Harriet Mordecai explains how changes to patient understanding of the challenges facing dental practices in the UK has affected appetite for NHS to private conversions.
Having been at Patient Plan Direct for just over a year, I’ve seen first-hand the dramatic increase in enquiries from practices considering NHS to private conversions, and I’ve found it staggering. If you asked me why there is such an influx in enquiries, well, the answer is multi-layered, but one of the main points is something that has changed significantly over the last few years – patient understanding.
The challenges facing NHS dentistry are now regularly discussed in the national and local press, on social media, and even on the TV news. Because of this, patients are far more aware of the pressures on the system and, crucially, they now understand that these issues within NHS dentistry are beyond the control of practice principals. The old narrative of ‘dentists are chasing money’ has shifted. Patients get it, and that has opened the door to more honest conversations between clinicians and their patients about alternative models of care.
As reported in Dentistry magazine, the government has announced that changes to the NHS dental contract in England will be introduced in April 2026, describing them as ‘the most significant modernisation of the NHS dental contract in years’. While this sounds promising, the reality is that after more than a decade of decline, there is no quick fix. Real change will take time, and there are no guarantees that it will create a system that works fairly for both patients and professionals. For many practice owners, waiting and hoping aren’t viable strategies anymore. That’s why so many NHS practices are now taking action.
Just last month, I worked in practice to support one of my newest clients after they handed back their NHS contract and began accepting dental plan patients who had previously been treated under the NHS. In the months leading up to this, we worked closely together to review their business in detail, ensuring we could confidently plan for a successful, full-practice NHS-to-private conversion. We defined a clear plan-patient target, based on a thorough viability and forecast analysis, so they knew exactly how many patients they needed to enrol onto their new dental plan to replace their NHS income (while allowing time for treatments to be delivered).
In just two days, they signed up more than 50% of their plan patient target. By the end of the first week, they had reached their total plan patient goal. After further analysis of the plan patient capacity, it was clear they could comfortably take on an additional 20% of plan patients. This secondary target, I’m delighted to say, has also been achieved.
Below is another example of how quickly an NHS conversion can deliver results. In this video testimonial, Dr Deborah Goodwin of Goodwin Associates discusses how, with our support, her practice signed up 3,000 plan patients in just 12 days!
This situation isn’t uncommon; it’s a growing trend, driven largely by patients’ increasing acceptance of paying for private dental care.
Understandably, the initial period before the conversion is complete is filled with emotion – excitement, anticipation, and a fair amount of anxiety. I have found that my clients have the same queries and concerns: Will patients join? Do they value the practice enough to commit to us? Is this the right decision for the practice, my team and my career? These are all valid questions, which is why we never approach conversions lightly. At Patient Plan Direct, we follow a proven five-step formula to ensure each conversion is right for the practice:
- Viability analysis – assessing the key indicators that determine whether conversion is the right move
- In-depth financial analysis – forecasting plan revenue to replace NHS income and support growth
- Team buy-in – training and engaging the whole practice team so everyone understands and supports the change
- Patient communication – managing clear, supportive communications that explain the change and patient options
- Ongoing support – providing in-practice and continued support during the early stages and beyond.
If you’re running a practice with an NHS contract and feeling unsure about the future, and need to understand your options, my advice is simple: start with a conversation. Speak to different plan providers, explore your options, and get advice tailored to your practice’s unique circumstances. If you feel an NHS conversion is the right move, you can then move forward with confidence.
If you take this path with our support, you won’t look back. Dental plans, paid in manageable monthly payments, are the modern approach to dental care for so many patients across the UK. And for all the clients I’ve worked with over the last 12 months who proceeded with a conversion, it’s proved transformational.
For more information on our approach to NHS conversions, visit: patientplandirect.com/nhs.
This article is sponsored by Patient Plan Direct.
