Having vs Growing a Dental Practice: A Lesson That Still Resonates

Many dentists have a dental practice, but few are truly growing one. Discover Dr Phillip Palmer’s timeless insights on what drives lasting success in today’s dental landscape.

In 2016, Dr Phillip Palmer, founder of Prime Practice, wrote about a crucial distinction that remains just as relevant today: the difference between having a dental practice and growing one.

At the time, Dr Philip Palmer observed that in earlier decades, running a successful practice required little more than being available. Dentists simply needed a door sign, a chair, and a reasonable standard of service — and patients would come. With fewer dentists in the market, even practices with modest facilities, limited systems, or less-than-ideal locations could still thrive.

Today, the landscape has changed dramatically. Most suburbs now host multiple practices, and patients have the freedom — and the expectation — to choose the experience that feels right for them. Success is no longer about being open for business; it’s about leading with purpose, building strong teams, and creating consistency across every interaction.

From Owning a Practice to Growing a Practice

Many practice owners equate having a “patient base” with success. They’ll quote large numbers of patient records as proof of their growth. But as Dr Palmer noted, those numbers can be misleading.

A database of 10,000 patients means little if only a fraction regularly attend or accept treatment. True growth lies not in how many patients are on record, but in how many are engaged, active, and loyal.

At Prime Practice, we encourage dentists to shift their focus from having patients to growing relationships — because that’s where leadership and profitability truly begin.

Maintaining Your Foundation

Before a practice can grow, it must be maintained. That starts with two key behaviours:

1. Minimise patient attrition

   Patient attrition often happens quietly. Patients don’t usually call to say they’re leaving — they just don’t rebook. The antidote is consistency in service. Every touchpoint matters: phone calls, punctuality, communication, and the sense of being genuinely known and cared for.

   Patients consistently tell us they value:

   • A courteous and helpful phone manner

   • Feeling recognised and remembered

   • Clear, simple communication about treatment options

   • A clean, professional environment

   • A harmonious, friendly team

     
     

2. Encourage regular maintenance visits

   Regular check-ups aren’t just good for oral health; they’re essential for practice health. Many practice owners assume that 70% or more of their patients have attended within the past six months — yet most discover the true figure is often below 50%.

   
   

   Routine visits are where relationships are built and trust deepens. They might not always be the most lucrative appointments, but they’re the foundation for long-term loyalty and case acceptance.

   
   

Three Ways to Grow a Practice

Once your foundation is strong, growth follows through three key drivers:

1. Expand treatment offerings – Increase clinical capability and case acceptance among existing patients.

2. Generate referrals – Deliver an experience worth recommending; genuine advocacy comes from consistency, not incentives.

3. Invest in marketing – Communicate your values, expertise, and patient experience clearly — both online and within your community.

   
   

Growth is intentional. It doesn’t happen by chance; it happens through leadership, culture, and clarity of vision.

Leadership: The Missing Link

Behind every consistently growing practice is a leader who stays curious, intentional, and committed to improvement. Leadership in dentistry isn’t just about guiding a clinical team — it’s about shaping the culture that determines how patients feel, how teams perform, and how systems hold together.

At Prime Practice, we see this shift every day: when practice owners move from “managing operations” to leading outcomes, growth follows naturally.

Ready to Move From Having to Growing?

If Dr Palmer’s insight still resonates, it’s because the message is timeless: growth isn’t about owning a practice — it’s about mastering it.

That journey starts with understanding what drives your people, your patients, and your profitability.

Explore the Mastering Practice Ownership Workshop — designed for practice owners ready to step beyond the day-to-day and lead with clarity, confidence, and commercial success.