The power of a membership plan in a private dental practice
Insights from Dr Slaine Ker and Stuart Ker, Founders of The Row Dental.
Balancing excellent patient care with a healthy, sustainable business model is no small feat for a private dental practice. Dr. Slaine and Stuart Ker, founders of The Row Dental in Edinburgh, share how introducing a membership plan has been a game-changer—for both their patients and their practice.
The Row Dental membership plan is a subscription-based model where patients pay a monthly fee in exchange for comprehensive oral examinations and hygiene therapy sessions. Patients also have the option to upgrade from the classic Wellness plan to include additional benefits—such as composite care for any composite bonding and top-up whitening gel to maintain results from previous whitening treatments carried out at The Row.
Benefits to Patients
Patients can sometimes avoid the dentist due to busy schedules, uncertainty around costs, or dental anxiety. A bespoke membership plan addresses these concerns and offers:
- Affordable Preventive Care – Routine check-ups, hygiene appointments, and X-rays are included, encouraging patients to maintain their oral health without added stress.
- Cost Transparency – Clear pricing and an approximate annual saving of 15% on routine exams and hygiene treatments help patients budget monthly, without large, unexpected costs.
- Regular Scheduled Care – Automated reminders and pre-booked appointments take the hassle out of keeping on top of routine dental care from your patients perspectives.
Benefits to the Practice
From a business perspective, a membership plan provides a number of important advantages:
- Predictable Revenue Stream
A subscription model brings recurring income, helping to stabilise cash flow—even during quieter months. This financial consistency allows practice owners to plan ahead, invest in new technology, and continue improving the patient experience. - Higher Patient Retention & Loyalty
Patients who enrol in a membership plan are far more likely to return for their scheduled appointments. This ongoing engagement builds stronger relationships, trust, and long-term loyalty. - Maintenance of Dental Work
As dentists, we gain confidence that our work is being properly maintained over time. This is especially important for treatments like composite bonding and whitening, where regular reviews and upkeep are essential for long-lasting results. It’s reassuring to know patients are staying on track, and the quality of our work is being preserved.
Top Tips for Running a Successful Subscription Model
To make your membership plan a success, we’ve found these points to be key:
- Clear Pricing & Benefits – Offer straightforward options that meet a range of needs. At The Row, we offer a Wellness plan at £25 per month, with the option to upgrade based on individual preferences.
- Easy Enrolment – Make the sign-up process as simple as possible. We handle this in-house by generating a direct debit request and updating the patient’s file using our practice management software, Dentally. It’s a seamless process.
- Marketing & Education – Spread the word via your website, social media, and in-practice materials. We display brochures in our reception area so patients can have a read while they wait for their appointment.
- Regular Evaluation & Feedback – Monitor sign-ups, listen to patient feedback, and refine the plan as needed. Showing patients that their opinions matter helps build trust and demonstrates that you’re committed to continually improving their experience.
A dental membership plan has been transformative for us at The Row. It improves patient accessibility and engagement, while giving the practice financial consistency and the ability to grow. If you’re a private practice owner looking for a sustainable, patient-focused solution, a membership plan might just be the key to long-term success.