For 25 years, Practice Plan regional support manager (RSM), Josie Hutchings, has been supporting practices to make the move from NHS to private dentistry. More than most people, she’s aware of the magnitude of this change and what’s involved.
Here she offers an insight into the types of changes practices ‘going private’ can expect.
Moving away from providing NHS dentistry is one of the biggest decisions a practice is likely to make. It involves more than simply updating your price list or introducing new treatments; it requires cultural change, operational redesign, and a new approach to your patient experience. Practice managers are central to this transformation so here are the key changes you’ll need to plan, implement and embed for a smooth and successful transition.
Redesigning your appointment structure
Fulfilling an NHS contract relies on seeing high volumes of patients to be able to deliver your UDAs. Consequently, appointment books consist of tight time allocations. In private dentistry appointments prioritise rapport building, thoroughness and individual care.
What this means for you:
- Longer clinical appointments: private patients expect more for their money and that includes comprehensive assessments, prevention-focused treatment plans, and time to ask questions
- Dedicated new-patient slots: these often need 45-60 minutes and usually include diagnostics, photography and oral health coaching and advice
- Buffer time for clinicians: this allows dentists time to write up their notes thoroughly, prepare for the next patient and avoid overruns that could taint the patient experience.
One of the biggest mindset shifts is moving away from ‘filling the book’ for volume to ‘optimising the book’ for quality and value.
Reframing the patient journey
Private dentistry requires a different mindset from NHS care. Private practice is built on service and perceived value for money. The entire patient journey, from first phone call to aftercare, needs to have a different feel from the NHS experience your patients may have had in the past.
Improvements to consider include:
- Warm, personalised welcome processes, both in person, on the phone and online
- More proactive communication, including pre‑appointment reminders, follow‑up calls and treatment explanations
- Aesthetic and comfort upgrades in waiting rooms, reception and surgeries
- A consistent, positive tone of voice across all touchpoints, including reception, phone calls, emails and websites to underline your ‘brand’.
Patients should be able to feel a difference from NHS care, both clinically and in their experience of the practice.
Strengthening your treatment presentation and consent process
In private dentistry, patient choice plays a much larger role than in the NHS. Patients need:
- Clear explanations of all their options
- Visual tools such as photos, scans and models to support their understanding
- Honest and transparent discussions about outcomes, longevity and costs
- Time to ask questions and get the answers they need.
This usually means:
- Training clinicians in communication techniques, such as shared decision-making
- Introducing digital tools, like chairside scanners or smile-design software
- Implementing structured consultation templates so that all clinicians deliver consistent messages.
Clear communication is essential to help patients make informed decisions and feel happy about investing in their care.
Updating your pricing, payment processes and introducing membership plans
As a private practice you will be free to set your own prices. A clear, logical and well-communicated pricing structure is essential. You’ll need to:
- Develop a comprehensive price list that fits with your market and reflects your clinical time and overheads
- Introduce membership plans for predictable revenue and to help build patient loyalty
- Implement finance options for higher-value treatment plans
- Train the entire team on how to discuss fees confidently and sensitively.
Your pricing must be fair, transparent and easy for patients to understand. Any hesitation or inconsistency from the team can undermine trust.
Upskilling the whole team
If you’re expecting your team to adopt a new way of working, then you need to make sure that you invest time in training. Moving from NHS to private involves changes to every role:
- Reception needs training on customer service, call-handling and fee discussion
- Nurses require updated skills in patient support, workflow management and assisting in consultations
- Clinicians should adopt a more consultative, prevention-oriented approach
- The practice manager is the practice linchpin so becomes central to coaching, monitoring standards, and managing change.
Making regular team training days, observation sessions and coaching part of your culture is essential to help you and your team maintain standards.
Reviewing compliance and record-keeping standards
As you’re likely to be carrying out a greater variety of treatments and using different equipment, private dentistry often requires more detailed clinical records, including:
- Diagnostic photography
- Periodontal charting
- Enhanced treatment notes
- Private consent documentation.
You may also need to adjust:
- Policies on FTA/cancellation fees
- Complaints handling
- Practice documentation and contracts.
While compliance is fundamental under both systems, presenting cases and documenting treatments and consent in private dentistry often demands greater detail.
Marketing and patient communication strategy
As an NHS practice, having that blue sign on your premises may have been all the marketing you needed to do as demand was already high. A private practice, however, needs to be more proactive.
This includes:
- Updating your website to clearly communicate the benefits of private care
- Making sure your Google profile, imagery and online reviews reflect your new status
- Investing in local marketing such as email newsletters, social media, and upping your community presence
- Providing helpful educational content, such as oral health blogs or treatment guides to increase engagement with your practice.
Patients need reassurance, clarity and visibility as you make the change.
In conclusion
Shifting from NHS to private dentistry involves a complete transformation in practice culture, patient experience and operational workflow. For practice managers, your role in shaping systems, supporting your team and communicating clearly with patients is pivotal.
With the right preparation and leadership, the transition can make life better for everyone as it brings greater stability, improved quality of care and increased job satisfaction. A big win for both patients and the entire dental team.
There’s never been a safer time to leave NHS dentistry. If you’re considering your options away from the NHS and are looking for a plan provider who will hold your hand through the process at a pace that’s right for you, you’re in safe hands with Practice Plan.
You can start the conversation today by calling 01691 684165 or booking your one-to-one NHS to private conversation at a date and time that suits you, just visit practiceplan.co.uk/nhsvirtual.
This article is sponsored by Practice Plan.
