What is the average dental practice revenue in 2024? How to increase yours

Tips to improve your profit margin in 2025

Running a successful dental practice isn’t just about providing excellent patient care. Let’s be honest: dentists who start their own practice must also build a thriving and sustainable business. Understanding your revenue benchmarks provides critical insight into your practice’s financial health and shows where there’s room to grow. Knowing how your numbers compare in the industry helps you make informed decisions and set clear goals.

In 2024, the landscape of dental care has been shifting. Advances in technology, changing patient expectations, and the post-pandemic shift toward efficiency are reshaping how practices operate. Staying adaptable is crucial, especially if you’re aiming to boost revenue and keep your practice competitive in this new landscape.

This guide explores the latest trends in dental revenue, common factors influencing your income, and practical strategies to increase revenue in today’s dynamic environment.

Recent trends in dental practice revenue: What's changed?

Over the past decade, dental practices have seen shifts in revenue trends, partly driven by increased demand for cosmetic procedures and the integration of advanced technology. According to the AACD, practices offering cosmetic services report higher profitability, with patient spending exceeding $10,000 in some cases—a trend that grew from 22% in 2019 to 30% in 2022. These premium, elective treatments increase revenue potential, especially as technology such as CAD/CAM and digital imaging enhances patient outcomes and satisfaction.

However, running a profitable practice isn’t without its hurdles. Operational costs are climbing, and insurance reimbursement structures are evolving, often placing pressure on revenue. Forward-thinking practices are responding by adopting technology and streamlining processes to stay ahead. 

One major shift is the rise of AI, which is streamlining workflow and improving diagnostic accuracy. This digital transformation enhances efficiency and positions technology as essential for growth in modern dental practices​.

Some practices are also exploring new revenue streams like sleep apnea treatments or facial aesthetics—services with growing demand that diversify income.

What can influence dental practice revenue?

Your dental practice revenue is shaped by many factors, from patient demographics to the quality of care you provide. These factors directly impact your valuation and overall financial health. Here’s a breakdown of some of the biggest influencers:

Patient base and retention rates

A loyal patient base and high retention rates are the bedrock of a steady income stream. Satisfied, returning patients drive predictable revenue, while new patient acquisition enhances growth.

Equipment quality and tech

Investing in advanced technology enhances both patient satisfaction and practice efficiency. Pearl’s Dental Patient Trust & Technology Survey found that 87% of patients value their dentist using the latest tech, with 77% more likely to choose a tech-forward practice. Tools like AI-driven diagnostics and digital imaging improve accuracy and help patients better understand their treatment, with 71% saying they’d trust diagnoses more if AI is used. This connection between modern tech and patient trust highlights the value of staying updated in a competitive industry.

Operational efficiency

A well-trained, skilled staff enhances productivity and patient experience. Efficient operations also reduce waste and optimize scheduling, increasing profitability over time.

Diversification of services and specialties

Expanding into specialized services allows your practice to attract a broader patient base. Offering treatments like orthodontics or endodontics adds to your income potential and market competitiveness.

Average dental practice overhead costs

Managing overhead costs effectively is crucial for the profitability and sustainability of any dental practice. These costs impact not only immediate cash flow but also influence long-term financial stability and growth.

Staff salaries and benefits

Staffing expenses, often the largest overhead, typically account for around 25-30% of a dental practice’s overall costs. Investing in competitive compensation packages helps retain experienced staff, which is critical for consistent patient care and productivity. However, practices should balance salaries and benefits to manage this cost effectively.​

Dental supplies and laboratory fees

Dental supplies and lab fees are another significant expense, comprising around 10-15% of overhead. These costs vary depending on the type and volume of procedures performed. To optimize costs, practices often need to establish relationships with suppliers for quality materials at reasonable rates, as balancing cost-effectiveness and high standards of care is essential.​

Rent or mortgage payments

This is a tough one. Real estate expenses vary by location, with urban practices facing higher rent or mortgage costs than suburban or rural areas. Do you want to buy or lease the property? This is a strategic choice for practice owners, factoring in the potential for long-term growth and financial flexibility. For some practices, owning property can offer tax benefits and stability, whereas leasing may provide flexibility, especially for growing practices.​

Equipment maintenance and upgrades

Dental practices depend on efficient, modern equipment, but maintenance and upgrades are ongoing expenses. While equipment maintenance usually constitutes a smaller percentage of total overhead, updating technology can enhance patient outcomes and operational efficiency. 

For example, investing in AI diagnostic tools or digital imaging systems may represent upfront costs but can drive long-term revenue through improved patient care.​ High-cost purchases, such as these, may require thoughtful planning; for instance, using strategies like the “5K rule” to assess purchases over $5,000 can help practices stay within budget.

Marketing and advertising expenses

Effective marketing strategies are essential to attract and retain patients, but they need careful budget management. Digital channels like search engine optimization (SEO) and social media advertising are cost-effective, allowing practices to target local audiences specifically. Allocating marketing budgets effectively across platforms ensures a strong return on investment, supporting patient acquisition and practice growth without overspending.​

The average dental practice profit margin in 2024

Dental practices in the U.S. maintain profit margins typically between 30% and 40%, although margins vary depending on factors like location, services provided, and practice size. This aligns with the national median overhead rate of 61.9%, meaning practices generally retain around 38.1% as profit. Practices specializing in high-value treatments—such as orthodontics and cosmetic dentistry—often see higher profitability, whereas general dentistry practices may operate with tighter margins.

While we await the latest income data for 2024, figures from recent years suggest strong earning potential across the field. The median net income for dentists in private practice was approximately $197,600, with specialists earning a median net income of $284,000. These numbers highlight the high-income potential of dentistry, though rising operational costs—such as labor, rent, and supplies—continue to impact profitability.

With the Health Resources and Services Administration (HRSA) projecting an increased demand for dentists, practices also face heightened pressure on expenses and resources. Managing these costs requires strategic planning, including efficient staffing, optimized scheduling, and targeted investments in technology. These approaches help practices control expenses while meeting rising patient demand, ultimately improving profitability in a competitive landscape.

How revenue per patient production shapes dental practice income

Revenue per patient indicates the average income generated from each patient visit, making it a key metric for assessing efficiency and profitability. Using data from the ADA’s 2023 report, we calculated an average revenue per patient of approximately $259 by dividing the average gross income by the typical annual patient count. Practices with diversified service offerings, such as orthodontics or cosmetic dentistry, often report higher per-patient production, with values exceeding this baseline and climbing significantly for specialized treatments.

This metric is influenced by factors such as service mix, pricing, and patient demographics. For example, practices focusing on high-value services see stronger revenue per patient, while those in areas with higher insurance reimbursements benefit from more stable production values. To increase revenue per patient, practices can focus on upselling appropriate treatments, ensuring comprehensive care plans, and improving patient acceptance rates for recommended treatments.

Strategic adjustments, such as targeted marketing for higher-value services and improving patient education about available treatments, can increase this revenue metric, ultimately boosting overall profitability.

Best ways to increase your dental practice revenue in 2024

Increasing revenue in a dental practice requires a balanced approach that improves both patient care and operational efficiency. Here are the top strategies:

Optimize appointment scheduling

Efficient scheduling can help practices maximize daily patient visits, directly impacting revenue. Block scheduling or automated reminders minimize appointment gaps and last-minute cancellations, allowing for a steady flow of patients throughout the day​.

Increase case acceptance rates

Case acceptance rates can be significantly improved by training staff on effective communication strategies and presenting treatment plans in ways that are clear for patients. When patients understand the value of treatment, they are more likely to proceed, increasing practice revenue with minimal additional effort​.

Diversify service offerings

Adding specialized services, like orthodontics or cosmetic procedures, can attract a broader patient base and boost per-patient revenue. These services command higher fees and typically rely less on insurance, giving practices greater control over pricing and profitability​.

Implement flexible payment options

Offering tiered pricing, financing, or payment plans makes high-value procedures accessible to more patients. Payment flexibility has increased treatment acceptance rates, as patients can opt for costlier, beneficial treatments that may have been financially out of reach otherwise​.

Leverage digital marketing and referral programs

Targeted digital marketing, such as local SEO and Google Ads, can attract new patients. Referral programs further incentivize existing patients to introduce new ones, fostering growth. Studies show that word-of-mouth referrals often result in higher retention rates, making referral programs reliable for expanding a practice’s reach​.

How tech innovations are shaping dental practice revenue

Modern technology is transforming how dental practices operate, directly impacting revenue growth through greater efficiency, improved patient outcomes, and new service offerings. Digital imaging systems, such as CAD/CAM, enable practices to provide same-day restorations, allowing dentists to complete complex procedures in a single visit. This technology saves chair time and enhances patient satisfaction by eliminating the need for multiple appointments, creating a more seamless and appealing patient experience.

Practice management software further streamlines operations by automating scheduling, billing, and patient communications, helping practices reduce no-shows, optimize scheduling, and ensure timely insurance claims. Similarly, teledentistry opens new revenue streams, allowing practices to extend their reach to patients who prefer virtual consultations or need pre-screenings, which helps build patient relationships even before they step into the office.

Final thoughts: Is owning a dental practice worth it?

Owning a dental practice isn’t just a career choice; it’s a journey that offers financial rewards, independence, and the chance to shape your professional life on your terms. As a practice owner, you’re not only able to earn higher income compared to associate positions, but you also have the benefit of building equity and enjoying valuable tax advantages. 

But the benefits go beyond finances. Owning a practice means you can bring your unique vision of patient care to life. You get to design a welcoming space, choose technologies that reflect your commitment to quality, and cultivate a team that shares your values. However, this level of autonomy also comes with challenges, like managing overhead and staying ahead of regulatory changes. Balancing the business side of ownership with patient care is key to long-term success, so it’s essential to approach practice ownership with passion and a strategic mindset.

In the end, if you’re ready to take on the financial and managerial responsibilities, owning a dental practice can be incredibly rewarding, offering both personal fulfillment and professional growth.

FAQs

What are the most effective ways to increase dental practice revenue in 2024?

Effective revenue-boosting strategies include optimizing appointment scheduling, expanding high-margin services, improving case acceptance rates, and enhancing digital marketing efforts. Practices can also benefit from utilizing advanced management software to streamline operations and increase patient retention.

How does technology help increase revenue in dental practices?

Technology improves efficiency, diagnostic accuracy, and patient satisfaction, all of which contribute to increased revenue. Digital imaging, CAD/CAM systems, and advanced practice management software reduce chair time, attract patients, and streamline operations, making practices more profitable.

How can dental practices reduce overhead to improve profitability?

Reducing overhead involves controlling expenses, such as renegotiating supplier contracts, optimizing staff scheduling, and adopting efficient inventory practices. Regular financial reviews help identify areas for cost savings without compromising service quality.

How does patient retention affect a dental practice's revenue?

High patient retention ensures steady income and lowers marketing costs. Loyal patients are more likely to accept treatment plans, provide referrals, and leave positive reviews, all of which contribute to practice growth and stable revenue.

What pricing strategies can help improve dental practice revenue?

Implementing tiered pricing, adjusting fees periodically, and focusing on high-margin services can increase revenue. Additionally, practices can offer financing options or payment plans to make treatments more accessible and encourage acceptance of high-value procedures.