DSOs (Dental Support Organizations) are growing fast, buying up practices, running aggressive ad campaigns, and driving down prices with corporate-scale operations. But here’s the truth:
You don’t need to be a DSO to win. In fact, many patients still prefer the personalized, trusted care that only an independent dental practice can offer. If you’re a solo dentist or small group owner, these three brilliant strategies will help you stand out, attract more high-intent patients, and compete effectively with DSOs in your local market.
1. Build Local Trust Through Reputation and Expertise
DSOs may have big marketing budgets, but they don’t always have the best reputation. As an independent dentist, your biggest advantage is your connection to the community.
How to do it:
- Get reviews consistently, especially on Google and Yelp. These are your modern-day referrals.
- Deliver an exceptional patient experience, something many DSOs often overlook
- Highlight your credentials and continuing education. Patients want to know they’re in capable hands.
- Be present locally, sponsor school events, appear on local podcasts, or contribute dental advice to news outlets.
Pro Tip: Patients trust dentists who are visible and accessible. Make sure your online presence reflects the same professionalism as your practice does.
2. Be Featured in Trusted, Third-Party “Best Of” Listings
When patients Google “best dentist near me” or “top dental office [city],” they’re not looking for ads – they’re looking for real, trusted recommendations.
DSOs often rely on paid ads to show up in these searches. But patients often scroll right past them in favor of organic listings they perceive as more credible.
This is where you can shine:
- Get featured in curated “Best Dentist” or “Top Dental Specialist” directories.
- Partner with companies that rank dentists based on clinical merit, not paid placements.
✅ DenScore is one of the only platforms built by dental professionals that ranks dentists based on factors that actually matter to patients. Unlike Yelp or ZocDoc, DenScore provides independent dental offices with an affordable and non-binding way to attract new patients.
3. Offer Value Beyond Insurance With Membership Plans
DSOs often attract patients by being in-network with multiple PPOs. But that model comes with tradeoffs: lower reimbursements, more red tape, and reduced quality of care. You can differentiate yourself by offering an affordable alternative and keeping control of your fees. Consider launching an in-house membership plan that is popular with local employers, like DntlDirect, without any platform or administrative fees.
These plans are especially attractive to:
- Patients without insurance (ex. retirees, gig workers, self-employed etc.)
- Part-time workers
- Families frustrated by dental insurance limitations
By offering a transparent, patient-friendly payment model, you create loyalty and value that DSOs can’t replicate.
Final Thoughts
Competing with DSOs doesn’t mean copying their playbook – it means doubling down on what sets you apart: personalized care, clinical expertise, and deep community ties.
Contact DenScore today to learn how we can help your practice stand out so more patients in your community choose you over the DSO down the street.
