Patient Retention and Its Importance in Dentistry
By Megan Urban
In today’s competitive dental landscape, retaining the patients you’ve already brought into your practice is more critical than ever. Strong patient retention not only boosts profitability and fosters loyalty but also enhances the value of your practice when you’re ready to retire or bring on an associate. A good benchmark is to maintain a patient retention rate of around 80%.
The Journal of the American Dental Association (JADA) reports that the average dentist retains just 41% of their patients—roughly 4 out of every 10—beyond their first visit. Retention rates can vary widely by region and depend on the services a practice offers. Studies have shown that retaining an existing patient is significantly more cost-effective than acquiring a new one—up to five times less expensive. Building loyalty and generating referrals starts with consistent, meaningful communication with your patients.
How to Calculate Patient Retention
The easiest method is to divide the number of hygiene patients seen in the last 18–24 months by your total active patient count. For example:
- If you performed a total of 1,500 adult and child prophylaxis appointments and PMRs in the last year (divide by 2, since most patients visit twice a year), and you have 1,800 active patients, your retention rate is approximately 42%, which exceeds the benchmark of 36% or higher. This indicates a healthy level of patient retention and positions your practice for strong growth and valuation.
Another approach is to analyze hygiene production as a percentage of total office production. If your total annual production is $950,000, for instance, hygiene should produce at least $342,000 (36%). A strong hygiene department and steady patient flow are especially attractive to potential buyers or associates.
How to Increase Patient Retention
To retain patients, ensure your team discusses their next cleaning or incomplete treatments during each visit. Patient communication systems like Weave or PracticeMojo can help with efficient follow-ups and reminders. Additionally, requesting reviews via email or text after appointments can enhance your practice’s reputation, which is a key consideration for buyers and associates.
By creating a superior patient experience and leveraging effective communication tools, you can not only strengthen patient retention but also increase the value and appeal of your dental practice. Take proactive steps today to refine your retention strategies and ensure your practice thrives now and in the future.