Transitioning from NHS to private comes with different expectations – Donna Hall explains how your practice should change once you go private.
Making the shift from NHS to private dentistry is not just a financial or contractual decision – it’s a full cultural transformation. Whether you’re doing a full contract hand back or simply limiting your NHS work while increasing private options, the impact on your practice culture needs to be considered.
It starts with mindset
The first and most important change is mindset – yours and your team’s. Dentists who have spent years in the NHS often underestimate how long it takes to adapt. Many describe this transition as taking between six and 18 months. Why? Because private dentistry isn’t just about charging more – it’s about slowing down, enhancing care, and delivering a consistently superior experience.
In NHS dentistry, you may have been seeing 25-35 patients a day. In a private model, volume must drop to allow more time per patient. That can feel unsettling at first – but it’s essential. You’re now focusing on patients who value your time, your service, and are willing to invest in their health.
Team transformation is essential
One of the most overlooked elements of converting to private dentistry is the readiness of the team. In NHS settings, it’s often enough that staff turn up and get through the day. In a private model, your front desk becomes your first impression – and it must shine. Friendly, proactive, and professional reception staff who understand your brand and values are non-negotiable.
Some practices find they need to restructure their team to match their new standards. From how phones are answered to the language used in appointments, a private practice must deliver a consistent, polished patient experience.
You can’t deliver NHS dentistry at private prices
This is a core principle. Patients will expect – and deserve – more when they’re paying privately. That includes longer appointments, better communication, improved treatment options, and more attention to detail.
You may need to review your lab work, materials, and how you present treatment plans. A treatment that takes longer should be charged accordingly – not rushed or underpriced just to mimic NHS fees. Timing treatment slots properly, for example by timing procedures to book future appointments appropriately, is a vital adjustment.
Refine your operations
Private dentistry means rethinking how your day runs. Consider diary zoning to separate family-heavy NHS blocks from quieter private times. Kids’ days or school holiday blocks can free up time for adults at other times. Ensure you don’t run late – private patients expect punctuality, and regular delays damage trust.
Also, prepare for the logistical changes: set clear out-of-hours protocols, plan holidays in advance, and reduce last-minute cancellations. These small but impactful shifts help cement your new professional identity.
Elevate the patient experience
Private dentistry isn’t only about clinical outcomes – it’s about how patients feel. That means refreshing your waiting area, removing outdated COVID screens, improving lighting, playing calming music, and keeping your space spotless.
Even subtle changes in branding including colours, signage, and uniforms can shift perceptions. If you want to be seen as a premium practice, every detail must reflect that identity.
Define who you are
Lastly, decide what kind of private practice you want to be. You can’t be everything to everyone. Do you want to be a budget-friendly Lidl or a high-end Waitrose? Both are viable – but you need clarity. Let your branding, your service model, and your marketing align with your chosen identity.
Converting to private dentistry is not just about removing the NHS sign above the door. It’s about embracing a new culture and committing to excellence at every level.
This year, Practice Plan celebrates 30 years of welcoming practices into the family, helping them to grow profitable and sustainable businesses through the introduction of practice-branded membership plans.
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 can start the conversation with Practice Plan today by calling 01691 684165 or to book your one-to-one NHS to private conversation at a date and time that suits you, just visit practiceplan.co.uk/nhsvirtual.
If you’d like to find out more about introducing a plan, and how Practice Plan can help you, visit practiceplan.co.uk/nhs.
This article is sponsored by Practice Plan.
