Many dentists feel stuck in PPO plans, especially in small towns where every other practice is in-network. They worry that going fee-for-service isn’t possible in their area. But what if that belief is holding them back?
In this episode, Gary and Naren share the story of a dentist who thought exactly that—until he saw things differently. Instead of seeing his town as a challenge, he realized being the only fee-for-service practice could actually be an advantage. Patients are looking for quality care, and many are willing to pay for it—if they know where to go.
Gary breaks down the mindset shift needed to leave PPOs successfully, no matter where your practice is located. He also shares practical steps, including how to market your practice, attract the right patients, and build strong relationships that keep them coming back.
Key Takeaways
- Being the only fee-for-service practice can be a good thing – Many dentists think they can’t drop PPOs if no one else has. But being different makes you stand out. Patients looking for quality care will choose you if you give them a better option.
- Mindset matters when going out of network – If you believe it won’t work, it won’t. But if you see the opportunity, you can make it happen. Many dentists in small towns have successfully dropped PPOs, and you can too.
- Marketing is the missing piece – PPOs bring patients to your door, but when you drop them, you need a plan to attract new ones. Online marketing, patient referrals, and strong relationships help fill your schedule with the right patients.
- Your team and services set you apart – If you offer high-value treatments and have a great team, you don’t need to compete on insurance. Patients will choose you for your expertise and care, not because their plan tells them to.
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Episode Timestamps
- 00:02:12 – A Dentist’s Doubt: Can This Work in My Town?
- 00:04:18 – Why Being the Only Fee-for-Service Practice is an Advantage
- Instead of seeing this as a problem, Gary explains why it’s actually an opportunity.
- Being different makes you stand out, and many patients want high-quality care, not just what their insurance covers.
- 00:06:04 – Mindset Matters: The Roger Bannister Lesson
- Gary shares the story of Roger Bannister, the first person to run a mile in under 4 minutes.
- Just like people once believed running that fast was impossible, many dentists believe they can’t drop PPOs—until they see proof.
- 00:08:40 – A Real Example: Succeeding in a PPO-Dominated Small Town
- A dentist in a town of 50,000 (with a 75,000 draw area) successfully went fee-for-service.
- Even in towns with big corporate practices or DSOs, patients will choose high-quality care when given the option.
- 00:10:42 – The Power of Marketing to Attract the Right Patients
- Many dentists don’t market because PPOs bring them patients. But when you drop insurance, marketing becomes essential.
- Gary explains how online presence, referrals, and patient relationships help fill the schedule.
- 00:12:15 – Creating a Step-by-Step Plan for a PPO-Free Practice
- It’s not about taking a blind leap—successful practices have a strategy.
- Key steps: Evaluating the practice, setting goals, training the team, and implementing marketing.
- 00:14:52 – The Dentist’s Realization: This Could Work
- After seeing other successful examples, the dentist shifted his mindset.
- He realized that not only could he go out of network, but it would solve many financial challenges in his practice.
Patients today want quality dentistry. They don’t want the commodity dentist, you know, typically that’s how they think of PPO plans.
Naren Arulrajah
You would be the one that patients in your community would seek out if they’re looking for something other than dentistry as a commodity.
Gary Takacs
Resources
One of Gary's most significant achievements as a dental practice management coach is transforming his own practice, LifeSmiles, from one that was infected with PPO plans, no effective marketing strategy, and an overhead of 80% to a very successful dental practice that is currently one of the top-performing practices in the US.
As CEO of Ekwa Marketing, Naren has over a decade of experience working with dental practices and helping them attract the ideal type of patients to their practices. It is his goal to help dentists do more of the type of dentistry they love with the help and support of effective digital marketing.
