field, which strengthens their relationships with patients and attracts others seeking a dentist they can trust.

What sets the most successful fee-for-service dental practices apart from the rest is not their external polish or expensive marketing campaigns. It’s the way everything, from their leadership to their team communication and their marketing, supports the same patient-centered message. They invest in the experience, they build long-term relationships, and they maintain consistency in everything they do to create value for their patients.

For successful fee-for-service dental practices, it’s not about instant gratification or overnight success. It’s about having a clear vision, delivering an outstanding patient experience, and committing to long-term, meaningful connections with their patients and their teams.