Taking the Leap into Private Dentistry

The transition to private practice in dentistry is more than a shift in funding models; it’s a full-scale transformation in mindset, patient care, and business strategy. Gone are the days when a functional practice with school-like chairs lined up against the wall in a waiting room sufficed. Today’s patients expect their dental experience to feel personal, premium, and worthwhile. From the reception area and patient lounge to the toilet, everything in a private practice needs to reflect that it's a place worth choosing and paying for.

For practices transitioning into the private market, here is the hard truth: private dentistry is not just about “doing dentistry” but creating a brand experience. The patient journey in a private setting is part of what they pay for. 

In private care, every interaction and recommendation must justify the fees. 

We know that in the NHS system the constraints of time and resources can sometimes mean that clinicians don’t have the chance to go that extra mile. But in the private sector, going the extra mile is not an option—it’s a necessity. This is an environment where standards must not only meet but exceed expectations. Every aspect of the journey, from initial enquiry to the first visit, diagnosis to follow-up, needs to be exceptional.

Many practices will need to redefine their standards. It’s no longer enough to provide “good” care; it must be outstanding care, with every detail—both clinical and non-clinical—attended to. Private care means having a practice that demonstrates quality at every touchpoint, from high-end equipment and state-of-the-art techniques to team professionalism and patient-centred communication.

This is the moment to raise the standards, to inspire, and to show that paid-for dental care isn’t just about higher fees; it’s about delivering higher quality. Yes, it will be more stressful at times. Yes, it will require continuous improvement. But for those who embrace the change, the rewards are far greater than the challenges.

Private practice is an opportunity to redefine the patient experience—to make your practice a place where people want to invest in their health, confident in the knowledge that they’re receiving exceptional care.