Plan B Business
Dental Practice Growth

From insurance-dependent and exhausted
to FFS-led and free.

We work with dental practice owners doing $500K-$5M in annual production who are tired of trading volume for margin. Our engagement is built around three targets we set with you: 60%+ FFS patient mix, 50%+ case acceptance, and a practice that runs without you.

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Industry Reality

8 patterns we see again and again

These come from our diagnostic work with practice owners. Most practices we sit with hit five to seven of them.

Insurance dependency dragging margins below 25%

Root cause: PPO contracts haven't been renegotiated in 3+ years. In-network rates are eating profitability while patient volume looks healthy.

What we do: Renegotiate top 3 PPO contracts. Build a fee-for-service patient acquisition funnel. Target 60%+ FFS in 18 months.

Doctor working 50+ hours but practice can't run without them

Root cause: Owner-doctor is also the marketer, the HR manager, the front office trainer. No defined operating system.

What we do: Hire a practice manager. Build 12 documented SOPs. Move owner-doctor to 32-hour clinical weeks within 6 months.

Case acceptance rate below 45% on $5K+ treatment plans

Root cause: No structured treatment planning conversation. Patient sees a number, panics, says 'I'll think about it.'

What we do: 3-tier treatment plan presentation (Good/Better/Best). In-house financing partnership (CareCredit/LendingPoint). Pre-consultation framework.

Average production per visit stuck below $400

Root cause: Hygiene visits not bridging to comprehensive care. Same-day dentistry opportunities being missed.

What we do: Hygienist scripting for case identification. Same-day delivery on small cases. Recall system bringing pts back at 4-month intervals (not 6).

Less than 25 Google reviews, drowning in competitor noise

Root cause: No systematic review request process. Front office not trained on the ask.

What we do: Post-appointment WhatsApp/SMS review request flow. Train front office. Target 100 reviews in 9 months. Critical for FFS conversion.

Hygienist turnover at 40%+ annually

Root cause: Below-market base pay, no performance compensation, no career path.

What we do: Hybrid compensation: base + production bonus + benefits. Define 3-year growth path to senior hygienist or office manager.

$80K+ equipment purchase before patient volume to justify it

Root cause: CEREC, 3D, lasers bought based on doctor preference, not financial model.

What we do: ROI model required for any $30K+ purchase. Marketing plan that drives volume to the new equipment alongside the purchase.

No patient recall system for inactive patients (12+ months)

Root cause: Practice management software has the data but no one is actioning it.

What we do: Inactive patient outreach: 18-30% return rate within 60 days. Targeting 75%+ annual exam compliance.

Benchmarks

The targets we work toward

These are the targets we set at diagnosis and measure against every month. They are goals for the engagement, not promised outcomes.

KPIMarket avgPlan B target
% Fee-for-Service patients30-50%60%+
Production per visit$280-$420$550-$780
Case acceptance ($5K+)30-45%55%+
Annual recall compliance55-65%82%+
Google reviews15-40100+
Hygienist retention (yearly)60-75%90%+
Patient LTV (over 5 years)$3,500$15,000+
Engagement Model

What working with us looks like

  1. 01

    Month 1: Diagnostic deep-dive

    We pull your P&L, your PMS data, your hygiene metrics, your marketing analytics. We identify the 1-2 highest-ROI levers. You leave with a written 90-day operating plan.

  2. 02

    Months 2-3: System deployment

    We work alongside your front office and your hygienists to deploy: review request workflow, recall outreach, case presentation framework, treatment plan tiering. Weekly KPI review starts.

  3. 03

    Months 4-6: PPO renegotiation + FFS engine

    We help you renegotiate your 3 worst PPO contracts. We build your fee-for-service patient acquisition funnel (SEO, paid, referrals). FFS mix starts shifting.

  4. 04

    Months 7-12: Compounding + freedom

    Systems are running. Owner-doctor hours drop. Production margins lift. We move to monthly cadence. By month 12, the practice runs on systems - not on you.

Common questions from dental practice owners

How long until I see results?−
First signals (review counts, hygienist retention, recall response) within 30-60 days. Production lift typically shows in months 3-6. Significant net profit change in months 9-12. Practices expecting dramatic results in 30 days will be disappointed. This is operational work, not magic.
We're a small practice (1 doctor, 2 hygienists). Is this for us?+
Yes. Solo and 2-doctor practices are our sweet spot. ROI tends to be faster because every margin point moves the doctor's take-home directly. We don't work with practices below $400K annual production - below that you need operational fundamentals before strategic advisory.
We're 80% PPO. Can we really get to FFS?+
Most independent practices start at 70-85% PPO. The shift to FFS is 18-24 months, not overnight. We don't recommend dropping PPOs day one - we recommend building a FFS patient acquisition engine alongside, then strategically renegotiating or dropping the worst PPO contracts as your FFS book grows.
How is this different from a typical dental consultant?+
Most dental consultants focus on systems and scripts - good work, but narrow. We work at the strategic level: pricing strategy, equipment ROI, market positioning, succession planning, even multi-location expansion. We're fractional advisors, not implementation consultants. We work alongside your existing team or recommended consultants.
Do you work with DSOs or multi-location practices?+
Yes, but our sweet spot is 1-4 locations. Above 5 locations you typically need full-time operational leadership (COO, Director of Operations). We help practices grow toward and through multi-location, but at 10+ locations we generally hand off to in-house teams.
Who actually does the work?+
Ligal Frish and Eitan Eshtemaker - the founders. You won't be handed off to a junior. We're the people on the strategy call and we're the people on every monthly review thereafter.
What if we're in cash crunch right now?+
That's often when our work matters most. We have a specific 90-day cash position recovery playbook for practices: collections acceleration, payroll restructure, supplier renegotiation, marketing pause+pivot. We can structure payment terms accordingly.
What's the time commitment from me as the doctor?+
Diagnosis phase (month 1): 6-10 hours total. Ongoing engagement: 90-min monthly call + 30-min weekly KPI review + asynchronous Slack. About 3 hours/week. Less than you spend on bookkeeping you don't need to do.
Do you guarantee results?+
No. We don't guarantee outcomes - we don't control your execution, your market, or your team, and anyone who promises you a number is guessing. What we commit to is process: 3 KPIs agreed upon at diagnosis, measured monthly, reviewed with you openly. If the work isn't moving those KPIs, we say so and you can end the engagement - there are no long-term contracts.
How do you handle our patient data privacy?+
We do not access PHI. Our work is at the operating level: P&L review, KPI dashboards, treatment planning systems, marketing strategy. We sign HIPAA-aligned confidentiality agreements and operate on aggregated data only.
What does it cost?+
The Situation Room, our written diagnostic, is $365 one-time. Monthly retainers run from $365 to $2,750, and most practices sit in the middle of that range. No long-term contracts - clients stay because the work compounds, not because the contract traps them.

Stop trading volume for margin.

30-minute strategy call. We'll diagnose your top 2 levers and tell you if we're a fit. No pitch. No pressure.

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