Should My Practice Start a Dental Membership Program?

As a dental practice owner, you’re always on the lookout for innovative ways to attract new patients, enhance patient loyalty, and increase revenue. One such strategy that has gained popularity in recent years is dental membership programs. In this blog post, we’ll explore the concept of dental membership programs, discussing the potential benefits and challenges associated with implementing this model in your practice. If you’ve been considering starting a dental membership program but aren’t sure if it’s the right move for your practice, read on to learn more about this unique approach to patient care and practice management.

What is an In-House Dental Membership Program?

An in-house dental membership program is a subscription-based model that allows patients to access a range of dental services directly from your practice for a fixed monthly or annual fee. This type of program operates independently of dental insurance, essentially cutting out the middleman and fostering a more direct relationship between the patient and the dental practice.

What Does a Dental Membership Plan Typically Cover?

An in-house dental membership plan typically covers preventive care services, such as cleanings, exams, and X-rays, while offering discounts on other dental treatments like fillings, crowns, and cosmetic procedures. In-house dental membership programs can be highly beneficial for both patients and dental practices, as they provide patients with cost-effective, comprehensive dental care and offer practices a more predictable, recurring revenue, stream, increased patient loyalty, and an effective way to attract new clients.

What Does a Dental Membership Program Typically Cost?

The cost of a dental membership program can vary significantly depending on factors such as the location of the practice, the range of services offered, and the membership tier chosen by the patient. Generally, dental membership programs charge a monthly or annual fee that covers preventive care services like cleanings, exams, and X-rays, while also offering discounts on other dental treatments. For an individual patient, monthly membership fees can range from $20 to $70, while annual fees can range from $200 to $800 or higher. It’s important to note that these costs are only estimates, and the pricing for each dental practice’s membership program will be tailored to their specific offerings and market conditions.

Are Dental Membership Programs Profitable for Dental Practices?

Dental membership programs can be highly profitable for dentists when implemented and managed effectively. The profitability of these programs depends on several factors, such as the pricing structure, the range of services offered, the number of patients enrolled per year, and the ability to retain and attract new patients.

Some of the key benefits that contribute to the profitability of dental membership benefit programs include:

Predictable revenue stream: Since patients pay a fixed monthly or annual fee, dental practices can enjoy a more stable and predictable income, making it easier to plan and manage expenses and investments.
Increased patient loyalty: Membership programs encourage patients to maintain regular dental visits and continue using the services of the practice, leading to stronger long-term relationships and improved patient retention.
Higher treatment plan acceptance: As patients receive discounts on various dental treatments through the membership program, they are more likely to accept recommended treatment plans, resulting in increased revenue for the practice.
Attracting new patients: Dental membership programs can be a differentiating factor that helps practices stand out in a competitive market, attracting new patients who are seeking cost-effective and comprehensive dental care solutions.
Reduced dependence on insurance companies: By offering an alternative to traditional dental insurance, dental practices can reduce their reliance on insurance providers, cutting down on administrative tasks and claim processing hassles.

The profitability of a dental membership program ultimately depends on the practice’s ability to design an appealing program, effectively market it to its target audience, and consistently deliver high-quality care to its patients.

Dental Membership Plans vs. Dental Discount Plans

Dental membership plans and dental discount plans are two distinct approaches to making dental care more affordable for patients, but they have some key differences. Dental membership plans are offered directly by dental practices and typically involve a monthly or annual fee that covers a set of preventive care services, such as cleanings, exams, and X-rays, as well as discounts on other treatments. These plans provide a predictable cost structure and encourage patients to maintain regular dental visits with a specific dental practice, fostering long-term relationships and promoting preventive care.

On the other hand, dental discount plans are offered by third-party companies and provide discounts on a range of dental services at participating dental practices. Patients pay a membership fee to the discount plan provider and can access discounted services from any dentist within the plan’s network. While dental discount plans can offer savings on various treatments at dental offices, they do not cover the cost of services like dental membership plans and may not encourage the same level of commitment to regular dental care and a single dental practice.

Questions to Consider Before You Offer an In-House Dental Membership Plan

If you’re a dental practice owner, offering an in-house dental membership plan can be an excellent way to improve patient loyalty, increase revenue, and attract new patients. However, before implementing a membership plan, it’s essential to consider various factors. In this list, we outline ten essential questions to ask when considering an in-house dental membership plan, including what services to include, how to price an in-house membership plan, legal and regulatory requirements, marketing strategies, and more. Taking the time to carefully consider these questions will help ensure that your membership plan is successful and beneficial for both your practice and your patients.

What is the goal of the membership plan? Is it to retain existing patients, attract new patients, increase revenue, or a mix of several goals?
What services will be included in the plan? Will it cover only preventative services, or will it also cover restorative and cosmetic treatments? Will you offer discounts on certain treatments beyond the services covered in full?
How will the membership plan be priced? Will it be a monthly or annual fee, or a one-time payment? Will there be different pricing tiers for individuals or families?
How will the membership plan be marketed? Will it be advertised to current patients, or will it be promoted to the general public?
What are the legal and regulatory requirements for offering a membership plan? Will it need to be registered with state or federal authorities?
What kind of administrative infrastructure will be required to manage the membership plan? Will additional staff or software be necessary?
What kind of reporting and analysis will be necessary to track the success of the membership plan?
How will patient satisfaction be measured and addressed? Will feedback be solicited regularly?
What kind of financial projections can be made for the membership plan? What are the expected costs and revenue?
How will the membership plan be integrated into existing practice management systems and processes?

How to Design a Dental Membership Program

When designing an in-house dental membership program or dental office, it’s important to carefully consider the specific needs of your practice and your patients. Here are some key steps to follow as you create a program that’s both enticing for patients and profitable for your practice:

Define your goals: Before diving into the design process, clarify the objectives of your dental membership program. Are you aiming to attract new patients, increase patient retention, or boost treatment plan acceptance? Identifying your goals will help you make informed decisions throughout the design process.
Determine the program structure: Decide on the number of membership tiers you’d like to offer, taking into account the different needs and budgets of your patient base. Commonly, practices offer two to three tiers, including options for individuals, families, and those requiring specialized services like periodontal care.
Select covered services and discounts: Carefully choose the services that will be included in each membership tier. Typically, preventive care services such as cleanings, exams, and X-rays are covered. Additionally, offer attractive discounts on other dental treatments to entice patients to enroll in your program. These may include restorative and cosmetic procedures.
Set pricing: Establish a monthly or annual fee for each membership tier. Consider the cost of providing the included services, the value offered to patients, and the profit margins you need to maintain a sustainable business model. Research competitor pricing to ensure your program is competitively priced in your market.
Create a clear and concise membership agreement: Develop a membership agreement that clearly outlines the terms and conditions, covered services, discounts, and any exclusions. Ensure that the agreement is easy to understand and complies with local laws and regulations. We recommend that you consult with an attorney when drafting your membership agreement.
Promote your program: Develop a marketing strategy to promote your dental membership program. Utilize your practice’s website, social media channels, email marketing, and in-office signage to spread the word. Educate your team about the program, so they can confidently discuss its benefits with patients. Your dental marketing agency can help promote your membership program via online channels, too.
Monitor and adjust: Regularly review your program’s performance and gather feedback from your patients. Use this information to refine your offerings and adjust pricing as needed to ensure the continued success of your in-house dental membership program.

By carefully designing your in-house dental membership program, you can create a mutually beneficial arrangement for both your practice and your patients, providing them with accessible, comprehensive dental care while improving the financial stability and growth of your practice.

Do Patients Prefer In-House Dental Membership Plans?

Patient preferences for in-house dental plans and membership programs can vary depending on individual circumstances, dental care needs, and satisfaction with existing dental insurance plans. However, there are several reasons why some patients may prefer in-house dental membership programs:

Transparency and simplicity: Dental membership programs typically have straightforward pricing and clearly defined benefits, making it easier for patients to understand what they are paying for and what services are covered.
No waiting periods or annual maximums: Unlike dental insurance, in-house membership programs generally do not have waiting periods for coverage to begin, and there are no annual maximums on the services provided, allowing patients to access necessary treatments without delay or limitations.
No claims or paperwork: Dental membership programs eliminate the need for patients to file claims or deal with insurance-related paperwork, simplifying the process and reducing administrative hassles.
Cost-effectiveness: For those without dental insurance or with limited coverage, in-house dental membership programs can be a more cost-effective solution, providing essential preventive care and discounts on other treatments for a predictable monthly or annual fee.

What About Patients Who Already Have Dental Insurance?

For patients who already have dental insurance, the decision to switch to an in-house membership program or maintain both will depend on their specific oral health needs and the extent of their insurance coverage. In some cases, patients may find that the membership program offers additional benefits or covers treatments that their insurance does not, making it a complementary solution. It is essential for patients to carefully evaluate their dental care needs, insurance coverage, and the offerings of a dental membership program to determine the best option for their circumstances.

Setting Up a Payment System

Setting up a payment system for an in-house dental membership program requires careful planning and attention to detail to ensure a smooth and efficient process for both your patients and your practice. Here are some steps to follow when implementing a payment system for your dental membership program:

Choose a payment processing platform: Select a reliable payment processing platform that supports recurring payments, such as Stripe, Square, or PayPal. Ensure that the chosen platform is compatible with your practice management software and can securely store patient payment information.
Integrate the payment system with your practice management software: Integration allows you to streamline the billing process, automatically update patient records, and track membership program revenue. This step may require assistance from your software provider or a tech-savvy team member.
Determine payment options: Decide whether you will offer monthly, quarterly, or annual payment options for your dental membership program. Offering flexibility in payment schedules can make the program more appealing to patients with varying budget constraints. You may want to consider offering a discount for patients who pay for the entire year upfront.
Set up automatic recurring payments: Configure your payment processing platform to automatically charge patients’ credit cards or bank accounts on a recurring basis according to their chosen payment schedule. This will simplify the billing process and ensure timely payments.
Develop a payment policy: Create a clear payment policy for your dental membership program that outlines the billing process, payment schedules, late payment fees, and cancellation procedures. Ensure that your patients understand and agree to these terms before enrolling in the program.
Train your team: Educate your staff on the payment system, ensuring they understand the billing process and can effectively communicate the payment policy to patients. Your team should be prepared to handle any questions or issues related to the payment system.
Monitor and adjust: Regularly review your payment system’s performance, addressing any issues that arise and making adjustments as needed. This will help ensure a seamless payment experience for your patients and efficient revenue management for your practice.

By following these steps, you can establish an efficient payment system for your in-house dental membership program, providing convenience and control for your patients while simplifying revenue management for your practice membership plan.

Ensuring Compliance with State Laws and Regulations

To ensure that your dental practice’s membership plan is compliant with state law, it’s important to familiarize yourself with the specific regulations and requirements that apply in your jurisdiction. Here are some general steps you can follow to help ensure compliance:

Research state regulations: Start by researching the dental regulations and guidelines in your state. Each state has different rules governing dental practices and membership programs. You may need to consult your state dental board or a professional organization for guidance.
Consult with a legal professional: It’s advisable to consult with an attorney who specializes in healthcare law or dental practice law to ensure that your membership program complies with all applicable state regulations. They can help you navigate the legal landscape and avoid potential pitfalls.
Review the membership agreement: Work with your attorney to develop a clear and comprehensive membership agreement that outlines the terms and conditions, covered services, fees, and any exclusions. Ensure that the agreement adheres to all applicable state laws and regulations.
Monitor changes in state laws: Keep up-to-date with any changes in state laws or regulations that may impact your dental membership program. Regularly review your membership program and agreement to ensure ongoing compliance.
Maintain proper documentation: Keep accurate records of all aspects of your dental membership program, including patient enrollment, services provided, and payments received. Proper documentation can help demonstrate compliance in case of an audit or inquiry from a regulatory body.
Ensure transparency: Clearly communicate the terms and conditions of your dental membership program to your patients. Transparency can help prevent misunderstandings and ensure that your patients have a clear understanding of their obligations and benefits under the program.
Train your team: Educate your staff about the legal requirements and regulations governing your dental membership program. Ensure that they understand the importance of compliance and are prepared to handle any questions or concerns from patients.

By taking these steps and working closely with legal professionals, you can help ensure that your dental practice’s membership plan remains compliant with state laws and regulations, protecting your practice from potential legal issues and maintaining a trustworthy reputation with your patients.

Marketing Your Dental Membership Plan

To effectively market your practice’s in-house dental membership program, you can employ a mix of offline and online marketing strategies. Here’s a list of tactics to help you reach a wider audience and attract more patients:

Offline Marketing Strategies

In-office promotion: Display promotional materials such as brochures, posters, and flyers in your waiting room and treatment rooms to educate patients about the membership program.
Patient education: Train your staff to discuss the benefits of the membership program with patients during appointments and over the phone.
Direct mail marketing: Send out postcards or letters to your existing patient base and target neighborhoods to promote the membership program.
Local partnerships: Collaborate with local businesses, community organizations, or schools to promote your membership program through joint marketing efforts or events.
Press releases: Send press releases to local newspapers, magazines, and radio stations to announce the launch of your membership program and highlight its benefits for the community.
Referral incentives: Offer incentives, such as discounts or special offers, to current members who refer new patients to your membership program.

Online Marketing Strategies

Website promotion: Create a dedicated landing page on your practice’s website to showcase the benefits and features of your membership program. Ensure that the page is easily accessible from your website’s homepage and main navigation menu.
Email marketing: Send targeted email campaigns to your existing patient list, promoting the membership program and highlighting its benefits.
SMS text marketing: Send targeted SMS text campaigns to your current patients, introducing the membership program and including a link to the dedicated landing page on your website.
Social media marketing: Use your practice’s social media channels to share information about your membership program, post testimonials, and promote special offers.
Content marketing: Publish blog posts or create videos discussing the advantages of dental membership programs and the specific benefits of your program. Share these on your website, social media, and email newsletters.
Google My Business: Update your Google My Business listing to mention your membership program in the business description and promote it through Google Posts.
Online advertising: Run targeted online advertising campaigns on platforms like Google Ads, Facebook Ads, or Instagram Ads to reach potential patients who may be interested in your membership program.

By employing a combination of these offline and online marketing strategies, you can effectively promote your practice’s in-house dental membership program and attract more patients to enroll.

Avoiding Mistakes with an In-House Dental Membership Program

Implementing an in-house dental membership plan can be a game-changer for your practice, but it’s important to avoid common pitfalls to ensure its success. Here are some tips to help you sidestep mistakes and create a thriving membership program:

Do your research: Before designing your membership plan, research your target market, competitor offerings, and state regulations to ensure you’re creating a program that appeals to your patients, stands out from the competition, and complies with the law.
Set clear and realistic goals: Define the objectives of your membership program, such as attracting new patients, increasing patient retention, or boosting treatment plan acceptance. Establish measurable goals and regularly evaluate your program’s performance to ensure you’re on track to achieve them.
Offer flexible membership options: Design a program with multiple tiers and payment options to cater to the diverse needs and budgets of your patient base. This flexibility can make your membership plan more appealing to a wider range of patients.
Ensure transparency: Be upfront and clear about the terms and conditions of your membership program, including covered services, discounts, payment options, and cancellation policies. Transparent communication can prevent misunderstandings and foster trust between your practice and your patients.
Promote your membership program effectively: Develop a robust marketing strategy to promote your membership program, utilizing your website, social media, email marketing, and in-office signage. Train your staff to discuss the benefits of the program confidently with patients.
Provide exceptional customer service: Deliver high-quality dental care and outstanding customer service to your membership plan patients, ensuring they feel valued and appreciated. This will encourage patient loyalty and positive word-of-mouth referrals.
Regularly review and adjust your program: Continuously monitor your membership program’s performance and gather feedback from your patients. Use this information to refine your offerings, pricing, and marketing strategies to better serve your patients and improve your program’s success.

By avoiding these common mistakes and focusing on the best practices outlined above, you can create a successful in-house dental membership plan that benefits both your patients and your practice.

How to Evaluate the Performance and Success of an In-House Dental Membership Program

Evaluating the performance and success of an in-house dental membership program is essential to ensure that it’s providing value to both your practice and your patients. Here are a few key metrics to consider when evaluating the effectiveness of your membership program:

Membership Retention Rate: Calculate the percentage of members who renew their membership each year. A high retention rate indicates that your membership program is providing value to your patients and is likely to be successful in the long term.
Membership Enrollment Rate: Track the number of new members who join your program each month. A steady increase in enrollment indicates that your membership program is attractive to patients and is being marketed effectively.
Membership Revenue: Analyze the revenue generated by your membership program each month. If the revenue from your membership program is increasing over time, it indicates that the program is successful in generating additional income for your practice.
Patient Satisfaction: Survey your members to gather feedback on their satisfaction with the program. Positive feedback can help you identify areas of success, while negative feedback can help you improve the program’s weaknesses.
Cost of Administration: Determine the cost of managing the membership program, including staff time, software, and marketing expenses. Ensure that the cost of administration is not exceeding the revenue generated by the program.
Referral Rate: Track the number of referrals that come from your membership program. A high referral rate indicates that your program is providing value to patients and may help attract new patients to your practice.

By regularly analyzing these metrics, you can ensure that your in-house dental membership program is successful in both retaining existing patients and attracting new ones. It will also help you identify areas where you can improve the program to make it even more valuable for your patients and practice.

Ready to Launch Your In-House Dental Membership Program?

Launching an in-house dental membership program can provide a range of benefits for your practice, including increased revenue, patient retention, and new patient acquisition. By carefully considering key factors such as services offered, pricing, marketing, and administration, you can create a successful membership program that is attractive to patients and profitable for your practice. Regularly evaluating the success of your program through metrics such as retention and enrollment rates, revenue, patient satisfaction, and referral rates will help you identify areas of success and areas for improvement. By taking these steps, you can launch a successful in-house dental membership program that benefits both your practice and your patients.

Schedule Your Free Strategy Call Today

At DentalScapes, we specialize in full-service online marketing for dental practices. If you’re considering offering a dental membership plan for your patients, schedule a free strategy call with our dental marketing experts. We can consult with you and help prepare a comprehensive marketing strategy for introducing your new plan to patients.