Although there are many benefits to making the move from NHS dentistry to private practice, such as greater autonomy, improved patient care and financial sustainability, it requires careful planning and a clear understanding of the practicalities involved. In a recent video by Practice Plan, Janice Jones, Practice Manager at Fulwell and John St Dental Practice (formerly Silver and Charlton) shared her experience and advice on navigating this transition.
Understanding the ‘why’
Janice started by addressing the core motivation behind why they wanted to make the move which was to secure the financial stability of the practice and be able to deliver better patient care without the constraints of NHS targets and bureaucracy. Recruiting dentists to help them fulfil the contract was becoming more difficult as dentists no longer wanted to work under the pressures of achieving UDA targets. Prior to approaching Jayne Gibson, their Practice Plan Regional Support Manager, they had been trying to recruit dentists for around two years to help them deliver their contract. In addition to this, some of the associates had already been lobbying for a move away from the NHS and so, eventually, conversion seemed the only option left to retain their staff.
Fail to plan, or plan to fail
Having met and had discussions with Jayne, Janice was reassured that the support she and the team needed for a successful transition to private dentistry would be in place. A considerable amount of planning went into the conversion which Janice believes is the key to success.
Janice worked closely with Jayne and others to ensure that all aspects of the conversion were covered. This included:
- Financial forecasting: Understanding the financial implications is crucial. Jayne helped calculate how many patients and what fees would need to be charged to ensure the practice could remain viable during and after the transition
- Patient communication: Janice emphasised the need to communicate clearly with patients about the reasons for the change, what it means for them and the benefits they’ll receive. She found that many patients were supportive once they understood the improved service and continuity of care. Others were simply grateful to still be able to see a dentist!
- Team involvement: Making the move to private dentistry affects the whole practice, not just the dentists whose lists are converting. Janice made sure to involve the whole team from the very beginning. She ensured they were informed and well trained so that they could feel confident in the new model. This helped maintain morale and consistency in patient messaging
- Concluding outstanding NHS treatments: Janice emphasised the extra effort put into ensuring NHS treatments had been completed before the transition. Dentists worked extra hours to ensure no treatments were outstanding as there would not be time to complete them post-conversion.
Managing patient expectations
One of the biggest concerns for any practice making the move is how patients will react. “Will I have enough patients?” is one of the most frequently asked questions by practice owners considering handing back their NHS contract. Janice shared that while some patients chose not to continue as patients of the practice, the majority stayed.
She believes the key to this was in how the message was delivered. She studiously avoided jargon and focused on the tangible benefits to patients such as longer appointments, more personalised care and access to a wider range of treatments. As a practice they made the process of signing up to their membership plan as easy as possible for patients. During the first few days, Janice ensured there were extra team members on hand to deal with queries and handle phone calls and social media so that business as usual was unaffected. Janice also put aside an office so that patients who may have needed some extra support in understanding the transition could have a private, unhurried conversation.
Operational changes
Moving to private dentistry also meant rethinking the day-to-day operations of the practice. Janice spoke about the need to streamline workflows, invest in new technology and upskill the team. For example, the practice has saved considerable sums of money in postage and reduced peaks in telephone calls as they no longer send out recall letters. A patient’s next appointment is booked at the conclusion of their current one while they are still in the practice. This, and other initiatives have helped improve both practice efficiency and the patient experience.
In addition, clinical staff now have the luxury of longer appointment slots and the opportunity to have a more consultative relationship with their patients.
Emotional and professional impact
Janice also touched on the emotional effects of making the move. Although the idea of stepping away from the NHS was daunting and at times, felt risky, she and the practice owners knew it had to be done for the practice to survive. In the end, she felt it was a ‘no brainer.’ Having left the NHS she and the team felt a sense of relief that their jobs would be saved and that they could look forward to working with their patients without the pressures of an NHS contract.
Janice also noted the invaluable support she had received from Jayne and Practice Plan. As well as being a comforting and welcome support as they signed up patients to the membership plan, they were also able to benefit from Jayne’s extensive experience of conversions to help them avoid some of the potential pitfalls involved in such a complex process.
Janice’s experience offers a realistic and encouraging perspective on moving from NHS to private dentistry. Careful planning, clear communication and engaging the whole team are crucial to a successful transition. For anyone considering making a similar move, her advice is clear: take your time, do your homework and don’t be afraid to ask for help. The journey may be complex but the end result is well worth it.
About Janice
Janice Jones is an experienced Practice Manager at Fulwell and John St Dental Practice (formerly Silver and Charlton) in the North East, where she has spent several years leading and supporting her team. With a strong background in dental practice management, she has overseen everything from day-to-day operations to wider strategic changes.
Most recently, Janice played a central role in her practice’s successful move away from the NHS, giving her valuable first-hand experience of managing significant change while maintaining team morale and patient confidence. She is passionate about creating a supportive, well-organised environment where both staff and patients can thrive.