The New Growth Equation in Dentistry: Subscription Revenue, Brand Autonomy, and AI-Driven Scale
Dentistry is entering a defining new era driven by data and recurring revenue models. In a 15-minute episode of the Tech Dental Podcast, Dr. Randeep Singh Gill sits down with Matt Hadman, Head of Dental Groups at Patient Plan Direct, to unpack what he calls the “New Growth Equation” for modern dental groups.
This is a must-listen conversation for Dental Support Organisations (DSOs), multi-site owners, and leaders preparing to scale, attract private equity investment, or plan a strategic exit.
Organised Growth vs. Disorganised Growth
At the heart of the discussion is a fundamental shift in how dental businesses grow and are valued. As EBITDA margins tighten, recruitment pressures rise, and NHS dependency continues to decline, the real divide in dentistry is no longer NHS versus private. It is organised growth versus disorganised growth. According to Matt, groups that scale successfully build structure, predictable revenue, and operational maturity before aggressive expansion.
Subscription Dentistry as a Valuation Driver
One of the strongest themes in the episode is the growing importance of subscription dentistry. Recurring revenue from membership plans is rapidly becoming the new valuation currency for dental groups. Investors favour subscription income because it creates predictable cash flow, stabilises clinician demand, and reduces exposure to external volatility. As seen during COVID, plan revenue proved resilient even when footfall disappeared entirely, providing a financial safety net that transactional models lacked.
This marks a shift from transactional care to a continuity-driven economic model. Rather than relying on episodic treatments, leading groups are building long-term patient relationships rooted in prevention, early intervention, and ongoing oral health.
Prevention-led Communication Wins Patients
Matt highlights a critical insight: conversion fails when dentistry is positioned around price, discounts, or spreading costs. Successful membership adoption focuses instead on prevention-led dentistry, reducing future treatment risk and providing consistent continuity of care. When the narrative moves from price to protection and oral health maintenance, patient engagement and loyalty metrics increase significantly.
Brand Autonomy Through White-Labelled Plans
The episode also explores brand strategy for DSOs. Whether a group maintains local independent identities or operates under a unified brand, white-labelled dental plans play a crucial role. By keeping the practice brand front and centre, groups protect patient loyalty, reduce patient churn (attrition), and preserve local community trust. Brand autonomy, Matt explains, is no longer cosmetic – it is a strategic operational lever that builds long-term practice goodwill.
AI-Driven Scale Starts With Onboarding
While AI is often associated with predictive analytics or clinical diagnostics, Matt argues the biggest immediate win lies in automated onboarding and workflow efficiency. Front-of-house teams are often overloaded; systems that auto-populate patient data and run automated nurturing journeys dramatically increase plan sign-ups without adding to the staff burden. The result is higher conversions, reduced team pressure, scalable subscription revenue, and an enhanced patient experience. AI, in this context, supports operational consistency rather than replacing people.
Leadership for Sustainable Growth
Finally, the conversation turns to leadership. Scaling dental groups requires more than acquisitions. True leaders influence thinking, accept criticism, and know when to slow down expansion to ensure controlled execution and clinical governance. As Matt puts it, sometimes the most important strategic move for a growing DSO is learning to take a breath and refine the internal systems.
The future of dentistry belongs to patient-led, tech-focused organisations built on subscription resilience, brand autonomy, and AI-supported workflows. For DSO leaders, investors, and innovators, this episode offers practical insights into the structures that differentiate scalable practices from those that stall.
🎧 Listen to the full Tech Dental Podcast episode below.