In this video, Dan and Dan Nulty of Patient Plan Direct discuss the major shifts in the dental industry over the past five years, highlighting how it has become increasingly challenging and less profitable, especially for NHS practices. They explore what these changes mean for dentists today and how practices can adapt. What was once a relatively straightforward business, where growth could be driven by basic Google marketing, is now far more complex. Practice owners are feeling squeezed financially, and traditional models no longer guarantee success.
Key challenges include:
- Declining profitability, especially for NHS practices, which may appear valuable but often lose money when costs are properly analysed.
- The illusion of good revenue, where high-income services (e.g. aligner treatments) can actually be unprofitable once delivery costs are factored in.
- Over-reliance on simple growth tactics, like increasing case numbers, without understanding the true cost-to-serve or whether those cases support long-term profitability.
- Increased operational complexity, such as incorporating a practice, a process that often leads to major tax savings but can be difficult to execute, especially with multiple business partners involved.
COVID-19 was a major turning point. Some dentists used the disruption to take stock and rebuild stronger businesses, while others either panicked or went into “ostrich mode,” ignoring the shifts. Now, the long-term effects are evident, and many are under pressure as old ways of working no longer deliver the same financial results.
Dentistry today demands more than clinical excellence, it requires a strategic mindset. To build a sustainable practice, dentists must understand business fundamentals, analyse costs, and make informed decisions. Growth is no longer automatic. Success now depends on clarity, planning, and active engagement with the business side of dentistry.
Get in touch today to future-proof your practice.
