Part 1: Grow Production by Maximizing Patient Visits
Key Takeaways
- The Profitability Formula outlines a strategy for increasing revenue.
- A steady stream of patients coming through the door is the lifeblood of a successful practice.
- Maximizing production per patient visit is where real growth lies.
Across the landscape of private practice dentistry, no two practices are alike. While there’s no exact “How-to” manual for dental practice success, there is a formula.
This aptly named Profitability Formula lays out a path to what every dental practice owner is working to increase — more profit for their business and more money in their pocket.
“The beauty of this formula is its simplicity,” says CWA Partner and CPA Judson Crawford. “It breaks the process down into practical chunks, so doctors can identify what areas of the business they need to focus on.”
In part one of this two-part series, Judson focuses on improving and maximizing the first two elements of the Profitability Formula: Patient Visits and Production per Visit.
INCREASING PATIENT VISITS
A steady stream of patients coming through the door is the lifeblood of a successful practice and is the first step toward increasing production. While excellent clinical care is non-negotiable, employing strategic business and communication tactics geared to both current patients and new patient acquisition are primary growth drivers.
Start With Current Patients – The cost to acquire a new patient can be up to 25 times the cost of retaining one, so focusing on your current patient roster first makes sense.
“Step one is to make sure you’re providing a positive patient experience,” says Judson. “Many doctors think they are, but unless you’re asking your patients for feedback, it’s hard to pinpoint areas to improve.”
Implementing a survey strategy that includes text or email follow-ups can go a long way in improving the experience. “Just the simple act of asking for feedback lets the patient know a practice cares,” added Judson.
He also suggests doctors ensure that staff is scheduling next appointments before the patient leaves the office, and using specialized software to enable text, email, or app-based appointment reminders to stay connected.
To reactivate patients who have fallen off the schedule, a follow-up strategy featuring calls, texts, or emails on appointment anniversaries, birthdays, or holidays will keep your practice top of mind.
“The front desk has to be consistently working the patient base,” says Judson. “Likewise, doctors need to be consistently looking at ways to improve the patient experience.”
Focus on New Patient Acquisition – A key driver of acquiring new patients is tuning up your marketing engine. Judson suggests practices start at the basics and work up to outreach:
- Make sure your Google Business Profile is fully optimized.
- Ensure your name, address, and phone are consistent across all directories (Yelp, Healthgrades, Zocdoc, etc.).
- Request reviews on Google, Meta, and Yelp, and respond expeditiously.
- Optimize your website for mobile, local SEO, and conversion with clear calls-to-action.
- Leverage both paid and organic social media, highlighting patient stories and transformations via Stories and Reels.
- Build visibility and trust by sponsoring local teams, PTAs, and community events.
“Another efficient way to win new patients is creating strategic partnerships with local pediatricians, gyms, salons, or spas to cross-promote services,” added Judson.
Remove Barriers to Booking – Whether booking a new appointment or changing a current one, customers expect the process to be easy and immediate.
“Enabling real-time booking across a practice’s website, app, or Google profile is a huge draw to younger people,” said Judson. “Likewise, making sure staff answers each call is equally important.”
Judson also suggests practices set aside daily emergency slots to attract same-day appointments or urgent care patients.
INCREASING PRODUCTION PER VISIT
Increasing the number of patients is essential, but maximizing production per patient visit is where real growth lies. This not only enhances revenue but also improves patient outcomes and satisfaction.
Make Sure Your Fees Are Keeping Pace – Raising fees can be a sensitive topic, but it’s critical to maintaining dental practice profitability — especially in today’s inflationary environment.
“We encourage all our clients to increase fees every year,” says Judson. “Suppliers are raising prices every year, and staff will ask for raises. If fees aren’t keeping up, practices have to work harder for the same profitability.”
Judson and the CWA team suggest a 3% to 5% increase as an appropriate level for 2025.
Reduce Reliance on Insurance – Transitioning to a fee-for-service (FFS) model is one of the most powerful moves a dentist can make to gain control, boost profitability, and deliver a higher standard of care. While stepping away from insurance dependence may seem risky, more practices are successfully making the shift — and thriving. Check out this blog for more on making a seamless transition to FFS.
Expand Treatment Acceptance – Right or wrong, cost is the #1 reason patients delay or decline treatment. Making it easy to pay leads to more accepted (and completed) care.
“Offering third-party financing helps patients say ‘yes’ before they leave the chair,” says Judson. For more on how flexible practices should be with payments, check out this article.
Judson also suggests doctors and staff use visual aids like intraoral cameras, digital X-rays, and treatment animations to help patients see the need and understand the value.
“Staff training on case presentation is vital,” says Judson. “From the doctor to the hygienists to the front desk, everyone should be able to explain the treatment benefits and answer questions clearly.”
Incorporating same-day dentistry also boosts production per visit. Keeping blocks open to treat, not just diagnose, is key. Stocking materials to deliver night guards, fillings, and extractions during the same visit will also improve acceptance rates.
With these tactics in place, practice owners can raise productivity, efficiency and, ultimately, profitability.
Check back next month for Part 2 of the Profitability Formula, as Judson outlines steps to increase conversions and lower overhead.
Meanwhile, for more on increasing practice production, check out this episode of the popular Accumulating Wealth podcast.
If you have more questions about the Profitability Formula or any other professional or personal finance topics, CWA advisors are always happy to help. Set up your free consultation today.
