The Importance of an In-House Membership Plan
Navigating a New Phase of Growth
In 2021, our small dental office was in an interesting phase of growth. After being open for almost 30 years, we were seeing an increase in the number of new patients scheduled.
However, we were also experiencing an increase in cancellations from current patients. It was becoming a challenge for our team to keep the schedule consistently full with our current patient base.
This new dynamic prompted us to review how we could better support and retain our current patients. While attracting new patients is vital to dental office growth, we know that loyalty from current patients helps to reduce attrition and contributes to natural sources of continued growth through referrals.
Understanding Patient Loss
As we always do, we would discuss with patients the reasons for the possible appointment cancellations while encouraging them to keep their scheduled appointments. What we discovered was that some of our patients had lost their jobs or were losing their benefits following the pandemic. They may have been searching for a new job or may have been waiting to go back to work.
During this time, we spent countless hours trying to determine the best methods for retaining these patients and providing them with their necessary dental care. Working together as a team was crucial in this process to better understand the challenges our patients were facing and to explore effective ways to support them.
Implementing an In-House Membership Plan
After months of research, development, and collaborations (and meeting various representatives at the AADOM conference), we implemented our In-House Membership plan.
For a small dental office, we saw immediate results—25 patients signed up within 2 weeks. As our discussions with our patients grew, so did our membership plan numbers.
Why Patients Enrolled in the Plan
Access to Routine Preventive Care
Patients who became members of our plan appreciated having access to routine preventive care. This ensured that they could maintain their oral health without delay or gaps in their care. They also appreciated the advantage of having additional savings on necessary restorative dental treatment.
Transparent and Easy-to-Understand Plan
The simple design of the plan allowed patients to understand the benefits that they would receive. This simplicity reduced confusion and helped to build trust in our office. Our marketing materials are clear and concise in providing information about the benefits to our patients.
No Barriers to Care
Patients appreciated the opportunity to move forward with recommended dental care, as there are no barriers or restrictions to receiving care. This seamless experience for patients encouraged them to be consistent in their dental treatment.
For our previously insured patients, they were no longer concerned with possible waiting periods or obtaining pre-treatment estimates.
Budgeting Options
Our patients could choose between monthly or yearly payments for their plan. This allowed them the flexibility of choosing the option that best fit their financial circumstances and to plan for their continued dental care.
These budgeting options played a crucial role in attracting families to the benefits of the plan and providing resources for them to access care.
Positive Patient Outcomes
Our membership plan allows patients to understand the benefits of their plan and appreciate the opportunity to continue their dental care, especially those who had previously had a dental insurance plan. We also acquired patients in our plan who had scheduled preventative care appointments on a yearly basis (most often due to finances), but now could budget and schedule those appointments based on their individual needs.
Team Involvement and Clinical Support
In addition to our front office team, our clinicians also became invested in our membership plan. They were the ones providing direct patient care and could discuss the plan with their patients.
As a benefit to our patients, having the membership plan prompted them to move forward with their necessary treatment when they may have otherwise waited for care.
Key Benefits to the Practice
Higher Case Acceptance
Our case acceptance increased by offering a membership plan. Patients felt financially secure and supported with moving forward with recommended dental treatment.
As our team discussed our In-House Membership plan with our patients, we discovered more treatment acceptance from patients who had been delaying treatment. This shift also included those patients who did not see the value in maintaining routine preventative care appointments.
No Administrative Burdens for Insurance
Our plan eliminated the need for insurance paperwork and claims follow-up. By eliminating some of these burdens, we noticed an increase in our efficiencies and a decrease in some of our administrative tasks.
Patient Loyalty
Patient loyalty is huge in a dental office. It is the basis for patients accepting treatment plans, continuing their dental care, and referring their family and friends. Our membership plan fostered a sense of commitment with our patients and helped to build trust with them.
Increased Revenue
It is easier to plan for our office’s future growth due to the consistent income from membership plans. Membership fees helped us to increase our practice’s revenue.
As our plan developed and we acquired members, we also discovered that we were attracting new patients to our practice due to having an In-House Membership Plan. Patients in our plans were talking about them to their family and friends and referring those people to our office.
Continued Growth Through Strategic Partnerships
As the development of our plan was new to us, and we were concerned about the possible financial and legal implications of these plans in our State, we decided to partner with one of the companies that assist in creating a membership plan as well as providing software and marketing support.
Administratively, there is less time spent by team members in supporting our plans compared to the time spent providing insurance estimates, pre-determinations and pre-authorizations, claims submissions and follow-up, and payment postings.
As we continue in our partnership and work with their client specialists, we are exploring ways to enhance the value of our In-House Membership Plan. These discussions have led us to explore other opportunities, such as partnering with local small businesses to incorporate our membership plan into their employee benefits package and offering added value to both employers and their teams.
Continuing Care Through Life’s Changes
There will always be factors affecting patient care that are beyond your dental team’s control. Patients may lose their insurance coverage, they may purchase plans with limited benefits, or they may experience life changes that impact their ability to seek care.
An In-House Membership Plan allows your office the opportunity to guide the conversation in a positive direction by offering patients a reliable alternative and continuing the highest level of service and care they expect from your practice.
Collaborating with your team and partnering with a membership plan development company can afford you the opportunity to provide continued care to your patients. A well-structured membership plan will help reduce financial burdens for your patients as well as your practice. It also demonstrates to your patients your focus on patient-centered care.
Ultimately, offering your uninsured/underinsured patients an In-House Membership Plan is a compassionate choice for your patients and a strategic plan for your practice.
About the Author
Sheri McVaugh, DAADOM
Sheri McVaugh has been involved in the dental field for over 30 years. She is the founder and president of a local AADOM-Endorsed Dental Professional Learning Network—the Susquehanna Valley PA Dental Connection. She is on target to achieve her DAADOM distinction in 2025.
