How to increase your plan membership
Practice Plan Regional Support Managers Selina Alexander and Louise Anderson share ways to encourage team members to promote your plan and get patients to join
As inflation and practice running costs continue to rise, a well-populated dental membership plan with its predictable monthly income, can help ease some of a practice owner’s worries.
As well as the income, plans also help encourage patient loyalty and regular attendance, opening further opportunities to generate revenue. That is why it is important to sign up as many patients as possible to become plan members.
From cupcakes to air fryers, vouchers to spa days, incentives don’t need to be extravagant—they just need to be meaningful. Pitched right, they can transform your team into enthusiastic ambassadors for your membership plan.
During her working life, Selina has visited dozens of practices across the UK and has witnessed firsthand how small, thoughtful rewards can drive big results. “An incentive doesn’t always have to be monetary,” she explains. “It can be time back, like a Friday afternoon off, or something fun like cupcakes when the team hits a milestone.”
One standout example she shares is of a practice in Belfast struggling to reach 1,000 patients. Selina asked the team what would motivate them, and their answer was simple: an air fryer for the staff kitchen. The owner agreed, and within months, the team hit their target. The moral of this story? Ask your team what would give them an incentive to promote your plan more widely.
Chart your progress
Another effective strategy is to break down big goals into more easily achieved steps. If your aim is to add 2,000 new members to your plan, take it in stages. Reward team members when you hit 50 more, then 100 and so on until you reach your target. Track your progress to keep people motivated. “Seeing the numbers go up gives the team a sense of achievement,” said Selina. “It’s not just about hitting a huge target; it’s also about celebrating the journey.”
Team-based rewards work best
While offering individual incentives might seem appealing, they can sometimes be counterproductive. Encouraging patients to sign up is a whole team effort. “I don’t encourage top-seller rewards,” Louise explains. “It can create resentment. If someone’s on reception and signs up ten patients, others might feel it’s not worth trying as they don’t have the same exposure to patients.”
Instead, focus on team-based incentives. Louise suggests starting with something simple like pizzas for lunch when the team hits 25 sign-ups. Then scale up: “For 50 patients, maybe a £5 voucher each. For 100, a £10 voucher. It builds momentum,” said Louise. Vouchers are especially effective because they are flexible and personal.
Tailor incentives to your team
Not every team wants the same thing. Some love the idea of a spa day; others would rather not spend time with colleagues outside of work. Choose incentives that are inclusive and easy to distribute. Vouchers, time off, or shared treats like lunch or snacks tend to work well across the board.
Training + incentives = results
Both Selina and Louise emphasise the importance of refresher training alongside incentives. “I’ve done 27 refresher trainings this year,” Selina shares. “It gives teams a boost and reminds them why the membership plan matters.”
Louise adds that after training, there is often a spike in sign-ups. However, activity can drop off if the team isn’t continually engaged. That is where incentives come in. “Training gets them started, but incentives keep them going,” she added.
Overcoming resistance
Sometimes, the challenge is more to do with mindset than motivation. Selina recalls working with a practice where the reception team had been with the previous NHS-focused owner for years. “They weren’t interested in the plan,” she said. “But GDC regulations are clear: communication is key. Patients need to be told about their options.” In cases like this, Selina has even spent time on reception herself, modelling how to talk to patients about the plan. “It’s about showing, not just telling.”
Set clear targets and celebrate successes
Louise works with her practice owners to set realistic monthly targets to help them achieve their end goal. “I advise using charts to track joiners, leavers and net growth,” she said. “Practice Plan practices can monitor all these details on Supportal. The dashboard shows all this information in real time so you can monitor things easily. For example, you could set goals like 15 new patients in January and reward the team when they hit them.”
Incentives are about more than just rewards; they are about recognition, motivation, and creating a culture of growth. Whether it is cupcakes, vouchers, or an air fryer, the right incentive can transform a passive team into go-getters and passionate promoters of your membership plan. So, ask your team what they want. Set clear goals. Track progress. Celebrate wins and watch those numbers climb!
Practice Plan has been welcoming practices into the family since 1995, helping them to grow profitable businesses through the introduction of practice-branded membership plans. If you are looking to switch provider or are considering a full or partial move away from the NHS and would like a provider who will hold your hand through the process while moving at a pace that is right for you, why not start the conversation with Practice Plan on 01691 684165, or for more information visit: https://www.practiceplan.co.uk
About Selina
Selina Alexander is a Regional Support Manager at Practice Plan with three decades’ experience in the dental industry. She began her career in dentistry as a trainee dental nurse and progressed to become Regional Manager for 10 practices, through to mergers and acquisitions manager.
About Louise
Louise Anderson is a Regional Support Manager with Practice Plan. She began her career as a dental nurse in 1991 and is also a qualified NVQ Assessor. Before joining Practice Plan in 2022, she spent 15 years as a group manager for five dental practices in Southwest Wales.