Reader question: We dropped most insurance networks. How do we market that without losing patients?
Going out of network scares off some callers before you speak. Here is how a dental practice can explain it on its site, phone and Google profile, plainly.
"We left most PPO networks this year. The math finally made sense. But our front desk says new patient calls drop off the moment someone asks 'Do you take my insurance?' and hears 'We are out of network.' How do we market this without scaring people away?"
This is one of the most common questions we hear from practices making the switch. The short answer: the problem is usually not being out of network. It is how the answer sounds in the first ten seconds of the call, and what the patient reads before they call.
What the patient actually hears
When a caller asks "Do you take Delta?" and hears "No, we are out of network," most of them translate it to "This will cost me a lot more." Many hang up and call the next practice on the list.
But for many PPO patients, out of network does not mean no coverage. They still have benefits. They may pay a bit more out of pocket, or they may pay at the visit and get reimbursed. The patient does not know that. Your front desk has about one sentence to explain it.
Fix one: change the first sentence on the phone
Never lead with "no." Lead with what you do. A sample script:
"Yes, we work with Delta patients all the time. We are not in their network, which means we file the claim for you and your plan reimburses you directly, or in many cases pays us. Most patients with PPO plans still get a large part of their care covered. Can I get your plan details? I will check your benefits and tell you exactly what to expect before your visit."
Why it works:
- It starts with yes.
- It explains what out of network means in plain words.
- It offers to check, which turns a rejection into a next step.
Train everyone who answers the phone on this. Write it on a card by the phone if you have to. The front desk and missed calls guide covers the rest of the new patient call, including what to do when the caller hangs up anyway.
Fix two: put it on the website, in plain language
Most out-of-network practices hide the topic, or bury it on a page called "Financial Policy." Patients find it anyway, usually after they have already decided to look elsewhere.
Make an insurance page that answers it directly:
- The headline: "Using your dental insurance with us."
- The first paragraph: "We are not in network with most PPO plans, but most of our patients still use their benefits. We file your claims for you."
- How it works: three short steps. Check benefits, file the claim, patient gets reimbursed or we get paid directly.
- What it might cost: a plain example. "A hypothetical example: if your plan covers cleanings at 100% in network, it may cover them at 80% out of network."
- Options for patients without insurance: an in-house membership plan with a clear yearly price, if you offer one.
Link that page from your homepage and from the booking page. The website essentials guide covers where it fits with the rest of the site.
Fix three: lead with what patients get for it
The reason most practices go out of network is so they can spend more time with patients and not rush cleanings. Say that, plainly, in your marketing.
- Longer appointments.
- The same hygienist each visit.
- Less waiting.
- Same-week new patient visits.
Do not trash insurance companies. Patients do not care about your contract disputes. They care about what their visit feels like. The pricing and case presentation guide has more on presenting fees without sounding defensive.
Fix four: let reviews make the case
New patients trust other patients more than any page you write. When a patient says something like "I was nervous about being out of network but it ended up costing me almost nothing extra," that line does more than a paragraph of explanation.
Dental review counts in our data are high compared to most local businesses. Across 86,875 dental listings, the median practice has 39 reviews and the top tenth have 586 or more. Practices with a website carry a median of 103 reviews. If you are below the median, a steady review ask after every hygiene visit will help offset the insurance question. The reviews guide has the wording.
Fix five: update your Google profile
Many patients see your Google listing before your website. Check two things:
- Your description. Add a sentence like "We work with most PPO plans as an out-of-network provider and file your claims for you."
- Your services list. Add your membership plan as a service if you have one, with a price.
Also check your hours. Only 14.1% of dental listings in our data show Saturday hours. If you offer them, say so. That is another reason a patient might pick you over an in-network practice. See the benchmark report for how your state compares.
The short version
Out of network is a sentence your team has to say well, not a secret to hide. Lead with yes on the phone, explain it plainly on the site, sell the longer appointments, and let patient reviews back it up.
If you want help with your insurance page, Google profile or review requests, there is a free 14-day trial of any service, no card needed. Text or call (385) 217-4728.
Steven has spent the last several years running growth campaigns for local service businesses, dental practices among them, and builds the benchmark datasets on this site from public Google listings. About the editor