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Nick Fotache

Best Dental Imaging Software: What Dentists Use and Recommend

Nick Fotache Filed Under: Operations April 30, 2026

Table of Contents

  • How to use this guide
  • What Dental Imaging Software Actually Does (And Why It’s Not All the Same)
  • The Difference Between 2D and 3D Dental Imaging Software
  • The Dental Imaging Software Dentists Actually Use
  • DEXIS Imaging Suite
  • Dentrix Imaging
  • Apteryx
  • Carestream CS Imaging
  • Planmeca Romexis
  • DentiMax
  • Curve Dental Imaging
  • XDR Dental Imaging
  • SOTA Cloud
  • Sidexis 4 (Dentsply Sirona)
  • What Dentists Say Actually Matters When Choosing Dental Imaging Software
  • AI in Dental Imaging
  • See Which Systems Dentists Actually Recommend

Best Dental Imaging Software: What Dentists Use and Recommend

  • Nick Fotache Headshot
    Nick Fotache
    Updated May 1, 2026 11:15 am

How to use this guide

This is a detailed comparison of the most widely used dental imaging platforms in North America. It's long because we wanted to give each platform a fair and thorough look rather than a surface-level summary.

If you're already considering a specific software and just want to read about that one, click its name below to jump straight to that section.

  • DEXIS Imaging Suite
  • Apteryx XVWeb
  • Carestream CS Imaging
  • Planmeca Romexis
  • DentiMax
  • Curve Dental Imaging
  • Dentrix Imaging
  • XDR Dental Imaging
  • SOTA Cloud
  • Sidexis 4

If you want the quick overview first, we also have a comparison table that breaks down all ten platforms side by side.

Highlight by need:
FeatureDEXISApteryx XVWebCarestreamPlanmeca RomexisDentiMaxCurve ImagingDentrix ImagingXDRSOTA CloudSidexis 4
Core setup
DeploymentServerCloudServerServerBothCloudBothServerCloudServer
Hardware lock-inProprietaryOpenProprietaryProprietaryOpenOpenOpenOpenOpenProprietary
Standalone purchaseYesYesYesYesYesPMS bundlePMS bundleYesYesHW bundle
Pricing modelLicense +
support
Subscription
$129+/mo
License +
support
Per-screen
+ paid updates
$139+/mo
or bundle
Included with
Curve PMS
Included;
Ascend $399+/mo
One-time +
$45/mo support
SubscriptionBundled with
hardware
Imaging capabilities
2D imagingYesYesYesYesYesYesYesYesYesYes
3D / CBCT supportVia bridgeVia bridgeYes (native)Yes (native)NoVia bridgeVia bridgeNoYes (native)Yes (native)
CAD/CAM integrationNoNoPartialYesNoNoNoNoNoCEREC
AI diagnosticsDEXassistOverjetNoBuilt-inNoPearl (add-on)VideaHealthNoPearl + OverjetNo
Compatibility & access
Mac compatibleNoPartialNoYesNoLimitedNoNoYesNo
Multi-locationLimitedYesLimitedLimitedLimitedYesYes (Ascend)Via VPNYesNo
Offline modeYesNoYesYesYesNoLegacy onlyYesYes (module)Yes
PMS integrationsDentrix (native),
major PMS
Denticon (native),
major PMS
Softdent (native),
others
100+ PMSDentrix, Eaglesoft,
Open Dental, more
Curve onlyDentrix onlyMost major PMS,
Open Dental
20+ PMSMost major PMS
Verified review scores (Capterra unless noted)
Overall score
★★★★★
4.8/5
17 reviews
Capterra
★★★★
4.0/5
7 reviews · Capterra
3.2/5
5 reviews · G2
★★★
2.9/5
74 reviews
Capterra
★★★★
3.9/5
12 reviews
Capterra
Not enough data
Not enough imaging-specific data
Not enough imaging-specific data
Not enough data
★★★★★
4.6/5
80 reviews
Capterra
★★★★★
4.6/5
5 reviews
Capterra

If you’ve ever wasted time hunting for a missing X-ray with a patient in the chair, or walked in on a Monday morning to find that a Windows update broke your digital X-ray software overnight, you already know how important it is to choose the right imaging software.

It is not the most exciting decision you’ll make for your practice, but it’s one that will affect your daily workflow.

The problem is that figuring out which one is actually worth using means sitting through demos from sales reps who all tell you theirs is the best, reading through dental forums, and trying to find honest opinions from other dentists. 

Most dentists don’t have that kind of time, so we did that research for you. We went through dental forums, dug into real dentist reviews, asked our own clients what they’re running and what they actually think of it, and put everything we found into one straightforward comparison.

What Dental Imaging Software Actually Does (And Why It's Not All the Same)

At the basic level, dental imaging software captures, stores, and displays your radiographs and clinical photos. You take an X-ray, the image shows up on screen, and it links to your patient’s chart.

The better systems handle your entire visual workflow: intraoral X-rays, panoramic images, CBCT scans, intraoral camera photos, and even clinical photography, all in one place. They let you enhance image contrast, compare images across appointments, annotate findings, generate reports, and share images with specialists or patients. 

Some newer platforms layer AI on top of all of that, flagging potential pathology in real time.

What Dental Imaging Software Actually Does

The problem is that not all of these features work equally well across every system, and the gap between what a platform advertises and what it actually delivers in daily use can be pretty significant. 

One thing that frustrates a lot of dentists more than anything else is integration, specifically whether the software actually talks to their practice management system cleanly, or whether someone on the team ends up manually exporting images and re-linking them to charts every time.

On top of that, what’s included in the base cost, what requires an add-on, and what they charge extra for varies a lot between vendors and isn’t always obvious until you’re already in a contract.

The Difference Between 2D and 3D Dental Imaging Software

Most practices run 2D imaging. That covers your standard periapical X-rays, bitewings, and panoramic images. It’s what the majority of general dentists use every single day.

3D imaging software handles CBCT (Cone Beam Computed Tomography) scans. These are the volumetric, rotatable 3D images that show bone structure, nerve canals, sinus proximity, and implant sites in a way that 2D images simply can’t replicate. 

You need 3D when you’re doing dental implants, complex extractions, endodontics involving tricky canal anatomy, or orthodontic treatment planning.  A lot of 3D imaging software is sold bundled with the CBCT machine itself. 

Planmeca sells Romexis with their units. DEXIS sells DTX Studio Clinic with their CBCT hardware. If you buy a CBCT machine from a specific manufacturer, you’ll usually get their 3D software as part of the package, whether you want it or not.

The Difference Between 2D and 3D

The key spec to know: any decent 3D imaging software supports DICOM, the universal format for medical imaging. DICOM compatibility means your images are portable if you ever switch software, and it means specialists you refer to can actually open them.

The Dental Imaging Software Dentists Actually Use

Here’s a breakdown of the most common dental imaging software dentists use in their practices today. This isn’t a ranked list and there’s no winner, because the right choice genuinely depends on your setup. What works perfectly for a multi-location group practice might be the wrong call for a solo general dentist, and vice versa.

DEXIS Imaging Suite

DEXIS Imaging Suite Logo 1

DEXIS is probably the most commonly installed imaging software in North American practices right now. It has been around for decades, it integrates with Dentrix out of the box (both are under the Henry Schein umbrella), and the image quality is consistently rated highly.

What Dentists Like About DEXIS

Image quality is the thing that comes up most consistently. Dentists and office managers describe the images as sharp, clear, and reliable, and the ClearVu processing means you rarely need to spend time adjusting contrast or brightness after the fact. One office manager put it simply: “The doctors like the quality.”

The single most consistent thing across all reviews is how easy the software is to learn and use. This comes up so many times it’s basically the defining characteristic of DEXIS. 

One verified user wrote: “VERY intuitive software, even our fresh graduates pick this up on their first day.” Another office manager, Emmaline P., describes being able to find any patient’s X-rays instantly: “All you have to do is search by last name, first name.”

The Dentrix integration gets praised specifically and repeatedly. Laura B., a practice manager, said: “The X-rays come out clear, and when I take them, they are automatically converted into Dentrix.” A dental assistant adds: “Great compatibility with Dentrix, I’m sure you will like it just as I do.”

What Dentists Like About DEXIS

Having everything in one place is another theme that keeps coming up. Films, panoramic X-rays, and intraoral images all stored together means no jumping between software mid-appointment. As one dentist said: “No need to jump between softwares while seeing one patient.”

The auto-advance feature during X-ray series gets specific praise from dental assistants: “It auto advances when doing an X-ray series,” which means no manual navigation between shots while a patient is in the chair.

One more thing dentists mention: the universal sensor size. One office manager says it’s the main reason DEXIS is their go-to, because a single sensor handles most patients without needing to switch between sizes mid-procedure.

What Dentists Don't Like About DEXIS

The multi-user access issue is the most practically frustrating limitation that comes up in reviews. One dentist said: “Sometimes it won’t let more than one person into the X-rays. Can’t add X-rays while someone else is in a patient’s file.” In a multi-chair practice where multiple team members need to access the same chart, this creates real friction.

Image stacking is a recurring annoyance. Two separate reviewers flag this independently: one says “I dislike the stacking of images from previous templates,” and another says “sometimes it’s hard to pull up the one you want because of how images stack.” It’s a workflow issue rather than a clinical one, but it slows things down.

Transferring images to other offices only works cleanly if the receiving practice also runs DEXIS. Here is what one dental staff member had to say: “You have to know if another office uses Dexis to transfer the images to them; otherwise, they can be sent as a jpeg.” Sending as a jpeg means losing all the metadata, tooth numbering that makes the image useful.

Internet dependency is flagged by Mayra S., a recall coordinator at a larger practice: “It must be online for it to sync. Sometimes our internet goes down and it’s hard to access patients’ X-rays on other computers.”

On Capterra, dentist James K. describes two sensors failing within 18 months with a warranty dispute

Capterra Review

A reviewer named Zoe G. writes: “We use Dexis Titanium sensors in our practice and they are always breaking down. They do not answer their phones or call you back ever.” 

Zoe G Review

The customer service score on Capterra sits at 3.9 out of 5, the lowest rated aspect of the product.

Sources

Capterra - DEXIS Imaging Suite

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G2 - DEXIS Imaging Suite

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Better Business Bureau - DEXIS

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Disclaimer: These insights are drawn from verified user reviews on the sources above. We encourage you to read through them yourself before making any decisions.

Dentrix Imaging

Dentrix Logo

Dentrix is the most widely used dental practice management software in North America. But it also has a built-in imaging module called Dentrix Imaging. 

There are two versions:

  • The traditional server-based Dentrix comes with the Dentrix Imaging Center.
  • The newer cloud-based version, Dentrix Ascend, comes with Ascend Imaging.

What Dentists Like About Dentrix Imaging

The single most consistent positive across hundreds of Dentrix reviews is the integration between imaging and the rest of the practice workflow. When you take an X-ray, it lands in the patient chart automatically. 

What Dentists Like About Dentrix Imaging

It gets associated with the right CDT codes automatically through Dentrix’s Smart Image technology. It attaches to the insurance claim automatically. The practical result is that your front desk doesn’t have to manually attach images to claims or cross-reference between separate systems. 

A Capterra reviewer who has used Dentrix for over 15 years describes the core appeal: “It is up to date, accurate, and quick. I am never waiting on a lagging screen. I love that Dexis and other software easily integrate into it.” 

For Dentrix Ascend users specifically, the cloud-based imaging is described in noticeably more positive terms than the legacy version.

Dentrix Ascend users

The ability to access images from any location, on any device, without syncing servers is particularly valued by multi-location practices and DSOs. One Ascend user notes they can “seamlessly work in each office from our home office.” 

For group practices that have struggled with imaging servers that need to be synchronized between locations, moving to Ascend Imaging eliminates that problem entirely.

The Detect AI feature, powered by VideaHealth, is a real addition worth understanding. It’s FDA-cleared, runs automatically as X-rays are captured, and applies color-coded overlays highlighting potential caries and areas of concern in real time.

Detect AI feature

According to VideaHealth’s published data, it reduces missed caries by an average of 43% and false positives by 15%. Dentrix reports 95% adoption among practices that have access to it within the first six months. 

In early 2026, Dentrix launched Image Verify, an AI tool built directly into the imaging module that evaluates X-ray quality in real time at capture, flagging blur, misalignment, or incomplete coverage before the image goes into the chart. 

The goal is to reduce claim denials from poor-quality images, which Henry Schein One says account for a significant share of the 20% of dental claims initially denied each year.

What Dentists Don't Like

After a significant imaging update, one dental staff member posted: 

“The most recent imaging update was the worst. You took away things that worked fine and now it’s harder to import Full Mouth Series and mount them and you can’t view all your images at once. Having to stop and click on each individual imaging type takes much more time and then you have to keep going back and forth. Whoever decided these changes must not use the program to know what is needed in a dental office.” 

What Dentists Do not Like

No CBCT support in Dentrix Ascend Imaging is a documented limitation. For practices that need cone beam imaging, you will need to bridge to a dedicated CBCT platform. This is a real gap for any practice doing implants or oral surgery.

Third-party imaging integration is limited unless you are using one of the major supported platforms. One Software Advice reviewer notes: “Integration with other radiographic software programs is limited unless using one of the big names.” 

Detect AI specifically works best with Dentrix Imaging’s own workflow and CARINA sensors, meaning if you’re using a different imaging setup, you may not get the full AI experience.

On the legacy server-based Dentrix, performance issues are well-documented. Multiple Capterra reviewers describe waiting 20 to 30 seconds for patient charts to load, and 30 seconds or more for treatment plans to appear. One reviewer describes it as constant “circle of death” and “(not responding)” messages. When your imaging workflow depends on the same slow server that runs the rest of Dentrix, this affects clinical time.

One Trustpilot reviewer writes: “The updates are ridiculous. They don’t check them out for accuracy before implementing them. We have to call Henry Schein on a weekly basis.” On Ascend the update problem is largely solved since updates deploy in the background, but legacy Dentrix users still deal with it.

The cost structure deserves specific mention. Dentrix’s base price is not published, but Ascend starts around $399 per month for a single user and scales significantly. Beyond that, support must be purchased separately, Detect AI is an add-on, and multiple reviewers describe surprise charges for features they thought were included. 

One GetApp reviewer: “They want to charge for every little thing and didn’t tell me about extra charges until right before.” 

Support quality is inconsistent. Some reviewers describe it as excellent and fast. Others describe 30-plus minute hold times and being transferred overseas. One Software Advice reviewer describes the support experience this way: “They provide frequent updates, which never install smoothly. You are forced to call customer support. Plan to spend a long time on hold.”

Best for: Practices already running Dentrix as their PMS who want imaging tightly connected to their billing and claims workflow. For the best clinical imaging quality, most Dentrix practices bridge to DEXIS rather than relying on the native module. Dentrix Ascend Imaging is better suited to general 2D practice; practices needing CBCT will need to bridge to a dedicated platform.

Sources

Dentrix Imaging

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Dentrix Ascend Imaging

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Capterra Dentrix

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Capterra Dentrix Ascend

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Software Advice

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Dentrix Ideas Forum

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G2 - Dentrix Imaging

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Disclaimer: These insights are drawn from verified user reviews on the sources above. We encourage you to read through them yourself before making any decisions.

Apteryx

Apteryx

Apteryx has been around since 1995 and is one of the more established names in dental imaging software, particularly among multi-location practices and DSOs. In 2020 it was acquired by Planet DDS, the same company behind the Denticon practice management system. 

The current product is called XVWeb and it is fully cloud-based, meaning your X-rays are stored on remote servers rather than a local computer in your office. That is both its main selling point and its main limitation, depending on how you look at it.

It is worth knowing upfront that Apteryx also had an older on-premise product called XrayVision that a lot of dentists were using and were happy with. In 2023, Planet DDS shut down the provisioning server for XrayVision, which meant that practices using it could no longer reset their licenses if they changed hardware. 

Apteryx Platform

What Dentists Like About Apteryx XVWeb

The multi-location access story is the strongest consistent positive across all reviews. Chris G., a Chief Technology Officer at a multi-location health and wellness group, puts it well: 

“Apteryx XVWeb has proven to be a very low maintenance product for our IT team, easy to learn in the practices and easy to administer. Our clinical staff can pull images from any of our offices easily.” 

What dentists like about Apteryx XVWeb

Another reviewer on G2 echoes this directly: “XVWeb has been helpful in growing our practice across multiple locations and would recommend to any other business looking to expand to other locations.” 

A third adds: “We can utilize the software at two locations and share the data between each site with ease.”

For practices already on Denticon for practice management, the integration between the two Planet DDS products is seamless and is specifically designed to work together, which removes one of the biggest friction points in the imaging software decision.

The open architecture philosophy is genuinely different from competitors like DEXIS. Apteryx does not make its own sensors, which means it has no financial incentive to lock you into specific hardware. 

You can use sensors from different manufacturers without compatibility issues, and you’re not paying a premium for hardware just to keep your software working. The hardware freedom is real, though with one important caveat we’ll get to in the negatives.

Image quality gets good marks. One G2 reviewer describes image clarity as “outstanding” and praises the template creation tools as easy to use. Kristen P., a practice owner on Capterra, calls the X-ray quality “great” and says customer service was easy to reach, listing no negatives.

X-ray quality - Apteryx

What Dentists Don't Like About Apteryx XVWeb

Internet dependency is the unavoidable trade-off of any fully cloud product. Multiple reviewers flag it, with one putting it simply: “The only issue with XVWeb is just if the internet goes down.” If your office has unreliable internet, a cloud-based imaging system creates real risk regardless of the vendor.

Missing X-rays is a documented complaint from more than one user. One Capterra reviewer says: “Customer time frame to resolve issues is mediocre at best. We have lost so many X-rays and haven’t been able to retrieve them.” 

To be fair, the older XrayVision product had a known compatibility issue with Windows 10 that could cause image loss, and Apteryx’s own support documentation lists several scenarios where images can go missing and how to find them, which suggests the company is aware of it.

Customer support gets mixed reviews. Qin L., an administrative assistant who used the software for one to two years, gives a summary: 

“Overall, Apteryx gets the job done as a basic X-ray and imaging capturing software. The features could be updated. The cloud feature is nice as it allows you to view images from any device and outside of the office. The functionalities are basic, and some features are not very accessible such as changing the contrast of images. Customer support was severely lacking as well.”

What dentists do not like about Apteryx XVWeb

The customer service score on Capterra sits at 3.3 out of 5.

One G2 reviewer describes the process of switching to XVWeb being delayed twice because the software was not working correctly during training, and says getting support while a patient is in the chair is “very time-consuming.” Worth keeping in mind if you’re planning a transition on a tight schedule.

The subscription model itself is a friction point for some practices. One reviewer states directly: “I don’t like the recurring cost. I try to stay away from subscription products.” For dentists used to a one-time software purchase, paying every month with no exit feels different even if the total cost over time might be comparable.

Finally, some image editing tools are described as limited, particularly adjusting image contrast, which is a basic diagnostic need. For practices doing complex imaging work, this is worth testing during a demo before committing.

Best for: Multi-location practices, DSOs, practices on Denticon, practices that want to eliminate servers and IT overhead, and practices that want the flexibility to use sensors from different manufacturers without being locked in.

Sources

Capterra - Apteryx XVWeb

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G2 - Apteryx XVWeb

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Better Business Bureau - Apteryx XVWeb

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Open Dental Forum

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Disclaimer: These insights are drawn from verified user reviews on the sources above. We encourage you to read through them yourself before making any decisions.

Carestream CS Imaging

csd logo

Carestream Dental has been in the imaging business for a long time, originally as the dental division of Eastman Kodak and later as an independent company under Carestream Health. 

Their hardware portfolio is genuinely comprehensive: intraoral sensors, panoramic units, handheld X-ray devices, CBCT machines, and their CS Imaging software that ties all of it together. On paper, the integration story is compelling, one platform managing 2D, 3D, CBCT, and CAD/CAM workflows all in one place.

The complication is that the real-world experience documented across hundreds of reviews does not match the brochure version. Carestream Dental holds a 2.9 out of 5 overall rating on Capterra based on 74 verified user reviews. 

There is also a financial context worth mentioning. The Molar Report, an independent dental software review publication, noted that Carestream Health’s revenue declined 15% year over year in 2023, raising questions about long-term R&D investment for a product you might use for the next decade. The dental division continues operating and releasing updates, but the parent company’s financial trajectory is worth factoring in when making a multi-year equipment commitment.

What Dentists Like About Carestream

Image quality, particularly for 3D and CBCT, gets genuine praise. One dental hygienist with over 16 years of experience writes on GetApp: “I think for definition it is better than Dentrix. I think for the quality of films it is definitely the best I have seen.” Another reviewer calls it excellent for 3D imaging and patient record management.

Carestream Platform

When the software and hardware are working within the Carestream ecosystem, the integration does hold up. One G2 reviewer describes “perfect integration with Carestream Softdent software” and praises the support as “excellent and responsive.” 

For practices already running Carestream sensors, panoramic units, and Softdent as their PMS, the experience of having everything talk to each other cleanly is a genuine benefit.

What Dentists Don't Like About Carestream

The support and reliability picture painted by independent reviews is serious and worth reading carefully before purchasing.

Bryan C., a dentist who used the system for over two years, writes on Capterra: “I used Softdent for 3 years along with Carestream/Kodak Imaging and what a nightmare. The system would crash on a regular basis. The images would take up to 2 minutes to appear. Carestream/Kodak Dental Imaging software should work together because they are from the same developer. They don’t. Constant crashing and the tech support would always blame the hardware. It was brand new hardware.”

What dentists do not like about Carestream

Brandon W., another dentist, goes further: “Carestream does have good support. Supporting bad software is almost as good as having no support. The software is really a Frankenstein software with a mish-mash of programming designed for Windows 1998 and XP.”

The warranty situation has generated some of the most detailed complaints. One dentist describes purchasing a CBCT machine and two handheld X-ray units, having the handheld units die four times in the first year, and then discovering that Carestream’s warranty period started from the ship date rather than from when they had a working unit. His conclusion: “They wouldn’t replace, couldn’t repair, and knew of no one who could repair the units.”

Tim D., a dentist, describes a two-year saga trying to get their CS 3600 intraoral scanner fixed, with Carestream coming out five or six times with no resolution, never offering to swap the unit: “Carestream stuck me with a lemon of a scanner costing me a small fortune and wasted production time. We finally traded it in for an iTero.”

Contract cancellation has also come up as a documented issue. Brooke R., a dentist, wrote in December 2025: “They refused to cancel our agreement because we didn’t give enough notice. When we tried to call multiple times to cancel, no one picked up, and then the people we talked to were either fired or quit before our issue was resolved.”

Cancel our agreement

Support wait times are described across multiple reviews as ranging from 30 minutes to over an hour, with calls typically being escalated to a Level 2 technician who still may not be able to resolve the issue. 

Carestream has been pushing customers toward email and chat support with a virtual agent, which one reviewer paying nearly $1,000 a month describes as getting dropped three times before reaching a human.

Kass N., a practice owner, writes: “For the last three months, we have spent twenty to thirty hours of employee hours to get the system up and rerunning.”

Carestream has genuinely good hardware and a comprehensive imaging portfolio. If you are in a practice that already runs fully on Carestream equipment and the Softdent PMS, and things are working, there may be no reason to change. 

If you are evaluating Carestream fresh, it’s worth spending time on the independent reviews before making a decision. The feedback across Capterra, G2, GetApp, and the BBB covers a consistent set of themes around support responsiveness, software stability, and contract terms.

Not every practice has a negative experience, and Carestream remains a major player but the volume and consistency of the concerns raised by verified dentists is something any practice should weigh carefully before signing a multi-year agreement.

Sources

Capterra - Carestream Dental

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G2 - Carestream Dental

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Better Business Bureau - Carestream Dental

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The Molar Report

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Disclaimer: These insights are drawn from verified user reviews on the sources above. We encourage you to read through them yourself before making any decisions.

Planmeca Romexis

Romexis logo

Planmeca is a Finnish company founded in 1971 and is the largest privately held dental equipment manufacturer in the world, distributing to over 120 countries. Romexis is their all-in-one platform and it is genuinely comprehensive. 

Romexis handles 2D X-rays, CBCT, intraoral scanning, and CAD/CAM in one platform, so practices doing implant work or in-house restorations don’t need separate software for each workflow. 

The 2025 update added AI tools including automatic nerve canal detection in CBCT and an implant planning workflow that generates a plan proposal in under 9 seconds. It also runs natively on both Mac and Windows, which is still relatively rare in dental imaging software, and integrates with over 100 practice management systems.

What Dentists Like About Planmeca Romexis

Image quality is the most consistent positive across all reviews. Alison F., a general dentist who used the software for one to two years, writes on Capterra: “The Planmeca images are always great, so I will continue to use the software. The tools to adjust the images work great to allow better visualization.” 

One G2 reviewer notes that images appear in the patient chart immediately after capture, while other offices using different software “often have to take the image and then upload it later.”

For practices doing implant work and CAD/CAM restorations, the all-in-one capability gets genuine praise. One dentist describes the crown design features: “Its auto design feature often does a great job but I love that I can customize my crowns. You can make them as detailed or as generic as you want. It is possible to make really beautiful anatomy with this program, or just quickly scan and design a crown in 15 minutes.” 

What dentists like about Planmeca Romexis

The 3D capabilities are a real differentiator for implant-focused practices. The working length verification feature for endodontics, the airway analysis tools, and the CBCT visualization options are tools that more basic imaging platforms simply don’t offer.

Planmeca Romexis Platform

Duc T., a dentist who has used Romexis for over two years, gives a summary: “Romexis is easy to use, widely known, and the support is great.” At least one office manager echoes this, describing customer support as responsive and quick to resolve issues.

What Dentists Don't Like About Planmeca Romexis

The licensing model is by far the most complained-about aspect of Romexis, and the frustration is documented clearly in a detailed Capterra review from Shannon D. a dental practice owner who used the software for two-plus years. 

After Planmeca’s 2020 update, Romexis moved to charging a license per screen rather than per doctor. The practical effect in a multi-chair practice: if you have periapicals open on one screen and CBCT slices on another, both licenses are in use. 

Your receptionist can no longer upload X-rays, and another assistant can’t open a second patient’s images until someone closes a screen. 

The dentist’s assessment is direct: “It is clearly a money grab and I end up running around closing Romexis software between rooms or trying to figure out where Romexis has been left open. I would NOT recommend this software unless you have lots of money and can afford to buy a license, which takes two to three weeks to get from time of order, for every single screen you intend to view radiographs on.”

G2 reviewer

Software updates are not included in the base purchase. One dentist notes: “The software you buy doesn’t auto update with new features.” This is a meaningful cost to factor in over the life of the platform.

The learning curve is steeper than most. Multiple reviewers describe Romexis as complicated to learn, particularly for practices used to simpler 2D-only platforms. One reviewer says it “can sometimes be tricky to know what features are of critical importance and which may be unnecessary.” This is partly a consequence of the software doing so much, but it means new staff take longer to get up to speed.

Some workflow quirks frustrate daily users. Alison F. notes that images export as individual files rather than as a grouped set, which is time-consuming when transferring images to another office. She also couldn’t find an easy way to scroll through a series of images without closing each one and reopening the next.

Customer support gets mixed reviews depending on region. Some users report good local support. Others describe it as the worst they have ever dealt with. The customer support score on Software Advice sits at 3.4 out of 5, which suggests inconsistency rather than a uniformly good or bad experience.

Hardware dependency is the structural limitation. Romexis works best when your entire setup is Planmeca. Integration with third-party sensors and devices is possible via DICOM and TWAIN, but you lose the seamless experience. If you’re running a mix of hardware brands, the value of Romexis as an all-in-one platform diminishes significantly.

One Useful Free Option

Planmeca offers a free Romexis Viewer, a full-featured desktop application for Mac and Windows that lets anyone view Planmeca 2D and 3D images without a paid license. Specialists you refer to can install it at no cost and open CBCT cases you share with them. It doesn’t capture images, but it’s a genuinely useful tool for collaboration.

Best for: Practices running Planmeca hardware throughout, implant-heavy practices needing serious 3D planning tools, practices doing in-house CAD/CAM restorations, and anyone who needs a comprehensive all-in-one platform and is willing to invest in the learning curve and the licensing costs that come with it.

Sources

Capterra - Planmeca Romexis

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G2 - Planmeca Romexis

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Software Advice

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Planmeca Official Site

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Disclaimer: These insights are drawn from verified user reviews on the sources above. We encourage you to read through them yourself before making any decisions.

DentiMax

DentiMax Logo

DentiMax is a smaller independent company. They sell dental X-ray sensors, their DentiView imaging software, and a full practice management platform, any of which you can buy separately or bundle together.

DentiView works with sensors from most manufacturers and bridges to virtually every major PMS including Dentrix, Eaglesoft, Open Dental, Softdent, Easy Dental, and PracticeWorks. You are not locked into DentiMax hardware to use their software.

DentiMax Platform

What Dentists Like About DentiMax

Customer support is the thing that comes up most consistently and most positively. Multiple reviewers across Capterra and GetApp describe the team as friendly, knowledgeable, and genuinely helpful. Importantly, reviewers note that the support staff have backgrounds in dentistry, which shows in how they understand the problems being described.

One dentist, Nicholas R., writes on Capterra after a year of use: “Customer service is second to none. Software is very user friendly and packed with features. It does everything I need it to do and a lot more”

Sensor cost and image quality together are a recurring positive theme. Julie S., a practice owner who opened in 2018 and has been using DentiMax since day one writes that they have been “pleased with the cost of sensors” and praises the combination of cost-effectiveness, image quality, and ease of training.

What dentists like about DentiMax

A Google reviewer describes switching from a Gendex sensor to DentiMax: “We were thrilled with the quality of the images and the price. The customer service and technical support were top notch.”

One dentist describes the imaging specifically: “Great program, not too many glitches, runs smoothly. Complete package when combined with the sensors for radiography. Image quality is excellent.”

What Dentists Don't Like About DentiMax

The conversion process when switching to DentiMax from another platform has drawn criticism more than once. Several reviewers describe a rough transition where follow-through was lacking and some features were not activated after cutover.

There are some persistent software bugs that are worth knowing about. One reviewer describes a situation where the mouse cursor doesn’t show an hourglass when the software is processing, leading staff to keep clicking and creating “dead connections” that require support to clean up remotely. 

They also note that closing the program generates error messages every single time that have to be manually dismissed.

DentiMax works well for everyday general dentistry. It is not designed for more specialized workflows like implant planning, CBCT, or in-house crown design. If those are part of how you practice, you may want to look at a more comprehensive platform. As one reviewer notes: “Not as many features as some other programs.”

Best for: Small to mid-sized general practices looking for an affordable, open, no-hardware-lock-in option. Also worth knowing about specifically for their sensors, which are a legitimate lower-cost alternative for practices that want to replace aging sensors without being forced into a specific imaging software.

Sources

Capterra - DentiMax

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GetApp - DentiMax

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Software Advice

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DentiMax Official Site

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Disclaimer: These insights are drawn from verified user reviews on the sources above. We encourage you to read through them yourself before making any decisions.

Curve Dental Imaging

Curve Dental Logo

Curve Dental is primarily a cloud-based practice management platform used by over 80,000 dental professionals across North America. But it also has a built-in imaging module, and for the right practice it’s worth knowing about on its own terms.

The imaging feature handles 2D X-rays and intraoral photos. You can overlay X-rays directly on the patient’s restorative chart with an opacity slider, so you’re viewing the image and the chart simultaneously.

Curve Dental Platform

Image tools cover the basics: brightness, contrast, sharpening, rotation, and invert. You can save preset adjustments and apply them in one click, which saves time when working through a full-mouth series.

Curve integrates with Pearl AI as an add-on, so you get AI-assisted pathology detection without needing a separate platform.

On sensors, Curve has certified direct integrations with DEXIS, Schick, Carestream, Planmeca, Vatech, and XDR on Windows. Most other sensors work via TWAIN driver.

There is no native CBCT or cone beam support. If your practice places implants or regularly needs 3D imaging, Curve’s native module won’t cover you. Curve does bridge to dedicated imaging platforms including DEXIS, Apteryx, Carestream, Planmeca Romexis, and most major systems, so you can still use Curve as your PMS while running a separate imaging platform alongside it.

Mac support is minimal. On Windows the certified sensor list is reasonable. On Mac, only the Planmeca ProSensor USB and one Video Dental device are officially supported. If your operatories run on Macs, the native imaging module is not a practical option.

A Note On Reviews

Most Curve Dental reviews cover the full PMS platform, and it’s hard to separate imaging-specific feedback from opinions about scheduling, billing, or support. Across hundreds of reviews we looked at on Capterra, G2, and Software Advice, only a small number specifically mention imaging or X-rays by name. 

Of those, the pattern leans negative. Christopher H., a dentist and practice owner, writes: “The imaging software in Curve really lacks compared to Dexis for even taking bitewings. I wish you could take and store cone beams in Curve.” 

A dentist using Curve since 2015 calls the imaging module “probably one of the weakest links in the software.” 

On the positive side, one dentist on Capterra writes: “I enjoy that imaging is on the same software” — a modest but genuine point about the convenience of having everything in one place.

That’s a thin sample, and it would be unfair to draw conclusions from it. What it does suggest is that dentists switching from a dedicated imaging platform like DEXIS will notice the difference, while practices setting up fresh with modest imaging needs may find it perfectly adequate.

Best for: General practices already on Curve for PMS who want imaging in the same system and primarily do standard 2D work. Not recommended as a standalone imaging solution for implant-heavy practices or anyone who needs CBCT capability.

Sources

Capterra - Curve Dental

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Software Advice

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Curve Dental Imaging Page

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Disclaimer: These insights are drawn from verified user reviews on the sources above. We encourage you to read through them yourself before making any decisions.

XDR Dental Imaging

Logo xdr

XDR Radiology is a smaller, Los Angeles-based company that has been making dental imaging hardware and software since around 2004. They do one thing: dental imaging. No practice management software, no expansion into adjacent products. Just sensors and the imaging software that runs them.

That focus shows in how dentists talk about them. XDR comes up repeatedly in independent forums, particularly the Open Dental community, as the main legitimate alternative to DEXIS for practices that want image quality without the DEXIS price tag. It’s worth understanding both what they offer and where the tradeoffs are.

XDR Radiology Platform

What Dentists Like About XDR

The most referenced positive across forums and independent reviews is the combination of price and image quality. David Fuchs, a dentist in Springfield, Missouri, wrote on the Open Dental forum: “When we tested both in office, I liked the image quality from XDR better than Dexis. So even though Dexis says it is the best, I didn’t think so. Their software certainly is more advanced, but we went with XDR three years ago and love it.”

A dentist in Massachusetts on the Open Dental forum described their reasons for choosing XDR simply: cost, solid sensors, great support, simple software, and a good warranty.

Justin Shafer, a dental IT consultant put it this way: “XDR Sensors/Software: great filters, low cost, durable sensor, software itself is very simplistic.”

On G2, one reviewer describes the software itself: “The interface is very simple and easy to navigate. It is not CPU heavy and doesn’t require a crazy server for it to run well. It integrates with any dental PMS I’ve tried. It works very well over a VPN. It’s really affordable.”

The software has some genuinely useful clinical features built in: a real-time exposure meter that gives assistants immediate feedback on technique, single-click Perio, Sharp, and Endo filters, patented Unwarp technology that corrects for projective distortion, cumulative measurements for endo, a virtual acetate overlay for implant planning, and a Floater feature that lets you view images alongside the patient chart without switching windows.

What Dentists Don't Like About XDR

The software is consistently described as simplistic, and that’s a real limitation for some practices. What makes it easy for general dentists to love makes it frustrating for practices that need more advanced tools. XDR does not support CBCT or 3D imaging. If you do implant work at any serious volume or need cone beam capability, this is not your platform.

The negative review on G2 worth taking seriously comes from a dentist  who used the software for two-plus years: “The quality of X-rays with XDR sensor plus their software might not be as clear as other ones used in the past such as Dentrix system.” 

The biggest issue is actually the XDR sensor that lasted only about 4-5 years and was sent into XDR for repair. They could not repair and will not return so had to spend $7K for a replacement sensor.”

What dentists do not like about XDR

Another G2 reviewer notes an endo workflow friction point: you have to recalibrate the imaging software every time you open a patient for endo procedures, which is different from how other platforms handle it and adds steps mid-procedure.

Best for: Small to mid-sized general practices on Open Dental or other independent PMS platforms, practices looking to replace aging DEXIS or Schick sensors without paying the major-brand upgrade price, and cost-conscious dentists who want image quality and support without an enterprise software contract.

Sources

XDR Radiology Official Site

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G2 - XDR Radiology

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Open Dental Forum

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XDR Testimonials

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Disclaimer: These insights are drawn from verified user reviews on the sources above. We encourage you to read through them yourself before making any decisions.

SOTA Cloud

Sota Cloud Logo

SOTA Cloud doesn’t have the name recognition of DEXIS or the decades-long install base of Apteryx. But it has been quietly picking up ground among multi-location practices and DSOs who want a cloud-native imaging platform that works with whatever hardware they already own. If you’ve been evaluating imaging software recently, there’s a good chance it came up.

SOTA Cloud works with virtually any sensor, panoramic unit, or ceph machine you already own, no proprietary hardware required. It connects to over 20 practice management systems and can migrate existing image archives from DEXIS, Apteryx, Carestream, TigerView, Sidexis, and VixWin. For DSOs acquiring practices with different hardware setups, that flexibility has real operational value.

Most platforms either don’t support CBCT natively or require a separate desktop application to view 3D volumes. SOTA Cloud handles multiplanar reconstruction, cross-sectional views, and measurements in the same browser interface you use for 2D imaging. 

One Capterra reviewer describes it in practice: “I have been able to easily take photos, images from sensors, and images from my CBCT and viewing them from anywhere works great.”

Both Pearl and Overjet AI are integrated, which makes SOTA Cloud one of the only platforms on this list where you can choose between the two rather than being locked into one.

SOTA Cloud Platform

On the internet dependency concern: SOTA Cloud has an offline module. You can still capture and view images if your connection drops, and everything syncs when you’re back online. A G2 reviewer says: “We’re currently in an ice storm and I can still pull up the X-rays and share them with our patients.”

What Dentists Like About SOTA Cloud

Ease of use is the most consistent positive. Multiple reviewers across Capterra, G2, and Software Advice describe the interface as intuitive and fast to train new staff on. 

Tony D., a dentist who has used it for over two years, writes on Capterra: “Easy to setup. Easy to use. Very user friendly. Have been using for over 2 years and integrates well with Dentrix.”

A dentist with twelve years of experience who has used multiple platforms writes that SOTA’s image quality is “comparable, if not better, than other major brands I have previously used.”

The implementation and onboarding team is specifically praised across multiple reviews. One Software Advice reviewer said: “The transition from our server-based imaging software to SOTA was much easier than expected and the support team has been very responsive.” 

Another: “They SUPER helped me get going at lightning fast speed because of our specific situation, main reason the company built goodwill in my mind.”

What dentists like about SOTA Cloud

Several reviewers switched directly from Apteryx XrayVision when Apteryx discontinued it and pushed users to XVWeb. 

One dentist explains their switch: “We were on Apteryx XrayVision but they moved to XVWeb which was too expensive. SOTA imaging was a timely upgrade from our previous imaging software. The functionalities and user interface is intuitive.”

What Dentists Don't Like About SOTA Cloud

Stability is the most documented concern. Multiple reviewers report random crashes and “device not detected” errors. One Capterra reviewer notes: “Occasionally crashes the computer or causes it to freeze. Sometimes images get lost or placed in another patient’s chart.” That last point is worth paying attention to if you run a busy practice.

Initial setup can be rough. One dentist owner on Capterra writes: “The initial set up took a while and a few calls to customer service. It was not integrating well at first. It took our computer specialist to eventually configure on his own after our calls to the customer service department failed.” The implementation team gets strong reviews but ongoing tech support gets more mixed ones. One reviewer said: “Tech support seems unmotivated to resolve issue. Better luck with implementation specialist.”

Intraoral camera compatibility has been an issue for at least one practice. One Capterra reviewer writes: “Our intraoral cameras, although they say they are compatible, we can’t use them. We have fought this issue since we started with SOTA.” Confirm your specific camera model is supported before signing.

Internet dependency is the structural trade-off of any cloud-first platform. Slow internet means slow load times. The offline module helps but doesn’t eliminate the dependency.

Best for: Multi-location practices and DSOs that want one cloud imaging platform across locations with different hardware setups. Practices that need full CBCT capability in the cloud. Practices looking to add Pearl AI or Overjet diagnostics without switching imaging software.

Sources

SOTA Cloud Official Site

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Capterra - SOTA Cloud

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G2 - SOTA Cloud

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Software Advice

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Get App - SOTA Cloud

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Overjet Integration Announcement

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Disclaimer: These insights are drawn from verified user reviews on the sources above. We encourage you to read through them yourself before making any decisions.

Sidexis 4 (Dentsply Sirona)

Dentsply Sirona Logo

Sidexis 4 is the imaging platform from Dentsply Sirona, the world’s largest dental products manufacturer. It pairs with Schick sensors, Orthophos panoramic and CBCT units, and the CEREC workflow. If you run Dentsply Sirona hardware, this is your imaging software.

It’s a Windows-based, server-installed platform that handles 2D intraoral images, panoramic X-rays, ceph, and full CBCT volumes in a single application. It shows a patient’s entire imaging history in chronological order and lets you pull 2D X-rays, CBCT scans, intraoral photos, digital impressions, and PDFs onto one screen simultaneously. 

It integrates with most major practice management systems, connects to Dentsply Sirona’s DS Core cloud for file syncing and specialist sharing, and supports iPad viewing chairside.

A note on reviews: Sidexis 4 doesn’t have a large independent review footprint on platforms like Capterra or G2. That’s because it’s not a software product you buy separately, it comes bundled with Dentsply Sirona hardware. Dentists who use it typically got it as part of a Schick sensor or Orthophos CBCT purchase, not by shopping for imaging software on their own. That also means if you don’t already run Dentsply Sirona equipment, this section doesn’t apply to you.

What Dentists Like

Ease of use for staff is the most consistent positive. A dentist on G2 who runs a mixed-experience team puts it well: “Even those who have 0% computer knowledge can figure it out after being shown just one time. It’s strong, it’s reliable, and it’s very user-friendly.”

For implant-placing dentists, the CBCT tools are genuinely valued. One dentist on G2: “Makes implant placement not a guessing game. You can see where the nerve and mental foramen are and the sinus so you can choose the proper implant size. A must-have for guided surgical implant placement.”

One Capterra reviewer captures the breadth of what the software handles: “Love all of the capabilities it has and the depth of the level of x-rays it takes. Helps with diagnosing.” Another notes the file flexibility: “It can deal with many types of files like X-rays, scans and PDFs, and handles both 2D and 3D X-rays for efficient analysis.”

For practices already running Dentsply Sirona hardware — Schick sensors, Orthophos units, CEREC — Sidexis 4 is the natural fit because everything speaks the same language out of the box. You’re not bridging or configuring compatibility.

What Dentists Don't Like

Update pace is a consistent frustration. A dentist on Capterra notes: “The Sidexis 4 technical team takes a very long time to release service packs and updates.”

Sharing scans externally is clunky. One dentist reports: “If we send the scan to a radiologist to read it, it is a tedious process.” This is a practical frustration for any practice that regularly refers out for specialist reads.

The platform also has hard limits on how it can be deployed. According to Dentsply Sirona’s own documentation, Sidexis does not support wireless workstations, VPN environments, or multi-network setups. For a modern practice running a flexible or multi-location setup, these are real constraints worth understanding before you commit.

Best for: Practices already running Schick sensors, Orthophos CBCT or panoramic units, or other Dentsply Sirona hardware where tight integration is the priority. Not a natural first choice for practices outside the Dentsply Sirona ecosystem.

Sources

Dentsply Sirona Official Site

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Capterra - Sidexis 4

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G2 - Sidexis 4

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Disclaimer: These insights are drawn from verified user reviews on the sources above. We encourage you to read through them yourself before making any decisions.

What Dentists Say Actually Matters When Choosing Dental Imaging Software

The spec sheets will tell you about image resolution, DICOM compliance, and AI integration. And those things matter. But after reading through hundreds of verified dentist reviews across Capterra, G2, and independent forums, a different picture emerges of what actually determines whether a dentist is happy with their imaging software two years after buying it.

Here’s what comes up over and over:

PMS Integration

No feature matters more than whether your imaging software plugs cleanly into your practice management system. If X-rays don’t auto-link to the patient chart, someone has to match them manually. That creates errors and wastes time in an environment where every extra minute at the chair costs money.

Before you commit to anything, confirm the integration works with your specific PMS version, not just the PMS name. A dentist running Dentrix 11.0 and a dentist running Dentrix Ascend are not running the same product. That distinction matters.

Hardware Lock-in

Most practices don’t realize this until they’re already locked in. Buy DEXIS sensors and you’re using DEXIS software. Buy Planmeca equipment and Romexis is your world. The hardware decision is where you actually pick your imaging platform, even if it doesn’t feel that way in the moment.

If flexibility matters to you, look for hardware that works with multiple software platforms from the start. Open-architecture options like XDR, SOTA Cloud, and Apteryx are worth understanding before you sign anything.

Cloud vs. Server

Server-based software keeps your images on a local machine. That means speed, control, and no dependency on your internet connection. The tradeoff is that you’re responsible for backups, IT maintenance, and what happens when the server has a problem.

Cloud-based software takes most of that off your plate and makes multi-location access easy. But now you’re dependent on a stable internet connection and a third-party vendor’s security practices. Neither is the right answer for every practice. It comes down to your internet reliability, how much IT support you have, and whether you’re running one location or several.

Image Post-Processing Tools

Every major platform produces diagnostic-quality images. Where you actually notice differences is in the post-processing tools: how well you can adjust contrast, invert, magnify, and filter after the image is captured.

That’s where platforms like DEXIS stand out in dentist reviews, specifically around image processing. Most competitors have their own version of these tools, but the quality of the implementation varies. The only way to know is to test them side by side on your own equipment before you buy.

Support

Which means you should think about it now. A sensor failing mid-appointment, a Windows update breaking your software the morning of a full schedule, a data conversion going sideways when you switch platforms. These things happen. How fast someone picks up the phone when they do is not a small thing.

Dentists in forums are specific about this. Some vendors answer quickly and fix problems remotely. Others leave you on hold for 45 minutes and redirect you to a virtual agent. Before you sign anything, ask other dentists in your area what their support experience has actually been like, not what the software looks like in a demo.

AI in Dental Imaging

Dental AI has become one of the most talked-about topics in dentistry right now, and if you’ve been to any industry event in the last two years you’ve heard the names Pearl and Overjet. But there’s a lot of confusion about what these tools actually are and how they fit into your imaging setup. Here’s the short version.

AI diagnostic tools are not imaging software. They don’t capture your X-rays, store your images, or replace your sensor. What they do is analyze the images your existing imaging software already produces, and flag potential pathology in real time. Decay, bone loss, calculus, periapical lesions. Think of it as a second set of eyes that runs automatically the moment your X-ray appears on screen, color-coding areas of concern before you’ve even turned to look at the monitor.

The two main FDA-cleared platforms are Pearl and Overjet. Pearl was the first dental AI to receive FDA clearance, back in 2021, and currently has seven FDA-cleared modules covering caries detection, bone level measurement, calculus, and CBCT segmentation. Overjet has nine FDA-cleared modules, including caries and calculus detection for both adult and pediatric patients, periapical radiolucency, and automated dental charting. Both integrate with most major imaging platforms as an overlay rather than a replacement.

Your imaging software choice affects which AI tools you can use. This is the practical thing to know. SOTA Cloud has both Pearl and Overjet integrated. Dentrix has Detect AI, powered by VideaHealth. DEXIS has their own native AI tools built into the platform. Apteryx integrates with Overjet. If AI-assisted diagnostics are important to your practice, check AI compatibility before you commit to an imaging platform, not after.

Does it actually work? The clinical data is promising but worth reading carefully. Pearl’s FDA clearance studies showed that dentists using Second Opinion identified 36% more lesions than those reading without AI assistance. That’s a real number from a real study. What the research doesn’t yet have in volume is long-term real-world outcome data — most studies are validation studies done in controlled settings. Dentists who use these tools in practice describe them primarily as useful for patient communication: showing a patient a color-coded X-ray where the AI has flagged a lesion makes the treatment conversation easier and increases case acceptance. That’s a meaningful clinical and business benefit regardless of what the long-term outcome studies eventually show.

Course image

See Which Systems Dentists Actually Recommend

Imaging software is just one piece of the puzzle. The PMS you choose determines how well everything connects: scheduling, billing, patient records, and more.

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Related Articles

Buying a Dental Practice: What the Experts Say You Need to Know

Nick Fotache Filed Under: Buying & Selling April 23, 2026

Table of Contents

  • Key Takeaways
  • Should You Buy an Existing Practice or Start From Scratch?
  • Should You Buy a Dental Practice in a Big City or a Small Town?
  • What to Look For When Buying a Dental Practice
  • Red Flags When Buying a Dental Practice
  • Due Diligence Checklist
  • Buying a Dental Practice: The People You Need
  • Is Buying a Dental Practice Worth It?
  • Imagine Doubling Your New Patient Numbers in The Next 12 Months

Buying a Dental Practice: What the Experts Say You Need to Know

Bill Henderson
Bill Henderson
Former President @ Tier Three Brokerage

Bill Henderson is a dental practice broker with decades of experience working with dental practices across Canada.

Jennifer Blair
Jennifer Blair
Sales Representative @ Henry Schein Tier Three Brokerage

Jennifer Blair is a transition consultant and sales representative at Henry Schein Tier Three Brokerage, specializing in dental practice valuations and sales.

Key Takeaways

  • Patients are the only thing that actually creates value. Beautiful equipment, fresh renovations, eight operatories — none of it matters if the chairs are empty.
  • A small town can be a better business than a big city. The math on patients per dentist changes everything, and most dentists never run those numbers before they buy.
  • The lease can wipe out everything you built. There's a clause showing up in more and more dental leases that lets your landlord tear the building down and give you almost no time to get out.
  • The seller's revenue number is the last thing you should trust. There are specific patterns in the data that signal a practice was inflated before listing, and most buyers never look for them.
  • The procedures being referred out might be your best opportunity. Every time the current dentist sends a patient to a specialist, that revenue walks out the door. If you can do that work, it's yours from day one.

Maybe you’ve been an associate dentist for a couple of years or maybe you’re tired of building someone else’s business. Either way, buying a dental practice it’s one of the biggest decisions you’ll make in your career as a dentist. 

We sat down with Bill Henderson, former President of Tier Three Brokerage, Canada’s leading national dental practice brokerage, which he built from a small Ontario operation into a coast-to-coast firm before selling it to Henry Schein in 2021. 

And Jennifer Blair, transition consultant and sales representative at Henry Schein Tier Three Brokerage. She spent eight years managing Tier Three’s appraisal team, giving her an unusually deep understanding of what drives practice value and what buyers should watch for in the numbers. 

Between them, they’ve watched dentists overpay for the wrong practice, get blindsided by lease clauses that killed their business, and buy patient bases that were half fiction. The mistakes are predictable. Most of them are avoidable. Here’s what they told us.

Dental Practice for Sale

Should You Buy an Existing Practice or Start From Scratch?

This is the first question dentists have. Ask other dentists and half will tell you buying an existing practice was the best decision they ever made. The other half will swear their startup was worth it. The problem is both of them are right for their specific situation, with their specific location, budget, and timing. What worked for someone else may have nothing to do with what will work for you.

Bill Henderson and Jennifer Blair have seen both paths succeed and fail hundreds of times. They know exactly what separates the ones that worked from the ones that didn’t. And it all boils down to this:

"

"The number one success factor in every dental practice in the country is patients. You've got to either have patients or be able to attract them in large numbers. And the defining issue in the industry is there are too many dentists and not enough patients to go around."

Bill Henderson
Bill Henderson

It’s not just an opinion. The Globe and Mail reported that dentist supply has been significantly outpacing population growth for years, with competition for patients in major cities described as fierce.

You’d be surprised how many dentists spend months agonizing over the layout of their waiting room, the brand of their equipment, or whether the office has the right aesthetic  and never stop to ask the most basic question: where are the patients coming from?

Because a marble countertop isn’t going to fill your chairs. 4K TVs in the waiting room aren’t going to either. At the end of the day none of that matters if you don’t have patients in your schedule.

Should You Buy an Existing Practice

So here’s what Bill and Jennifer had to say about what it actually takes to get patients through the door and why the path you choose, startup or existing practice, makes that job dramatically easier or harder.

Jennifer Blair breaks down why the existing practice has such a head start:

"

"You're buying into a dental practice that already has an existing patient base, staff that are trained and know how to do their jobs, the location is set up, everything's already built out but most importantly you've got ongoing cash flow. Theoretically you've got a practice that's already making good money after paying all the expenses."

Jennifer Blair
Jennifer Blair

A startup has none of that on day one. And the timeline to get there is longer than most dentists plan for.

"

"It might be two years before you start to break even or make a little bit of a profit. It might be three years before it really starts to do well. So if your horizon is five to ten years, a startup might be a great idea. But if you're thinking I'm going to start it up, you know, sprinkle a little bit of SEO and some Facebook advertising and within six months I'll be doing great — you're setting yourself up for a big headache.."

Jennifer Blair
Jennifer Blair

Bill Henderson puts the referral math in perspective:

"

"The number one source of new patients for most practices is referrals from satisfied existing patients. That's also the lowest cost new patient. If you're going to get referrals from five percent of your patient base and you're starting with two thousand patients, that's a hundred new patients a year right out of the gate. If you're starting with zero patients, that's zero referrals right out of the gate.”

Bill Henderson
Bill Henderson

And Bill is clear that startups are not impossible. Plenty of dentists have built successful practices from scratch. But it requires a completely different skill set, a much longer runway, and realistic expectations about how long it takes to get there.

Most dentists don’t budget for that reality. They expect results in six months. The truth is closer to two or three years before the numbers actually make sense.

"

"If you can build a practice from scratch and rapidly fill it with patients economically, you're better off than buying a practice from me. But it's a unique skill set and you need to have a really good business plan, a great location, and you need the backing of somebody who knows how to market to attract new patients in big numbers. Because otherwise you're just going to be sitting there with empty chairs.”

Bill Henderson
Bill Henderson

Should You Buy a Dental Practice in a Big City or a Small Town?

Should You Buy a Dental Practice in a Big City or a Small Town

This one is more nuanced than it looks. The instinct for a lot of dentists is to go where there’s the most people. More people = more patients. But that’s also where the competition is fiercest.

"

"Small towns tend to be better business opportunities than big cities. The defining issue in dental practices today is we've got a huge oversupply of dentists and patients are the scarce resource. Most of the time in a small town there's going to be a better ratio of patients to the dentist."

Bill Henderson
Bill Henderson

Our own data tells the story clearly. In markets with around 2,200 people per dentist, the cost to acquire a new patient runs about $75. In oversaturated markets with 500 people per dentist, that number jumps to around $400, more than five times higher. 

According to the ADA’s 2025 Dentist Workforce Report, the dentist-to-population ratio varies dramatically across the US — from 40.2 dentists per 100,000 people in Arkansas all the way up to 103.2 in Washington D.C. American Dental Association.

Dentists to Population

 That gap tells you everything about why location matters so much. The same practice in two different markets can have completely different odds of success.

One thing a lot of dentists miss when they’re evaluating a location is that if they can spot an opportunity, so can everyone else. A small town with a favorable dentist-to-population ratio and a bunch of older dentists who aren’t doing much marketing, that looks like a wide open door. The problem is it looks like a wide open door to every other dentist running the same analysis.

Jennifer Blair recalls a dentist who bought in a small town thinking he’d dominate because the competition was old and tech-averse.

"

"When I pulled up the websites I showed him: look this one's taken over by someone that's your age and he definitely knows how to use Google so it's very important to look at who you're competing against".

Jennifer Blair
Jennifer Blair

How to Quickly Check the Competition in A Small Town

Here are a few easy ways to get a feel for how active the competition actually is in a small town before you commit to anything.

Google Maps — search “dentist in [town]” and look at every listing. Check how many reviews each practice has and how recent they are. A practice that picked up 50 reviews in the last couple of months has an owner who is paying attention. One with 40 reviews and the last one from 2022 probably isn’t.

Google Maps Graphic

Their website — An older dentist coasting toward retirement has a website that looks like it hasn’t been touched in a decade. An active owner has a modern dental website, online booking, blog posts, before and after photos, etc.

Old Website Graphic

Facebook and Instagram — search the town name plus dentist. Are any of them running ads? Posting regularly? An active social media presence is a clear sign someone is investing in growing their practice.

Facebook and Instagram Ads

Check if they’re running ads – Go to Google and search “dentist” plus the town name. Look at the results and see if any practices are running ads at the top of the page. If you spot multiple ads from different practices, that tells you dentists in that area are actively competing for new patients.

Google Ads Mockup

Buy Where You Actually Want to Live

There’s also a lifestyle argument worth taking seriously. Bill Henderson makes the point that a dentist who lives in the community they practice in builds trust and retention in ways you simply can’t fake.

"

"You can either choose to work to fund a great lifestyle or you can choose to structure your life around working. And there's no doubt in my mind the former is better than the latter."

Bill Henderson
Bill Henderson

It sounds simple but a lot of dentists get this backwards. They chase the market with the best numbers, buy in a city they don’t want to live in, and commute. Or they buy in a small town purely for the economics and never actually become part of the community.

If you’re in a small town, people notice that you just come in for a job and then you go back to Chicago where you live. You’re not part of the events, you’re not part of the community involvement. People notice that.

A dentist who shows up to the local hockey game, whose kids go to the same school as their patients’ kids, who is genuinely part of where they practice, builds a kind of loyalty that no dental marketing budget can replicate.

"

"If you buy a practice where you want to live and it's a good practice, you're going to do just fine. There's a reason banks are loaning dentists 100% of the purchase price at prime minus a quarter amortized over 12 years and they do that for virtually no other businesses. It's because dental practices by and large, the probability of success is about 98%. You might be able to make more money buying in the spot you don't want to live. But if you're not happy it's going to show in your work. It's going to show in how you run the practice."

Bill Henderson
Bill Henderson

The math on dentistry is good almost everywhere. The question is whether you want to spend the next twenty years building something in a place you actually want to be.

What to Look For When Buying a Dental Practice

Most dentists focus on the wrong things. They walk into a practice and start looking at the equipment, the décor, the number of operatories. Bill Henderson has a different priority list entirely.

"

"The two most important things every buyer is going to look at is the size and nature of the patient base and the earnings and quality of earnings in the practice."

"If you buy a practice with beautiful new equipment and wonderful leasehold improvements, or you can buy a practice with a lot of patients and old equipment, the one with a lot of patients and old equipment, maybe a bit run down, but you're going to be busy from day one and making enough money to change the assets.”

Bill Henderson
Bill Henderson

Focus on The Patient Base Trend

A single patient count number tells you almost nothing. What matters is the trend. Is the patient base growing, flat, or declining year over year? How many new patients are coming in each month? What’s the attrition rate?

Focus on the patient base trend
"

"It's not enough to have a lot of water pouring into the top of the bucket if you've got a lot leaking out the bottom. You need to look at not a point-in-time patient count. You need to look at how that has changed and developed over the last three or four years."

Bill Henderson
Bill Henderson

Normal attrition runs around 8% annually. Patients move, switch jobs, pass away. That’s unavoidable. But attrition above 12-15% is a red flag. It usually means something is wrong with the patient experience, not just the demographics.

Top Reasons Your Dental Patients Leave

Focus on Earnings, Not Just Revenue

The old rule of thumb: 0.6 to 0.8 times gross revenue is not how practices are actually valued.

"

"Looking at a practice based solely on revenue is a terrible way to value a practice. It's the net cash flows coming out of the practice after paying all of your expenses, that's the amount of money you're going to be using to pay back the loan and fund your lifestyle."

Jennifer Blair
Jennifer Blair

In Canada, practices typically sell for 5 to 6.5 times projected earnings with some going higher depending on the quality of the patient base and earnings. 

Focus on Earnings

In the US, most doctor-to-doctor transactions are valued at roughly 60% to 80% of annual gross collections, or around 1.75 to 2.25 times seller’s discretionary earnings for practices under $2.5 million. High-performing practices can reach 5 times EBITDA or more versus a market average closer to 3.5 times.

Hygiene Revenue Is Worth More than Dental Revenue

This one surprises a lot of dentists but the math is pretty straightforward. When you earn $1 from a hygiene appointment, your costs are low. You’re paying the hygienist, a bit of supplies, and that’s about it. When you earn $1 from dental work you’re paying the dentist, a chairside assistant, and more in supplies. The profit margin on that dollar is significantly lower.

Your hygiene program matters Image

Bill Henderson breaks it down:

"

"Every incremental dollar of hygiene you add to your practice is going to add significantly more to the value of the practice than every dollar of dentistry. To build a dollar in hygiene it costs you about 25 cents in hygienist labour. A dollar in dentistry, you're paying 40 cents to the dentist and you've got a chairside assistant at about eight cents, you've got probably 10 cents in supplies. So compared to that dollar in hygiene yielding 70 cents in contribution, a dollar in dentistry is yielding about 40 to 45 cents."

Bill Henderson
Bill Henderson

So a practice doing $800K with a strong hygiene program is actually worth more than a practice doing $800K driven mostly by dental procedures. The margins are better and the earnings are more stable.

There’s also a second thing to look for. Hygiene patients come back every six months. Every visit is a chance to spot a crack, early decay, or wear that turns into a filling, a crown, or an implant conversation. A strong hygiene base is basically a built-in pipeline for all the high value treatment in the practice. Industry data shows that 75% of restorative needs are discovered during hygiene visits.

When you’re doing due diligence, ask for the hygiene billing as a percentage of total revenue. A healthy practice typically runs hygiene at around 30 to 35% of total production. If it’s significantly lower than that, the practice is either under-investing in hygiene or patients aren’t coming back for their recall appointments,  both of which are problems you’ll inherit the day you take over.

The Hidden Lease Clause Most Buyers Never Check

Most dentists buying a practice spend a lot of time looking at the financials and almost no time looking at the lease.

The specific thing to watch for is demolition and termination clauses. These are clauses buried in the lease that give the landlord the right to terminate your lease early, sometimes with very little notice, if they decide to redevelop or demolish the building.

The hidden lease clause most buyers never check

A decade ago these clauses showed up in maybe one in ten dental leases. Jennifer Blair says that number has changed dramatically.

"

"Lease issues are certainly something that purchasers should be looking at when they're getting into a practice. We're actually seeing buildings that are coming down and our clients are getting notifications that the building is coming down and they've got to move the practice."

Jennifer Blair
Jennifer Blair

Think about what that actually means. You buy a practice, take out a loan, build up your patient base, invest in the space, and then your landlord tells you the building is coming down. You now have to find a new location, negotiate a new lease, fit out a new space, and hope your patients follow you. All while still paying off the loan on a practice that no longer exists in the place your patients know.

Look for any clause that gives the landlord an early exit. Check how many years are left and whether there are renewal options. A practice with two years left on a lease and no renewal option is a very different purchase from one with ten years left and two five year renewal options.

And get a dental specific lawyer to review it. Someone who reads dental leases every day and knows exactly what to look for. It’s one of the cheapest forms of protection you can buy before signing anything.

Procedures Being Referred Out

Here’s one that a lot of buyers overlook but it can be one of the best signs of hidden value in a dental practice.

Every dental practice refers some work out to specialists. Endo, ortho, oral surgery, implants. When the current dentist isn’t comfortable doing a procedure or doesn’t offer it, they send the patient to someone else. That revenue leaves the practice every single time.

Now think about what that means for you as a buyer. If you’re comfortable doing any of those procedures and the practice has been referring them out for years, you can start capturing that revenue from day one. 

Jennifer Blair looks at this specifically when evaluating practices.

"

"If you look at the procedures that are currently being done in the practice and which procedures are being referred out, that's the biggest one. If you look at the dental billings per year and they're at or below average, that suggests a significant amount of upside for a new dentist who can come in and do some of those services that are currently leaving the practice."

Jennifer Blair
Jennifer Blair

So when you’re doing due diligence, ask for a production report broken down by procedure code. Look at what’s being done, how often, and what’s noticeably missing. If you see a practice with a big patient base and almost no endo or implant billing, ask why. Chances are it’s all being referred out. And if you can do that work, you just found yourself a significant revenue opportunity.

Red Flags When Buying a Dental Practice

Revenue spikes in the last two years before sale. If a practice was doing $800K for years and suddenly jumped to $1.3 million, ask why. Sometimes it’s legitimate growth. Sometimes the seller has been pushing treatment hard to inflate the numbers before listing. A patient base that’s been overtreated tends to have high attrition 12 to 24 months later, which shows up in the data if you look at the trend, not just the most recent year.

Anual Revenue Trend

Inflated patient counts. Ask for the 12-month active patient count, meaning patients who actually showed up and had treatment billed. Not the total number in the software. Practices that don’t actively deactivate departed patients can have software counts that are 20 to 30% higher than the real number.

Active Patients Graph

Flat revenue with strong new patient flow. If new patients are coming in but revenue isn’t growing, attrition is eating the gains. You’re buying a leaky bucket.

A practice where the revenue depends entirely on one dentist’s skills. If the current owner is doing complex ortho or implant work that you can’t replicate, that revenue walks out the door with them.

Overbuilt space. “We see a number of dentists that get in trouble because they do a startup without any clear plan as to how they’re going to get enough patients to make it work,” Blair says. “You’d be surprised how many phone calls I get for appraisals and sales where they’ve set up a 2,500 to 3,000 square foot facility with eight operatories and they only have maybe a thousand patients. You could treat a thousand patients in 1,200 square feet.”

Staff tenure and termination liabilities. Before you sign anything, find out how long each staff member has been there. Long-tenured employees are great for patient retention and continuity but they come with a cost if you decide to make changes. 

In most provinces and states, terminating a long-term employee means significant severance pay. Jennifer Blair flags this as something buyers regularly overlook. You might be inheriting a team that looks stable on paper but carries real financial liability if anything changes in the first year.

Partnership history. If the practice was previously co-owned, ask what happened to the other partner and when they left. A partner departure can take a significant chunk of patients with it, especially if that partner had strong personal relationships with certain patients or brought their own patient base into the practice.

 This can explain a sudden drop in patient numbers that shows up in the data. It doesn’t necessarily make the practice a bad buy but you need to know about it and understand how the numbers looked before and after.

Patient age concentration. Ask for a breakdown of the patient base by age. A practice where a large portion of patients are elderly is going to face higher natural attrition over the next few years regardless of how well you run it. 

Patients passing away, moving to care facilities, or reducing their dental visits as they age is something you simply can’t market your way out of. It doesn’t make the practice bad but it does mean you need to factor in a higher new patient acquisition cost just to stay flat.

Due Diligence Checklist

Before you sign anything, make sure you have verified all of the following:

  • 12-month active patient count based on billed treatment, not software records
  • Patient count trend year over year for the last three to four years
  • New patient flow broken down by month for the last three years
  • Attrition rate, calculated not estimated
  • Full production report by provider and procedure code
  • Which procedures are being referred out and how often
  • At least three years of financial statements
  • Hygiene billing as a percentage of total production
  • Full lease document including renewal options and any demolition or relocation clauses
  • Staff list with tenure, contract terms, and termination liabilities
  • Equipment age and service records

Buying a Dental Practice: The People You Need

Buying a dental practice is one of the most complex financial transactions you will ever make. It involves tax structuring, lease law, employment contracts, healthcare regulations, practice valuation, and financing. None of those things are simple on their own. All of them happening at once, is not the moment to cut corners on who’s helping you.

"

"Your regular lawyer if he's not dental-industry specific, your regular accountant if he is not dental-industry specific, they just cannot handle your practice valuation nor your sale nor your purchase. This is the one time in your career that you need to go to the specialist."

Jennifer Blair
Jennifer Blair

At minimum you need:

A Dental Specific Accountant

This is probably the most important person on your team. A dental specific accountant has looked at hundreds of dental practice financials. They know what normal looks like, they know what suspicious looks like, and they know how to structure the deal in a way that protects you at tax time. The difference between a well structured purchase and a poorly structured one can cost you tens of thousands of dollars. Get them involved before you start seriously looking, not after you’ve already fallen in love with a practice.

A Dental Lawyer

Your family’s lawyer is great for writing a will. They are not the right person to review a dental lease, negotiate a purchase agreement, handle staff contracts, or make sure you’re compliant with your state or provincial dental regulations. A dental specific lawyer does this every day. They know what clauses to look for in a lease, what warranties to push for in a purchase agreement, and what liabilities to watch out for. Given how much is at stake, their fee is one of the best investments you’ll make in the whole process.

A Dental Broker or Transition Consultant

A good broker knows what practices are available, what they’re actually worth, and what problems are hiding in the numbers. They’ve seen enough transactions to spot when something doesn’t add up. One important thing to understand though: a broker representing the seller works for the seller. Their job is to get the best price for their client, not to protect you. If you want someone genuinely looking out for your interests, engage your own transition consultant or advisor who is working exclusively for the buyer side.

A Banker Who Knows the Dental Industry

This one surprises a lot of dentists but it matters more than you’d think. Banks will lend dentists 100% of the purchase price at very favorable rates, amortized over 12 years. That kind of financing exists almost nowhere else in business lending. But not every banker understands dental cash flows or knows how to structure a dental practice loan properly. Work with someone who specializes in dental lending. They’ll make the financing process faster, smoother, and they’ll know how to present your deal in the best possible light to get you the terms you deserve.

Is Buying a Dental Practice Worth It?

The reason banks offer financing like that is because dental practices, when bought right, have an extremely high success rate. “There’s a reason banks are loaning dentists 100% of the purchase price at prime minus a quarter amortized over 12 years,” Henderson says. “They know that the probability of success is about 98%. Dental practices by and large succeed.”

The key phrase there is when bought right. The mistakes that derail dentists are predictable and mostly avoidable: chasing a perfect practice that doesn’t exist, ignoring patient base trends, skipping due diligence, buying a lease with a demolition clause, or not having the right team in place before signing anything.

Don’t buy based on how the office looks. Buy based on who’s in the chairs, how often they come back, and whether the numbers tell a story that makes sense.

The right practice, in the right location, with the right team behind you — it’s one of the best business decisions you can make.

Whether you buy an existing practice or build one from scratch, the next challenge is the same: getting patients through the door and keeping them coming back. That means a website that actually converts, an online presence that puts your new practice in front of patients, and a marketing system that brings in new patients consistently and keeps the schedule full. 

That’s what we do at RevUp Dental. We work with dental practices across North America to build the kind of marketing engine that fills schedules and grows patient bases. Whether you need a new dental website, want to run Google Ads, improve your SEO rankings, or just want to understand what it would actually cost to grow in the market you’re looking at before you buy, we can help.

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Related Articles

How to Value a Dental Practice: A Broker Explains What Most Dentists Get Wrong

Nick Fotache Filed Under: Buying & Selling April 17, 2026

Table of Contents

  • Key Takeaways
  • Why Valuation Matters Even If You’re Not Selling
  • What Actually Increases the Value of a Dental Practice
  • The Three Ways a Dental Practice Gets Valued
  • How to Increase Your Dental Practice Value
  • Fix the patient experience
  • When and Why to Get a Professional Appraisal
  • The Fastest Way to Grow Your Practice Value
  • Imagine doubling your new patient numbers in the next 12 months.

How to Value a Dental Practice: A Broker Explains What Most Dentists Get Wrong

Barb Johns
Barb Johns
Practice Broker @ Henry Schein Tier Three Brokerage

Barb Johns is a transition consultant and practice broker at Henry Schein Tier Three Brokerage, where her father founded Tier Three in 1982. She has spent her career helping dentists across Canada value, buy, and sell their practices. Tier Three, now a division of Henry Schein, is one of Canada's largest and most established dental practice brokerages, having completed thousands of practice transitions.

Key Takeaways

  • Most dentists think about practice value too late. The ones who get the best valuations started building value years before they ever listed.
  • Patients are the only thing that creates revenue. Equipment, renovations, and new technology don't generate revenue on their own.
  • There are three valuation methods. Revenue multiples, earnings multiples, and goodwill — and revenue multiples are the least reliable of the three.
  • Goodwill is worth more than your equipment. Patient loyalty and relationships often represent three times the value of all physical assets combined.
  • Your hygiene program matters more than you think. Hygiene revenue yields about 70 cents on the dollar compared to around 40 cents for dental procedures.
  • Renovations increase saleability, not value. Value comes from earnings, and earnings come from patients.

Most dentists think about the value of their practice exactly once: the day they decide to sell. By then, it’s often too late to do much about it.

The dentists who walk away with the best valuations are the ones who understood what drives value years before they ever listed. They used that knowledge to make smarter decisions, build a more profitable practice, and ultimately sell from a position of strength rather than frustration.

We sat down with Barb Johns, a practice broker and transition consultant at Henry Schein Tier Three Brokerage, whose family founded Tier Three in 1982. She has helped hundreds of dentists value, grow, and sell their practices across Canada. Here’s what she told us about how dental practice valuation actually works and what most dentists get wrong.

Why Valuation Matters Even If You're Not Selling

Most dentists assume a practice appraisal is something you do when you’re ready to exit. Barb Johns sees it differently.

Why Valuation Matters Image

There are more reasons to get an appraisal than most dentists realize.

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"In anticipation of the sale, that's probably still the number one reason. How about to future plan or estate plan? How about for marital purposes, divorce or prenups? To financially restructure one or more corporations. To set up a partnership or dissolve a partnership. To obtain financing. But what about just improving practice value? That is the second biggest reason that we actually do appraisals."

Barb Johns
Barb Johns

Think of it the way one of our clients did. He got a practice appraisal every two years,  not because he was planning to sell, but because it gave him a clear picture of where his practice stood compared to everyone else. Where was he strong? Where was he bleeding patients? Which metrics were pulling his value down?

"

"An appraisal will help you improve your ownership experience and it will help you to reduce your stress because you'll know what to worry about, what not to worry about, what's working really well. You'll be able to pat yourself on the back about a whole pile of things and you're going to be able to at least understand what steps you need to take to move forward."

Barb Johns
Barb Johns

Most business owners in other industries track their key metrics obsessively. Churn rate, customer lifetime value, acquisition cost. Dentists often don’t have that same visibility into their own numbers, partly because they’re in the chair all day and don’t have time, and partly because the data is scattered across the patient management system. 

A good appraisal fixes that. It gives you a baseline, benchmarks your numbers against hundreds of other practices, and tells you exactly where to focus if you want to build value.

What Actually Increases the Value of a Dental Practice

The formula for practice value is simple on paper. Revenue minus expenses equals earnings. More earnings means more value.

What Actually Increases the Value of a Dental Practice

 But most dentists trying to grow their practice value focus on the wrong things like new equipment, a renovation, a modern dental website. None of that moves the needle the way they think it does.

"

"The only thing that creates revenue in your practice is in fact patients. New equipment by itself does not create more revenue. Nor does the best trained staff, or the best location, or the most up-to-date equipment. None of those things actually create revenue. Only your patients create revenue. So if you don't have bottoms sitting in the chairs, you're not generating any revenue."

Barb Johns
Barb Johns

That’s the foundation. Everything else like your cost structure, your overhead, your write-offs, your staffing levels, all of it sits on top of that base. A practice with a strong, growing patient base and tight expenses is worth significantly more than one with high revenue and sloppy costs.

The two levers are straightforward: increase revenue and reduce costs. But the order matters. You can’t cut your way to a great valuation. You build it from the patient base up.

Think about it this way: If you’re spending less money but losing patients every year, your practice is worth less, no matter how clean the books look. Any serious buyer is going to look at your patient trends, not just your most recent revenue number. A practice where patients are leaving is a problem, and experienced buyers will spot it.

On the other hand, a practice with a growing patient base, patients coming back for their regular cleanings, and low attrition will sell for more even if the overhead isn’t perfect. Because the buyer can see the business is healthy and heading in the right direction.

Patient Base Growth

Costs do matter though. Are you writing off co-payments you don’t have to? Is your discount policy eating into your income? Are you open at times that actually work for your patients? 

These are all real ways to put more money in your pocket. But none of them fix the real problem if patients are leaving. And a shrinking patient base is the one thing you can’t dress up to look good.

Top Reasons Your Dental Patients Leave

The Three Ways a Dental Practice Gets Valued

Walk into most conversations about dental practice value and someone will throw out a rule of thumb. “It’s worth about 70% of your annual collections.” Or “practices sell for six times earnings.” 

These shortcuts exist because valuation is genuinely complex  but relying on them without understanding what’s underneath them is how dentists leave money on the table or overpay for something that isn’t worth what they thought.

There are three main methods used to value a dental practice.

Revenue multiples

This is the most commonly cited method and the least reliable one. It takes your gross annual collections and multiplies it by a number, typically somewhere between 0.6 and 0.8, to get an estimated value. The problem is it ignores everything that actually matters.

"

"Looking at a practice based solely on revenue is a terrible way to value a practice. Your top line revenue isn't what matters. It's your bottom line — what comes out — the net cash flows coming out of the practice after paying all of your expenses. That's the amount of money you're going to be using to pay back the loan and fund your lifestyle."

Jennifer Blair
Jennifer Blair

Two practices can both do $800,000 in revenue. One has $600,000 in expenses. The other has $400,000. They are not worth the same thing. The revenue multiple treats them identically. That’s the problem.

Earnings multiples

This is the standard method used by serious brokers and appraisers. Instead of looking at your total revenue, it looks at your net earnings, what’s actually left after paying all practice expenses, not including the owner’s compensation. That number gets multiplied by a factor that reflects the quality and stability of the practice.

In Canada, Barb Johns says practices typically sell for “somewhere between five and 6.5 times earnings, give or take. Some go up to seven times, a little bit over seven times projected earnings.” 

In the US, doctor-to-doctor transactions typically fall in the range of 60% to 80% of annual gross collections or around 1.75 to 2.25 times seller’s discretionary earnings for practices under $2.5 million.

BizBuySell’s dental practice valuation benchmarks show that half of all practices sell for between 1.60 and 3.37 times earnings, a wide range that comes down entirely to the health of the practice.

Where your practice lands within that range depends on a long list of factors. Is the patient base growing or declining? Are there lease issues? Is the revenue driven by one dentist whose skills don’t transfer? Is the practice writing off co-payments it shouldn’t be? All of these push the multiple up or down

Goodwill

When you buy a dental practice, you’re not just buying the chairs, the X-ray machine, and the leasehold improvements. Those things have a straightforward dollar value, you can look up what a five-year-old dental chair is worth. That part of the valuation is relatively simple.

But most of what you’re actually paying for when you buy a dental practice can’t be itemized on an equipment list. You’re paying for the fact that 1,800 patients already trust this practice with their dental health. 

You’re paying for the reputation built up over ten or fifteen years in the community. You’re paying for the Google reviews, the referral network, the patients who bring their kids in and have been coming back every six months for a decade. That’s goodwill.

Review Summary Image

Henry Schein Tier Three Brokerage, one of Canada’s largest dental practice brokerages, uses a proprietary patient metrics platform that goes well beyond standard revenue analysis. 

What they consistently find when they do this kind of deep analysis is that patient goodwill often ends up being worth three times the value of the physical assets in the practice. That ratio tells you everything about where the real value in a dental practice actually lives.

Which means if you’re trying to understand what your practice is worth, the number that matters most isn’t what your equipment is worth. It’s how strong and loyal your patient base is.

Here’s why that matters practically. Two practices can have identical equipment, identical locations, and identical revenue. But if one has 1,800 patients with an attrition rate of 4% and strong hygiene recall, and the other has 1,800 patients with an attrition rate of 15% and patients who mostly come in once and disappear, the first practice is worth significantly more. The goodwill is real and measurable in the first one. In the second one it’s fragile and any serious buyer will see it immediately.

Ownership transition

Goodwill is also what’s most at risk during an ownership transition. When a dentist retires and sells, some patients will leave simply because they had a personal relationship with the previous owner. 

A well-run transition with a proper handover period, patient communication, and a new owner who doesn’t immediately change everything can reduce that loss significantly. A badly handled transition can destroy years of built-up goodwill very quickly.

Research from dental transition specialists shows that a well-managed sale typically results in less than 10% patient attrition but that number climbs fast when the handover is rushed or poorly communicated.

So if you want to build goodwill in your practice (which is the same thing as building practice value) it comes down to the same things Barb Johns talks about throughout this article:

  • Keep your patients coming back.
  • Keep your attrition low.
  • Build genuine relationships in the community.

How to Increase Your Dental Practice Value

This is where most dentists get confused. They assume that spending money on the practice automatically increases what it’s worth. New chairs, a fresh coat of paint, the latest imaging equipment. It feels like investing in the business. Often it isn’t.

How to Increase Your Dental Practice Value Image

Barb Johns draws a clear line between two things that are easy to mix up: value and saleability.

"

"There's a big difference between things that add value to your practice and things that add saleability and marketability."

Barb Johns
Barb Johns

A beautifully renovated waiting room might make your practice easier to sell. It doesn’t make it worth more. 

"

"Renovating the office to make it look sleek and modern is going to absolutely add to the saleability and the marketability of your practice but in and of itself will not change the value of your practice."

Barb Johns
Barb Johns

The same goes for equipment. Buying a $200,000 piece of technology three months before you sell doesn’t add $200,000 to your sale price. It might make the practice more attractive to buyers. But value is driven by earnings, and new equipment only moves the value needle if it actually generates more revenue.

So what does increase value? A few things, and they all connect back to the same foundation.

Grow and protect your patient base

This is the single biggest driver of practice value. Not the number on your most recent bank statement. The size, quality, and trajectory of your patient base. Is it growing year over year? Are patients coming back for their hygiene recalls? What is your attrition rate?

Grow and protect your patient base Image

Barb is direct about this: “Investing more into marketing to drive patients only makes sense if you’re actually retaining the patients that you’re gaining.” 

There is no point pouring money into new patient acquisition if patients are leaving out the back door at the same rate.  In fact, according to Dental Economics, the average dental practice loses around 25% of its patients every year, meaning one in four patients walks out the door before ever coming back.

Bill Henderson, former President of Tier Three Brokerage who has worked with thousands of dentists across Canada, makes a point that surprises a lot of dentists when they first hear it: your hygiene program matters more to your practice value than almost anything else.

“Every incremental dollar of hygiene you add to your practice is going to add significantly more to the value of the practice than every dollar of dentistry. To build a dollar in hygiene it costs you about 25 cents in hygienist labour. A dollar in dentistry, you’re paying 40 cents to the dentist and you’ve got a chairside assistant at about eight cents, you’ve got probably 10 cents in supplies. So compared to that dollar in hygiene yielding 70 cents in contribution, a dollar in dentistry is yielding about 40 to 45 cents.”

Your hygiene program matters Image

In plain terms: hygiene is more profitable per dollar than dental work. A practice that has built a strong hygiene program isn’t just providing better preventive care. It’s generating more money per dollar earned, with more predictable income month to month. And when a buyer looks at two practices doing the same revenue, the one with the stronger hygiene base will sell for more every time.

Train your team

This one is consistently underrated. “Training your existing staff better is maybe more important than necessarily hiring new staff.” A receptionist who doesn’t know how to use the patient management system properly is quietly damaging your practice every day. Patients getting missed for recall. Opportunities not followed up on. Data that doesn’t reflect reality when a buyer comes in to do due diligence.

The practices that sell for the most don’t just have good clinical care. They have systems. The front desk knows exactly how to handle a new patient call, how to follow up on a cancellation and get that patient rebooked, how to reactivate a lapsed patient, how to keep the schedule full without gaps eating into the day. That kind of operational consistency shows up in the numbers and buyers can see it.

Fix the patient experience

If your patient base isn’t growing the way your new patient numbers suggest it should, something is wrong with the experience. “If you’ve got an issue with patient retention and you’re not growing as much as you think you should based on your new patient counts, then maybe there’s something with the patient experience that isn’t working well.”

This doesn’t always mean clinical care. It often means how patients are treated when they call, how they’re greeted when they arrive, how easy it is to book an appointment. These are the things that turn a first visit into a loyal patient who refers their friends and family. 

Most practices lose new patients not because of bad dentistry but because nobody at the front desk knew what to say when someone called asking about price, or didn’t know the right questions to ask to make that person feel heard and want to book.

The Power Of Discovery Questions Ebook

If that sounds familiar, we put together a free guide that covers exactly that: what questions to ask a new patient on the phone, how to handle the price question without losing them, and how to turn a hesitant caller into a booked appointment:

Download Now

Start early

The biggest mistake Barb sees is dentists who wait until they’re ready to sell before thinking about any of this. By then there isn’t enough time to fix the things that matter. “Pre-plan. If you’re thinking of selling, at least three to five years beforehand, understand the issues that are impacting your value negatively and positively.”

Three to five years gives you enough time to actually move the needle on the things that matter. You can grow your patient base. You can fix your recall system so fewer patients fall through the cracks. You can tighten up your costs without cutting things that hurt the practice. You can build two, three, four years of clean financial history that shows a buyer this practice is healthy and heading in the right direction.

Six months doesn’t give you any of that. Six months is enough time to maybe paint the walls and clean up your books. It is not enough time to change the story your numbers are telling.

When and Why to Get a Professional Appraisal

A lot of dentists treat a practice appraisal the way they treat a will. Something they know they should probably have but keep putting off until something forces the issue. By then the timing is rarely ideal.

When and Why to Get a Professional Appraisal

Barb Johns makes the case for getting one much earlier than most dentists think. And more than once.

The value of an appraisal isn’t just the number it produces. It’s the picture it gives you of where your practice actually stands compared to everyone else. “Your appraiser is going to squeeze out every potential dollar value in your practice. That’s their job. And they’re going to give an unbiased opinion and they do not have an agenda because your appraiser is not the person who’s going to implement any changes you need.”

That objectivity is the point. Your accountant wants to save you taxes. Your marketing company wants to bring you new patients. Your broker wants to sell your practice. An appraiser has no stake in what you do next. They just tell you what the numbers say.

Getting a second appraisal a few years after the first one is also worth doing. “The best thing about most appraisals is you can get an update in two or three years at a really nominal cost which will allow you to actually see the impact of any improvements you put in place.” 

In other words, you make changes based on the first appraisal, then come back and measure whether those changes actually moved the needle. One thing Barb is firm about: use a dental specific appraiser. Someone who does dental practices and only dental practices. “Your regular lawyer if he’s not dental industry specific, your regular accountant if he is not dental industry specific, they just cannot handle your practice valuation nor your sale nor your purchase.”

Buying a Dental Practice Video Thumbnail

The reason this matters so much is that dental practices have very specific characteristics that a generalist simply won’t understand. The way patient goodwill is valued. What a normal attrition rate looks like, what hygiene percentages should be, what a healthy earnings multiple is for your market. 

A dental specific appraiser has seen hundreds of practices and knows immediately what looks normal and what doesn’t.

Finally, whatever an appraisal says, be honest with it. If there are problems in the practice, disclose them. “If you do not have time to fix things because you don’t have a lot of time and you kind of want to sell tomorrow, then you might not have time to fix everything. But then you’ve got to share everything. You’ve got to disclose it.” Trying to hide problems in an appraisal that ends up forming the basis of a sale agreement is how dentists end up in litigation after the fact.

And on a more practical note, get at least one appraisal done partway through your career and put a copy with your will. If something unexpected happens to you, your family will need it. “Get at least one done partway through your career and if you buy a practice maybe get one done five years into your ownership so you can see where you are now versus what the value was when you purchased the practice. But get at least one and put it with your will.”

The Fastest Way to Grow Your Practice Value

Everything in this article comes back to one thing: your patient base. The size of it, the quality of it, and the direction it’s heading. That is what drives your practice value more than anything else. More than your equipment, more than your location, more than how recently you renovated the waiting room.

And the fastest way to move that number in the right direction is to get more good patients through the door and keep them coming back.

We worked with a practice that was seeing just 9 new patients a month. Their active patient count was flat, their recall was weak, and their practice value was quietly declining year over year. We came in, rebuilt their marketing, and worked with their front desk team on how to handle new patient calls, how to present treatment, and how to keep patients coming back for their hygiene appointments.

Twelve months later they were seeing 90 new patients a month. Quality patients who were accepting treatment, coming back for their cleanings, and referring their friends and family. Their active patient count was growing, their hygiene program was stronger, and their practice value was heading in a completely different direction.

The numbers in their practice didn’t change because they bought new equipment or renovated the office. They changed because more of the right patients were coming in, staying, and coming back.

If you want help growing your patient numbers, that’s exactly what we do at RevUp Dental. We have an end-to-end philosophy, which means we don’t just bring patients to your website and call it a day. 

We give you the visibility to get found online, we drive quality traffic to your practice, and we work with your front desk team to make sure more of those patients calling actually book an appointment. 

On top of that, we track how your marketing is performing and how well your team is converting calls, so you always know what’s working and what isn’t. Think of it as a full growth system with built-in accountability.

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Imagine doubling your new patient numbers in the next 12 months.

Better patients, fuller schedules, and a practice that's worth more every year you own it.

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Related Articles

The Best Dental Marketing Strategies, According to Dentists Who Tried Them

Nick Fotache Filed Under: Dental Marketing April 15, 2026

Table of Contents

  • Key Takeaways
  • The Best Free Dental Marketing Strategies
  • The Best Paid Strategies That Bring Patients
  • Part 3: Where Dentists Set Their Money on Fire
  • The Best Marketing Strategy With a $1,500 to $2,000 Budget
  • Boost Google Reviews to Grow Your Practice
  • The Best Marketing Strategy With a $1,500 to $2,000 Budget
  • Marketing Is More Than Just Ads or SEO
  • What If Getting More New Patients Was Never a Problem Again?

The Best Dental Marketing Strategies, According to Dentists Who Tried Them

  • Nick Fotache Headshot
    Nick Fotache
    Updated April 16, 2026 03:52 pm

Key Takeaways

  • Google Reviews are your cheapest and most effective growth tool. Build a system, make it a team priority, and treat it like a competition. It costs nothing and it works.
  • The patients you need are already in your system. A simple recall campaign targeting inactive patients will almost always outperform any new paid strategy you try.
  • Google Ads gets you patients fast, but the moment you stop paying, you stop existing. It works best when you have the budget to compete properly in your market.
  • SEO takes time but builds something you actually own. The dentists who saw real results committed to it for 12 months or more and didn't quit early.
  • Radio, social media, and direct mail were the biggest money wasters. Dentists tried them, spent a lot, and most said they'd never do it again.

If you’re a dentist who wants to grow your dental practice, marketing is something you’ve had to think about from day one. You open the doors, you’ve got the clinical skills, you’ve got the team, but at the end of the day you still need new patients walking in to be successful.

So you start looking around. What can you do for marketing? What should you try? What are other practices doing? And once you start looking into it, you realize there are a lot of marketing companies out there telling you they have the solution to your problem.

And if you sit down and talk to them, every single one will confidently tell you the same thing: what they sell is the thing that will bring you more new patients. The SEO company says SEO is the answer. The Google Ads expert says paid traffic is the fastest way to grow. The website design agency says your website is holding you back.

And if you’re a dentist who’s been practicing for a few years, you’ve probably tested a few marketing strategies. Some might have worked really well. But most were probably just a big waste of time and money.

Now imagine this. Wouldn’t it be much easier if you could just go to other dentists across the country and ask them straight up: what brought you the most new patients? What actually worked for you in marketing? And what would you never do again because it was a total waste of money?

That’s exactly what we wanted to find out. We created a survey dentists could answer anonymously, and asked them what they’ve actually tried over the past ten years to grow their practice.

Survey dentists could answer anonymously media

And then for every strategy they said they tried, we asked them:

  • How much did you spend on it?
  • How long did you try it?
  • How many and what kind of patients did it bring in?
Rate the quality media

We wanted to understand what really happened when they tried it. So let’s break down what dentists actually tried, what worked, what didn’t, and where they saw the best return.

The Best Free Dental Marketing Strategies

Let’s start with some good news. There are a few marketing strategies that are completely free. And when we looked at the data, some of these free strategies actually outperformed the paid ones.

So which ones came out on top? Let’s look at the top three.

1. Google Reviews

89% of dentists in our survey had actively worked on getting more reviews. And when you think about it, it makes sense. When a patient needs a dentist, they go to Google and type in “dentist near me,” they see a few clinics, and they pick based on who looks the most trustworthy.

Image Google Reviews

And for dentists, Google reviews are a big part of building that trust. If the practice down the street from you has 400 reviews and a 4.9 rating and you have 30 with a 4.8 rating, patients will pick your competitor down the street.

Also, Google reviews brought in good quality patients too. 48% of the dentists that tried Google reviews rated the patients they got a 5 out of 5.

Now, when we asked dentists what they did to collect reviews, most of them weren’t doing anything complicated. Some used automated tools like Weave or BirdEye or Trustpilot to send follow up messages after appointments. Others just asked patients directly. The dentists who got the most reviews just had a consistent system for tracking and asking for them.

But here’s something one dentist pointed out that really highlights the main issue most practices have with collecting reviews: “Getting reviews depends heavily on your staff. If your front desk isn’t asking, it doesn’t happen.”

As a dentist, you’re in the operatory most of the day. You don’t really see how your staff interacts with patients at the front desk. You don’t know if they’re actually asking for reviews, or if they’re just telling you they are.

And here’s something we’ve been telling our clients for years. If you actually want to grow and beat your competitors on Google reviews, the easiest thing you can do is get a whiteboard.

Write your practice name on it, then add the names of your top five competitors. Every week or month, track how many new reviews each practice gets.

Image Whiteboard

Now suddenly everyone in the office can see the score. Your team sees if you’re falling behind. They see when a competitor is pulling ahead. And when your number goes up, they see that too.

It turns reviews into something visible and measurable. And once it’s on the board, it becomes something the whole team starts paying attention to.

Here’s a funny story. A couple of years ago, one of our clients kept hearing the same thing from his staff for months. They told him they ask patients for reviews every day, but nobody wants to leave reviews. Patients are busy. They just want to get out the door.

So he decided to try something new. He told his team that if they managed to become the most reviewed dental practice in their very competitive area, he would close the practice for a few days and take the entire staff on an all inclusive vacation to the Dominican Republic. He needed about 350 reviews to become the top rated practice.

350 reviews

Guess what happened? They got there in 3 weeks. They collected more reviews in 3 weeks than they had in nearly 3 years.

Now to most of you this may feel extreme. That vacation probably cost him $10,000 or more. However, because he became the most reviewed dental practice in the city, they brought in so many new patients that the investment paid for itself many times over. They generated an additional $1.2 million in production the following year. So was it worth it? Yeah, definitely.

So set a clear goal for your team and put a prize on the table. Because when your team can actually see the scoreboard and the prize, they start caring about the score, and suddenly asking patients for reviews goes from something that happens now and then to something that happens after every appointment.

2. Referrals

77% of dentists in our survey said they had actively worked on getting more referrals. And out of every strategy we looked at, referrals produced the highest quality patients.

In fact, 59% of dentists who received referrals rated those patients a 5 out of 5 in quality. Higher than any other marketing channel in the entire survey.

Bring in like minded people media

And it makes total sense. A referred patient was sent to you by someone they already trust, like a close friend or a family member. So they walk in already confident in you. They’re not comparing you to three other practices down the street. In their mind, the decision has already been made.

And when it comes to generating referrals, most dentists in our survey weren’t running complicated reward programs or anything like that. They said referrals were simply happening naturally.

One interesting comment a dentist left in the survey was that referrals tend to bring in like minded people. Your best patients send you more people just like them. So if you already have great patients and they refer someone, there’s a very good chance that new patient will also be a great fit for your practice.

Referrals

From a marketing standpoint, referrals have one big limitation. They’re not very scalable.

You can’t just throw more money at referrals and suddenly double the number of patients coming in next month. Sure, you can try things like referral rewards or incentives, but those only work if the patient experience is already great.

Because at the end of the day, the real engine behind referrals is the experience patients have in your practice. If someone has a great visit, they might tell their friends or family. If they don’t, they won’t.

Referrals have one big limitation

And the challenge is that you can’t really “turn up the dial” on that. If you’re already providing a great patient experience, there’s only so much more you can do. Referrals either come in, or they don’t, and you don’t have all that much control over them.

That’s why referrals tend to be inconsistent. Some months you get a lot of them. Other months you barely get any. They’re incredibly valuable when they happen, but from a marketing perspective they’re not something you can reliably scale or depend on to consistently grow your practice.

3. Recall Campaigns

This is something many dentists have probably thought about at some point. Inside your patient management system, you already have a huge list of patients who came to your practice, had a good experience, but never booked another appointment.

Maybe they got busy. Life got in the way. They meant to call back and never did.

In our survey, about 20% of dentists said they had tried recall campaigns. And the way they reached out was through a mix of SMS, email, and phone calls. They weren’t relying on just one channel. Reaching out in multiple ways increases the chances that the patient actually responds.

Reaching out in multiple ways

When it came to managing the campaigns, 86% relied on their own staff to handle it. No agency, no outside help. Just their existing team using their patient management system.

The remaining 14% used dedicated third party tools to automate the process. The platforms that came up most often were Weave, Solutionreach, NexHealth, and Dental Intelligence.

And dentists who tried recall campaigns didn’t just run them once and move on. Most kept them running for 12 months or longer. Which makes sense, because this isn’t a one time effort. Every month, new patients become inactive. So the campaign just runs in the background and continues bringing people back.

When we looked at the results, most dentists rated the quality of returning patients a 4 or 5 out of 5. And that makes total sense. These people already know you. They’ve already visited your practice and had a good experience. You’re not trying to convince them to choose you. You’re simply reminding them it’s time to come back.

So before you spend money trying to attract brand new patients, it’s worth looking at the ones already sitting in your system. They’re the low hanging fruit.

The Best Paid Strategies That Bring Patients

Now let’s move on to paid strategies. When most dentists think about marketing, they usually think about spending money. Running ads, doing SEO, sending flyers, or investing in something that will bring in more new patients.

But not all marketing strategies are created equal. You could spend one dollar on one strategy and get two dollars back. Spend that same dollar somewhere else and get ten dollars back. Every marketing channel has a different return on investment.

Image ROI

1. Google Ads

It’s no surprise this is the most popular paid marketing strategy we found in the survey. When a patient in your area searches for a dentist, Google Ads puts your practice right at the top of the search results. You’re not waiting to show up organically with SEO, which could take 6 to 12 months or more. Ads are instant and you can show up at the top of the page right away.

And for many dentists, that’s incredibly appealing. If you’re starting a new practice or you simply need more new patients right away, Google Ads gives you immediate visibility. That’s why so many dentists rely on it.

Image Google Ads

Google Ads can work very well, but it’s not cheap. To actually generate new patients, you need to be willing to invest a meaningful amount each month. In our survey, most dentists who reported good results with Google Ads were spending between $1,000 and $2,000 per month.

But that number can vary quite a bit depending on where your practice is located. If you’re in a smaller market where not many other practices are running ads, clicks can actually be pretty affordable. You might get away with $500 to $1,000 in ad spend and pay a marketing company another $500 to $1,000 to manage it. In that kind of market, Google Ads can absolutely work within a $1,500 to $2,000 total budget.

But here’s the reality for most dentists in North America. Dozens of practices in your area are probably already running Google Ads, because it’s one of the fastest ways to get new patients. And when a lot of people are bidding on the same keywords, the cost goes up.

Image Keywords

In most competitive markets, you’d need at least $1,500 in ad spend alone just to have a real shot, and then you’re paying your agency on top of that.

Another thing dentists need to understand about Google Ads is that it usually takes time to really start working well. You might get some results in the first month. But if you want to get the most out of your campaigns, Google Ads usually needs to run for several months. That’s because the system is constantly learning. It’s figuring out which keywords bring the right patients, which ads people actually click on, and which searches lead to phone calls or appointment requests.

Over time, the campaigns become more optimized and the results usually improve. In our survey, dentists who ran Google Ads for 12 months or longer were much more likely to say it brought them a steady flow of new patients compared to dentists who only tried it for a few months and then stopped.

When it came to patient quality, 78% of dentists in our survey rated the quality of patients they got through Google Ads a 4 or 5 out of 5. When someone searches on Google for things like “dentist near me,” “emergency dentist,” or “family dentist,” they’re usually looking for care right now. 

They already have a clear intent to book an appointment. So by the time they click on your ad and call your practice, they’re not just casually browsing. They’re actively looking for a dentist.

And when it comes to how dentists actually run their Google Ads, 91% aren’t doing it themselves. Google Ads is a complex system and if you don’t have experience with the platform, it’s very easy to burn through your budget without getting the results you’re hoping for. That’s why most dentists rely on an expert to manage it.

2. SEO

When it comes to SEO, dentists usually have one of two experiences.

Some dentists understand that SEO takes time. They know it’s a long term investment, so they commit to it and give it the time and budget it needs to work. Others go into it hoping for quick results. When they don’t see a big improvement in the first month or two, they assume it isn’t working and they stop.

From there, the receptionist can ask a few discovery questions to understand the patient’s situation:

Image SEO progress

And our survey data showed a very clear pattern. The dentists who actually saw results were the ones who committed to SEO long term. Most of them ran SEO for 12 months or more and invested somewhere between $1,000 and $2,000 per month. On the other hand, dentists who spent less and stopped after just a few months usually saw very little return and thought SEO was a waste of money.

A proper dental SEO strategy usually involves several things working together. Optimizing your website, improving your Google Business Profile, building backlinks, and publishing content regularly.

And that’s exactly what we saw in the survey:

  • Over 90% of dentists focused on website optimization
  • About 70% were working on Google Business Profile and local SEO
  • Around 60% were building backlinks and publishing articles

The key takeaway here is that none of these things work very well in isolation. Optimizing your website alone usually isn’t enough to rank. Working on your Google Business Profile alone usually isn’t enough either. SEO works when all of these elements are happening together and consistently over time. That’s why dentists who only tried one or two things and stopped early rarely saw much progress.

When it came to patient quality, 70% of dentists rated the quality of patients a 4 or 5 out of 5. When patients search on Google, they can clearly see which results are ads. Google labels them as sponsored, so people know those placements are paid for.

Image Search results

Organic results tend to carry more trust because they feel earned rather than bought. People who call you because they found your practice organically on Google have this perception that you’re showing up because you must be a good practice. They are generally very high quality patients who are easy to book.

Part 3: Where Dentists Set Their Money on Fire

Now let’s talk about the marketing strategies dentists tried that ultimately turned out to be money down the drain.

Where Dentists Set Their Money on Fire

In our survey, dentists had a lot of different marketing strategies to choose from. But a few of them kept coming back with the same story: a lot of money spent and very little to show for it. And what’s interesting is that some of these strategies are still being used by dentists today, and in many cases they’re still being actively pushed by marketing agencies.

Radio Ads

On the surface, it sounds like it should work. Your practice name gets broadcast across the city, thousands of people hear about your clinic, and it feels like you’re getting your name out there.

RadioRadio Ads Ads

But when we looked at what dentists in our survey actually got back from radio advertising, the story was very different. Most dentists who tried radio ads were spending $3,000 or more per month on these campaigns. And despite that level of investment, not a single dentist said it brought them a significant number of new patients.

One dentist even shared that the only reason they tried radio was because they won a free campaign. They said they got very few patients from it and wouldn’t recommend it.

And the reason radio ads struggle for dentists is actually pretty simple. When your ad plays on the radio, most of the people listening aren’t looking for a dentist. They’re driving to work, cooking dinner, or just going about their day. So you’re paying to reach a massive audience, hoping that one of those listeners happens to need a dentist at that exact moment and then remembers your practice later when they decide to book. That’s a very expensive gamble.

Social Media

Once the patient feels heard and understood, promoting the practice stops feeling like a sales pitch. It just flows naturally from the conversation.

By this point the receptionist knows enough about the patient to make it personal. They’ve asked the right questions and listened carefully. So instead of just saying a generic list of services, they can highlight exactly what makes the practice a good fit for that specific person.

Social Media Post Screenshot

So let’s look at what the dentists in our survey actually experienced.

About 60% of dentists said they had tried social media marketing in some form. Most of them focused on organic posting. Things like sharing photos from the clinic, before and after pictures, team updates, or educational content. About half of the dentists said they only posted organically and didn’t run any paid ads at all.

Some dentists did experiment with paid ads on top of their posts. But most of them were spending less than $500 per month. And the dentists who spent money on social media ads reported almost the exact same results as the ones who were only posting organically. In other words, adding paid ads on top of social media posting barely moved the needle when it came to bringing in new patients.

Overall, the results from social media were not very strong. Not a single dentist in our survey said social media brought them a lot of new patients. Most said it brought them only a few. And many said they weren’t even sure if it brought them any patients at all.

When it came to patient quality, the ratings were also lower than any other strategy we looked at. On average, dentists rated social media patients 3 out of 5. And that probably explains why many dentists didn’t stick with it. About half of the dentists who tried social media stopped within six months. What’s interesting is that even the dentists who continued for 12 months or longer didn’t report much better results.

So why doesn’t it work? The answer is that social media is an entertainment platform. People open Instagram or Facebook to see what their friends are doing, watch funny videos, kill time. They’re not looking for a dentist. So unless your content stops them mid-scroll and makes them genuinely interested, the algorithm starts to hide it. People don’t find dental content on social media interesting. It’s not sexy. It’s not funny.

A lot of the content dentists post simply isn’t very interesting. You often see stock photos, generic dental tips, or captions that feel very corporate and boring. Things like “Don’t forget to floss” or “Your smile is important.” Content like that usually doesn’t grab anyone’s attention.

You often see stock photos media

That said, there are dentists who get a lot of engagement online without going viral. Their posts get shared, and patients in their community actually pay attention to what they post. We put everything we learned from those dentists into a free social media guide that we update every year with new examples and strategies. You can find the link at the bottom of this article.

2026 Social Media Guide

As a dentist, you may often see your competitors actively posting on social media and wonder what you’re missing out on. You might question whether investing time and effort into social media is truly worthwhile.

Download the Guide

Direct Mail

26% of dentists in our survey tried it. Most got back only a few new patients. When it came to patient quality, the ratings were also very low, 1 or 2 out of 5, making it one of the lowest rated strategies in the entire survey.

Some of the comments from dentists were pretty telling. One dentist said they tried it once and it wasn’t worth it. Another said they experimented with it years ago and the return on investment just wasn’t there.

Direct Mail Flayer Media

And it’s not hard to understand why. Direct mail lands in a pile of other mail that most people flip through for about three seconds before most of it goes straight in the bin.

The people who do respond are usually responding to the offer: a free consultation, a discounted exam, a whitening special. So you’re attracting deal hunters, coupon clippers, and price shoppers. Patients who came in because of a discount are less likely to stay long term, less likely to accept bigger treatment plans, and more likely to leave the moment another practice offers them a better deal.

So in the end, many dentists reported spending a lot of money to acquire patients who weren’t very loyal and didn’t generate much long term value.

The Best Marketing Strategy With a $1,500 to $2,000 Budget

So let’s say you’re a dentist in a competitive market. You’ve decided to invest in marketing, and you have a monthly budget of about $1,500 to $2,000. The question is: how should you spend that money to bring in the most new patients?

First, focus on Google Reviews.

They’re completely free, they’re relatively easy to get, and you don’t need an agency to help you with this. Most practices can handle it in house with their own staff.

You can ask patients directly for a review, set up automated messages that go out after appointments, track how many reviews you’re getting every month, and make it a real priority for your team.

Image Google Reviews 2

Reviews also have a compounding effect. The more reviews you have, the more trust you build online. And the more trust you build, the easier it becomes for new patients to choose your practice.

If you want a structured system for getting more Google reviews consistently, we created a Google Reviews course for dentists that covers exactly how to do this.

Course image

Boost Google Reviews to Grow Your Practice

Become the most reviewed and trusted dental practice in your area by building a constant stream of five star Google reviews.

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The Best Marketing Strategy With a $1,500 to $2,000 Budget

Google reviews help you build trust. But trust only matters once patients actually know your practice exists. You could be the best dentist in the city, but if nobody knows about your practice, you’re basically the best kept secret.

Now if you want to get visible and in front of patients who are actively searching for a dentist, you really have two options with a solid return on investment. Google Ads or SEO.

With Google Ads, the cost really depends on where you’re located. If you’re in a smaller market where not many other practices are running ads, clicks can actually be pretty cheap. You might get away with $500 to $1,000 in ad spend and pay a marketing company another $500 to $1,000 to manage it. In that scenario, Google Ads could absolutely work within this budget.

But here’s the reality for most dentists in North America. Dozens of practices in your area are probably already running Google Ads because of how effective they are and how quickly they can get results. And when a lot of people are bidding on the same keywords, the cost goes up. In most competitive markets, you’d need at least $1,500 in ad spend alone to have a real shot, and then you’re paying your agency on top of that.

And there’s another thing to understand about Google Ads. It’s like a tap. The second you turn it off, the water stops flowing. You stop paying Google, you stop showing up. You don’t exist.

Patient Flow

That’s why with a budget of $1,500 to $2,000, you’re usually better off putting that into SEO.

Think of it like the difference between renting and owning a house. With Google Ads, you’re renting your visibility. Sure, the monthly cost might feel manageable, but the moment you stop paying, you’re out. With SEO, you’re building something you actually own. You’re earning rankings and building a reputation online that doesn’t just vanish when you stop writing checks.

Now just like a house, it takes upkeep. If you stop maintaining a house, it doesn’t fall apart the next day. But slowly, over time, things start to deteriorate. It’s the same thing with SEO. If you reach the first page on Google and then stop all work completely, your rankings aren’t going to disappear overnight. But without any ongoing effort, you will slowly start to slide down. It takes a while, but it happens.

The point is, with SEO you’re building an asset. With Google Ads, you’re renting one. And when your budget is limited, owning beats renting every time.

Marketing Is More Than Just Ads or SEO

At the end of the day, getting a new patient in your chair isn’t just about running ads or getting more reviews. It’s a whole system working together.

You need visibility so patients find you. You need trust so they choose you over the practice down the street. Your staff needs to make a great first impression and actually convert that phone call into a booked appointment. And you need to track all of it, so you always know what’s working, what isn’t, and where you’re losing patients you should be keeping.

That’s exactly what we do at RevUp Dental. We handle dental marketing end to end, which means we take care of every piece of that system for you. And unlike most marketing companies that will run your ads and call it a day, we don’t stop there. If patients are finding you but not booking, that’s still our problem. We focus on the whole patient journey, from the moment someone searches for a dentist to the moment they sit down in your chair, and everything in between.

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What If Getting More New Patients Was Never a Problem Again?

Imagine focusing entirely on doing great dental work, while a steady stream of new patients keeps walking through the door.

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How to Get More Google Reviews for Your Dental Practice

Nick Fotache Filed Under: Google Reviews October 7, 2025

Table of Contents

  • Key Takeaways
  • Why Google Reviews Matter More Than Ever for Dentists
  • Step-by-Step System for Getting More Reviews
  • What Doesn’t Work When Trying to Get Google Reviews
  • Train Your Staff on How to Get Google Reviews

How to Get More Google Reviews for Your Dental Practice

Key Takeaways

  • Reviews are the new word of mouth. 88% of people trust online reviews like personal recommendations and they heavily influence which dentist patients choose.
  • Quantity and freshness matter. Google favors practices with lots of recent reviews, not just a big number from years ago.
  • Timing is everything. The best moment to ask is right after a positive treatment experience, especially post-cleaning or when patients express gratitude.
  • Make it simple. Send a direct Google review link via text or email immediately with no extra steps and no waiting until later.

Ever wonder how that practice down the street has 300+ Google reviews and climbing… while yours barely moves?

You’ve tried a few things. Maybe you put up a QR code at the front desk. Maybe you even invested in an automated system to request reviews after appointments.

But the results? Meh. Meanwhile, your competitor across town is racking up positive reviews week after week. And you’re left wondering what they know that you don’t.

Here’s the truth: most dentists are overwhelmed by conflicting advice on how to get Google reviews. One blog says to automate the process. Another says to hand out review cards. You’ve heard of dentists that had success buying reviews, which is a surefire way to get penalized by Google.

But the top 10% of dental offices? They do things differently. They don’t rely on gimmicks or shortcuts. Instead, they use a simple, personalized system that works every time. And we know this because we work directly with those top-performing practices across North America.

We’ve seen firsthand what actually works when it comes to getting more Google reviews.

Why Google Reviews Matter More Than Ever for Dentists

In today’s digital-first world, your Google reviews are your first impression, often before a patient ever clicks your site or calls your office. Here’s how it plays out: a patient searches “dentist near me.”

They see a list of practices in Google Maps. Before they even notice your address or your website link, their eyes go straight to the stars and the review count.

Dentist near me Google search

Patients Trust Reviews Like They Trust Friends

Over 88% of consumers trust online reviews as much as personal recommendations. And 90% read online reviews before visiting a business, including dentists.

That means your star rating and review count are no longer just “nice to have.” They are the deciding factor in whether a patient picks up the phone and calls you… or the practice down the street.

Think about it from a patient’s perspective. They search “dentist near me” and see two options:

  • One office has 4.8 stars and 12 reviews

  • Another has 4.9 stars and 324 reviews

Which one do you think they’re clicking?

Patients equate more reviews with more trust, stability, and quality care. It’s the difference between looking like a hidden gem and looking like the obvious, safe choice. For dentists, that translates directly into more phone calls, more bookings, and more new patients.

In fact, practices with 300+ reviews consistently get far more calls than those with fewer than 100, and even a small jump in star rating can dramatically change patient behavior.

How Google Reviews Impact New Patient Flow for Dentists

Related Article

How Google Reviews Impact New Patient Flow for Dentists →

Explore how the quantity and quality of Google reviews directly affect patient trust and new patient acquisition.

Reviews Are a Key Signal in Google’s AI

Google is leaning heavily on AI, like Gemini, to decide which businesses show up first in local search. These systems don’t just look at your website — they scan for trust signals, and reviews are at the top of the list.

It is no longer just about having a profile. Google’s AI is analyzing:

  • How many reviews you have compared to nearby practices

  • How recent those reviews are

  • The quality and tone of what patients are saying

Gemini AI recommendation

And patients are starting to see the results of this shift. Instead of just a list of dentists, Google’s AI may now say: “Here’s ABC Dental, the clinic with the most reviews and highest rating in your area.”

That means your reviews have become your reputation — not only for patients, but also for Google’s algorithm. The more consistent, positive, and fresh your reviews are, the more likely you are to dominate local search and get the call before your competitors do.

Step-by-Step System for Getting More Reviews

Most dentists hope for reviews instead of building a process. The best practices turn it into a repeatable system that happens naturally, every day.

Here’s exactly how to do it:

Step 1: Choose the Right Moment

The best time to ask for a review is when the patient is genuinely happy with their experience. Patients are far more likely to leave a positive review if you catch them in that moment of satisfaction — not days later through a generic email.

Think about it this way: if you send a review request two days after the appointment, life has already moved on. The excitement is gone, and your message feels like another piece of spam in their inbox.

Instead, focus on asking right after simple, positive procedures where patients feel good:

  • Dental cleanings

  • Teeth whitening

  • Routine checkups or minor treatments

These are moments when patients are comfortable, smiling, and grateful. On the other hand, avoid asking after major or invasive procedures where the patient may be in pain, swollen, or stressed.

patient and dental hygienist

Step 2: Choose Who Should Ask for Dental Reviews

If everyone is responsible for getting reviews, then no one is responsible. You can’t just tell your staff, “We need more Google reviews” and hope for the best. Without clear ownership, the task will get forgotten or awkwardly skipped.

In most practices, there are two natural options:

  • The dentist: Great after major treatments. If a patient just completed an implant, crown, or cosmetic procedure, the follow-up appointment or checkup is the perfect moment. The patient has seen results, trust is high, and a direct ask from the dentist carries weight.
  • The staff: Great for consistency. Hygienists can ask after cleanings or whitening, and the front desk can follow through by sending the link before the patient leaves. Staff interactions happen every day, so this keeps reviews flowing regularly.

The key is to nominate specific people and make review requests part of their role. Many practices assign a “Review Manager” — one staff member who tracks how many reviews come in, reminds others to ask, and ensures the process doesn’t slip through the cracks.

When everyone knows their part, asking for reviews becomes a natural habit instead of a forgotten afterthought.

Step 3: Use Simple, Natural Scripts

The worst thing you can do is either make every staff member guess what to say, or have them repeat the same stiff line over and over. Patients can tell when it sounds forced.

The solution is to give your team short, natural scripts that fit the situation. Scripts remove the awkwardness, keep the message consistent, and make patients more likely to say yes.

Here are three examples you can use right away:

For the dentist: “I’m so glad you’re happy with the results, it’s great to see you smiling. If you feel comfortable, would you please share your experience in a quick Google review? It helps other patients, just like you, feel confident choosing us, and it would mean a lot to our team.”

For the hygienist or dental assistant: “I’m glad your cleaning went well, your smile looks fantastic. If you wouldn’t mind, could you share your experience in a quick Google review? It really helps people who are looking for a dentist they can trust, and it means a lot to us when patients like you share their feedback. I can text you the link so it’s easy.”

For the front desk: “How was everything with Dr. Smith today?”
(Wait for the patient’s positive response.)
“That’s great to hear! Dr. Smith really goes above and beyond for every patient, so we love hearing that kind of feedback. If you’re open to it, would you be willing to share your feedback about our office in a Google review? I can text you the link right now, and it’ll take you less than a minute. We’d love to get more amazing patients like you, and your review would help a lot!

The goal is not to memorize a script word for word, but to give your team a comfortable framework. That way, no one is guessing, no one feels pushy, and patients feel like they’re just having a normal conversation.

Side view portrait of pretty young woman sitting in dental chair and smiling at doctor during consultation in clinic, copy space

Step 4: Send the Review Link on the Spot

When a patient agrees to leave a review, timing is everything. If they walk out the door without the “Write a Review” link, most will never follow through.

The practices that succeed with reviews keep it simple: ask, get the yes, and send the link right away — often while the patient is still in the chair.

Why? Because patients check texts instantly. An SMS with the review link has the highest chance of being opened and acted on. Email can work, but it often gets buried. The winning combo is a personal ask, followed by an immediate text.

How to get your review link:

  1. Search your practice name on Google

  2. Click “Write a review”

  3. Copy the full URL

  4. Save it as a template in your SMS and email system so staff can send it with two taps

Or, if you want to save some time, you can use a free tool that generates the link for you automatically. Here’s one you can try: Google Review Link Generator

SMS example

“Thanks for your visit today! Here’s the link to leave us a quick Google review: [link]. Your feedback helps other patients find us.”

Email example

Subject: Quick favor from today’s visit
“Thank you for choosing us! If you have a minute, would you mind sharing your experience in a quick Google review? Here’s the link: [link]. We’d be so grateful.”

Step 5: Track and Improve Your Google Reviews

Top dental practices know that reviews are a business metric — not a side project. They treat review collection with the same seriousness as production or case acceptance.

The first step is setting a clear weekly or monthly goal. For example, “We want 20 new reviews this month.” A number that is specific and measurable gives the entire team something concrete to work toward.

But here’s the critical part: they don’t just track their own reviews. They also track their competitors. Why? Because without context, you don’t know if you’re winning or losing.

On a whiteboard in the staff room they write down:

  • How many reviews the practice has right now

  • How many reviews the top five competitors have

  • How many new reviews each office gained this month

whiteboard for Google reviews

This creates a clear picture of the local “race.” If your competitors are adding 10 new reviews a month and you’re only adding 3, you’re falling behind, no matter how good you feel about your progress.

Not every practice wants to rely on whiteboards or spreadsheets. That’s where reputation management tools come in. Platforms like BrightLocal, Podium, or our own Scorecard software take the same system of accountability and automate it.

Step 6: Incentivize Your Staff

Some dentists push back on the idea of rewarding staff for reviews. They think, “Why should I give bonuses or gift cards? Isn’t this part of their job already?”

Here’s the truth: reviews are not just another box to tick. They are one of the most powerful drivers of new patients your practice can get. If spending $100 on gift cards or a team lunch leads to even a handful of new patients, the return is massive.

Think of it this way — one new patient could easily spend $1,000 or more in your practice over the year. Compare that to the cost of a Starbucks card or lunch for the team. The math is obvious.

One of our clients in a competitive area told their staff: “If we become the most-reviewed dental practice in the city this year, I’ll close the office for a week and take everyone on a fully paid vacation to the Dominican Republic.”

Sounds extreme, right? But here’s what happened: in just three months, the team hit the goal. They became the most-reviewed practice in their area. The dentist followed through on the trip, and the payoff was incredible: they nearly doubled production over the next 12 months because patients were choosing them over competitors.

The takeaway? Incentives work. They create buy-in. They make the whole team feel invested in the outcome.

A collection of gift cards in a store.

Ideas for incentivizing staff:

  • Starbucks or Amazon gift cards

  • A nice team dinner at a fancy restaurant

  • Extra paid time off for hitting a big goal

  • Bigger rewards for major milestones (like becoming the #1 most-reviewed practice in your city)

Step 7: Respond to Every Google Review

Google favors businesses that are active and engaged. When you reply to reviews, even with short, simple responses, it signals that your practice is real, reliable, and involved with patient feedback. That activity can give you an edge in your dental SEO rankings.

How to respond:

  • Positive reviews: Keep it warm and simple. “Thank you, Sarah! We’re so glad you had a great experience today.”

  • Negative reviews: Patients pay close attention here. A careless or defensive reply can do more damage than the review itself. The right way is to apologize, acknowledge room for improvement, and invite the patient to continue the conversation privately.

We actually created a full training video that shows dentists exactly how to handle negative Google reviews — step by step — without risking HIPAA violations or damaging their reputation. Patients don’t just look at what was said in a negative review, they look at how you respond. If you come across as defensive, you lose. If you come across as caring and professional, you win.

How to Respond to a Negative Google Review - YouTube Video

Watch on YouTube

How to Respond to a Negative Google Review →

Learn the right way to handle negative reviews so you protect your reputation and build trust with new patients.

What Doesn’t Work When Trying to Get Google Reviews

Most dentists and their teams already know how important Google reviews are. The problem is not awareness — it is execution. Over the years, we have seen the same mistakes repeated again and again by practices that want more reviews but never gain traction.

Here are the most common approaches that fail and why they do not deliver results:

QR Codes

Another popular request from staff is to “just put up a QR code” so patients can scan and leave reviews. While it sounds simple, it doesn’t work in practice. Posters on walls blend into the background—just like the cluttered bulletin boards you see at convenience stores. Patients rarely notice them, and even fewer actually scan and follow through.

QR code

The reality is that QR codes aren’t about making things easier for patients—they’re about making things easier for staff. It’s a passive strategy that avoids the discomfort of asking directly, but passive strategies won’t make you the top review practice in your area.

Automation Tools

Tools like BirdEye, Podium, Swell, and countless others promise to make review collection easy by automating the process. Years ago, this approach gave some practices an edge, but today everyone is using them. If you’re just sending out automated texts or emails, you’ll only see a tiny percentage of patients actually leave reviews—often as low as 2–5%.

At best, you’ll keep up with the herd, but you won’t pull ahead of your competitors. The practices that dominate Google reviews today are the ones that personalize the process, not the ones relying on cookie-cutter automation.

There is also risk. If a patient had a poor experience and your system auto-prompts them, they are more likely to leave a negative review.

Review Gating (Filtering Out Bad Reviews)

Some software tools claim to be “smart” enough to hide negative reviews and only post positive ones. This is called review gating—and it’s against Google’s policies. In 2018, Google explicitly banned it, and by 2022 they began cracking down harder, even penalizing SEO rankings when patterns of unnatural reviews were detected.

It’s not just Google either. In one well-known case, the FTC fined Fashion Nova $4.2 million for suppressing negative reviews, even though they were a small retail chain with just a handful of locations. Dental practices are not immune. If you’re caught gating, you could lose reviews, lose visibility, or even lose your entire Google Business Profile.

Generic Automation / No Human Interaction

At its core, a review request is about the patient experience. If you rely solely on automation or impersonal reminders, you’re treating reviews like a vending machine transaction. Patients don’t feel appreciated, and they don’t feel a personal connection to your practice.

Think about it: Starbucks isn’t successful because of coffee vending machines—they’re successful because they deliver an experience. The same applies here. Reviews grow when your staff builds real relationships and personally asks for feedback, not when the process is completely automated and detached.

Train Your Staff on How to Get Google Reviews

This training course shows your team exactly how to ask patients at the right time, what to say, and how to use the RevUp tool to collect reviews effortlessly. More reviews mean higher rankings and more new patients.

  • ✔ How to consistently get more Google reviews
  • ✔ The best timing and scripts for asking patients
  • ✔ How reviews influence your rankings and patient trust
  • ✔ How to use RevUp’s tool to automate review requests
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The 10 Best Dental Practice Management Systems in 2026

Nick Fotache Filed Under: Operations May 26, 2025

Table of Contents

  • Key Takeaways
  • Choosing the Best Dental Practice Management Software
  • What to Look for in a Dental Software Solution
  • 1. Dentrix
  • 2. Eaglesoft
  • 3. Open Dental
  • See Inside Your Practice Like Never Before
  • 4. Dentrix Ascend
  • 5. Denticon
  • 6. Curve Dental
  • 7. CareStack
  • 8. DentiMax
  • 9. tab32
  • 10. ACE Dental
  • Common Pitfalls to Avoid When Choosing Dental Software
  • 5 Smart Questions to Ask Before You Buy Dental Software
  • Want to See How We Can 2x or Even 10x Your Patient Flow?

The 10 Best Dental Practice Management Systems in 2026

  • Nick Fotache Headshot
    Nick Fotache
    Updated January 28, 2026 04:58 pm

Key Takeaways

  • There’s no one-size-fits-all PMS. The right choice depends on practice size, workflows, and long-term growth goals.
  • Cloud-based systems are trending in 2026. They offer access anywhere, automatic updates, and less IT hassle, but servers may still suit teams that want local control.
  • Ease of use and support matter as much as features. A powerful system is useless if your team finds it clunky or hard to learn.
  • Look beyond the feature list. Confirm integrations with imaging, billing, and communication tools, and always calculate the total cost of ownership.
  • Protect your data. Make sure you can export patient records and notes without hidden fees or restrictions.
  • Plan for scalability. Choose a platform that grows with you — multiple providers, locations, and advanced reporting if needed.
  • Avoid common pitfalls. Watch for hidden fees, poor support, clunky workflows, and “works for everyone” claims that rarely deliver.

Whether you’re opening your first dental office or scaling up to multiple locations, selecting the right dental practice management software is one of the most important decisions you’ll make.

The software solution you choose affects everything, from patient scheduling and financial management, to treatment planning, communications, and dental imaging.

As a dentist, it’s easy to feel overwhelmed with dozens of software options available. Some platforms are designed for solo dental practices, while others are built for large, multi-site operations.

Choosing the Best Dental Practice Management Software

In this guide, we’ll explore ten of the best dental practice management software systems available.

This isn’t a ranked list — because there’s no one-size-fits-all.

Instead, we’ll help you compare platforms based on real feedback from dental professionals, practical use cases, and how each management system supports specific practice needs.

Practice Management Systems 2026 Video Placeholder

What to Look for in a Dental Software Solution

Choosing the right dental software isn’t just about ticking off a feature list, it’s about finding a system that truly supports the way you run your practice. Whether you’re a solo dentist or managing multiple locations, your practice management solution should help you save time, reduce stress, and deliver better care.

Here are the key factors to consider when evaluating the top dental software options on the market today:

  • Cloud vs. Server – Cloud systems offer access anywhere and automatic updates. Servers give more local control.

  • Ease of Use – If it’s clunky, your team won’t use it. Look for clean, simple navigation.

  • Integrations – Make sure it works with imaging, billing, and e-prescriptions without surprise add-on fees.

  • Core Features – Scheduling, charting, billing, and treatment planning are must-haves. Extras like reminders and analytics are a bonus.

  • Support – Strong onboarding and fast help when issues arise are just as important as features.

  • Scalability – Choose a system that grows with you — more providers, services, or locations.

1. Dentrix

When many dentists think of dental practice software, Dentrix is often the first name that comes to mind. Developed by Henry Schein, Dentrix has long been considered a go-to choice among top dental practice management software platforms.

But while it’s one of the most recognized names on any list of dental software programs, it’s not always the right software for every clinic.

Dentrix is a type of software that runs on local servers (not cloud-based by default), which can appeal to practices that prefer in-office control and IT management.

It offers a broad range of features for practice efficiency — including scheduling, charting, billing, and patient communication — and is often seen as a comprehensive dental practice management software solution.

What Dentists Say

“Dentrix feels like I’m using Windows 95, but it works and we know it.”

– Dentist on Reddit

Pros

  • Full feature set covers nearly all aspects of practice management, including billing, scheduling, and clinical notes
  • Well-established in the dental industry with a large support ecosystem
  • Compatible with many third-party systems and imaging tools
  • Long track record with software solutions for dental practices

Cons

  • Not a cloud-based dental practice management software; requires internal servers and IT management
  • Dated interface compared to newer, advanced dental software options
  • Setup, training, and support can be expensive
  • Some dentists report issues with data exports and flexibility

Best Suited For

Dentrix may be the right fit for established practices with a dedicated team, on-premise infrastructure, and the budget to handle ongoing support costs. It’s best for dentists who value a legacy system with extensive documentation and wide adoption.

However, it may not be the choice for dental practices seeking modern cloud access, faster UI, or easier data portability.

EagleSoft Logo

2. Eaglesoft

Eaglesoft is a long-standing player in the world of dental practice management software options, developed by Carestream Dental (previously owned by Patterson).

It’s often included in lists of the top 10 dental software platforms due to its reliability and straightforward functionality.

For many dentists, it’s a familiar system — especially for those who’ve been practicing for years.

While Eaglesoft doesn’t offer the bells and whistles of some newer systems, it delivers the complete practice management basics: charting, scheduling, billing, and some limited patient communication tools.

It’s not a cloud-based platform — installations are local, which appeals to clinics that prefer a server-based approach to dental practice operations.

What Dentists Say

Dentists often describe Eaglesoft as “simple and stable.”

“It’s not flashy, but it works,” said one Reddit user.

However, others mention it feels dated and lacks the flexibility of modern software for dental practices, especially when it comes to integrations and cloud access.

Pros

  • Familiar and proven interface that many dental teams already know
  • Smooth integration with Carestream Dental imaging systems
  • Handles the core types of dental tasks well: billing, charting, and scheduling
  • Decent support for solo and small group practices

Cons

  • Not cloud-based — no access outside the office without remote setup
  • Fewer updates and innovations compared to newer dental software platforms
  • Limited native tools for patient communication or marketing software
  • May require add-ons to integrate with other practice management tools

Best Suited For

Eaglesoft is best for practices that want dependable, familiar software without the need for advanced features or cloud capabilities. If your team already knows the system and your workflow is simple, Eaglesoft can still deliver good value.

That said, clinics looking to improve overall practice efficiency, modernize patient communications, or streamline remote access may find Eaglesoft limiting.

In those cases, choosing the right software might mean looking at newer cloud-based platforms that provide insights into practice performance, automate tasks, and scale with your growth.

OpenDental Software Logo

3. Open Dental

Open Dental is often regarded as one of the most trusted and flexible dental software platforms for 2026. Unlike many proprietary systems, Open Dental is open-source — meaning it gives dentists complete access to their data, powerful customization tools, and an affordable pricing model that appeals to practices of all sizes.

It’s not a cloud-native system by default, but you can host it in the cloud using a third-party provider if needed.

The flexibility it offers makes it one of the most compelling software platforms available within the dental industry today.

What Dentists Say

Open Dental has built a loyal following among dentists who value control, affordability, and performance.

“Open Dental just works,” one dentist wrote. “It’s fast, straightforward, and I’m not being nickel-and-dimed for every feature.”

Many describe it as one of the few systems that genuinely improves practice efficiency without feeling bloated or over-engineered.

Pros

  • Affordable pricing with no long-term contracts
  • Open-source system gives you full control of the software you need
  • Includes robust features for charting, billing, patient communication, and clinical notes
  • Highly customizable — software is designed to grow with your practice
  • Excellent customer service and active user community

Cons

  • Requires local installation or third-party cloud hosting
  • Interface is functional, but less modern-looking than newer platforms
  • May require some technical confidence for setup and customization

Best Suited For

Open Dental is an ideal choice if you want a system that’s cost-effective, powerful, and doesn’t lock you into a rigid structure. It’s perfect for dentists who like the idea of tailoring the system to their workflow and aren’t afraid to explore some setup steps.

If you’re frustrated by “black-box” platforms and want transparency, Open Dental delivers. The software includes all the core functions without hidden fees — and because it’s open-source, you’re not stuck with limitations imposed by the vendor.

It’s also one of the few platforms that makes it easy to export and transition data — a crucial feature when evaluating the benefits of dental software over the long term.

See Inside Your Practice Like Never Before

While you have incredible visibility into your patients, most dentists have almost zero visibility into their marketing performance or how their staff handles patient calls.

That’s where our platform comes in. It’s like an X-ray for your business — showing you what’s working, what’s wasting money, and how your team is performing every day.

Learn More →
dentrix ascend logo

4. Dentrix Ascend

Dentrix Ascend is the cloud-based evolution of the legacy Dentrix system. While traditional Dentrix runs on local servers, Ascend is built to meet the needs of modern practices looking for software that helps simplify operations with web-based access.

As a cloud-native platform, it eliminates the need for in-office servers, backups, or IT maintenance — appealing to dentists who value flexibility and accessibility.

This platform covers many of the various aspects of dental practice management, including scheduling, charting, billing, and even analytics.

But while Ascend is marketed as a next-generation solution, the real-world feedback is mixed — particularly when it comes to workflow efficiency and pricing transparency.

What Dentists Say

Some dentists appreciate the convenience of cloud access.

“We like the web interface and not having to deal with backups,” one user shared.

However, others have pointed out that Dentrix Ascend can feel restrictive or incomplete:

“It’s frustrating that you can’t view images while charting. The workflows are clunky, and support isn’t what it used to be.”

Pros

  • True cloud platform — no server required
  • Clean, modern interface compared to legacy Dentrix
  • Includes automated reminders, reports, and basic analytics
  • Offers many features dental offices need without external software

Cons

  • Workflow limitations (e.g., image viewing and charting can’t happen at the same time)
  • Higher cost than expected — many tools come with added fees
  • Limited customization
  • Some dentists report slow support or poor follow-through on updates

Best Suited For

Dentrix Ascend may be a good fit if you like the Dentrix brand but want a fully cloud-based experience. It works well for smaller practices that don’t need extensive customization and prefer a platform that handles backups and updates automatically.

However, if you’re looking for flexibility or advanced workflows, it may not be the one for your practice. The platform works best when used “as-is,” and may not offer the freedom to modify forms, templates, or integrations beyond what’s provided out of the box.

Denticon Logo

5. Denticon

Denticon is a fully cloud-based dental practice management software designed for growing and multi-location dental practices.

Created by Planet DDS, it’s built to support the complexity of modern group practices — offering centralized scheduling, billing, and reporting for multiple offices from a single dashboard.

Unlike more traditional systems, Denticon is not just a digital version of a paper workflow. It was created specifically for the cloud and includes features like analytics, role-based permissions, and revenue cycle tools that many solo systems don’t offer.

What Dentists Say

Dentists working in DSOs and multi-clinic environments often highlight Denticon’s strength in centralizing operations.

“Denticon is powerful for managing multiple locations,” one DSO-affiliated dentist shared.

Still, others have voiced frustration:

“It’s not very flexible, and support can be slow.”

As with any platform, experience seems to vary depending on how well the onboarding is handled and how willing the team is to learn a more robust system.

Pros

  • 100% cloud-based — no server installations required
  • Built specifically for multi-location and enterprise-level practices
  • Supports a wide range of features dental software include, such as scheduling, imaging, billing, and reporting
  • Centralized platform makes it easy to standardize protocols and track performance across offices

Cons

  • May be too complex for small, single-location practices
  • No dedicated mobile app — access is through web browsers only
  • Pricing is not transparent; must request a quote
  • Some users report steep learning curves and support inconsistencies

Best Suited For

Denticon is a strong option for large practices, DSOs, or dental groups with multiple providers or locations. It’s especially useful for centralizing dental care operations, tracking KPIs across clinics, and standardizing procedures.

However, it may not be the best choice for smaller, independent offices. The feature set is robust, but also dense, and might overwhelm teams that don’t need enterprise-level tools.

If you’re a solo dentist or small team, you may find more value in lighter platforms like Curve Dental.

Curve Dental Logo

6. Curve Dental

Curve Dental is a cloud-based dental practice management system known for its clean interface, simplicity, and user-friendly design. Unlike legacy systems that were adapted for the cloud, Curve was built for it from day one — offering seamless access from any device with a browser, automatic updates, and no need for in-office servers.

What sets Curve apart is its focus on ease of use. From charting and scheduling to billing and patient communication, this platform is designed to feel intuitive — even for teams with minimal tech experience.

What Dentists Say

Many dentists describe Curve as a breath of fresh air:

“It’s super intuitive. Our team was up and running in a few days.”

However, others have noted limitations in clinical customization:

“Charting is too basic if you do a lot of complex procedures or specialty work.”

Curve is frequently praised for its responsive support and onboarding — something not all platforms get right.

Pros

  • 100% cloud-native: access from anywhere, no server needed
  • Clean, modern interface that’s easy to learn
  • Includes built-in imaging, eliminating the need for third-party software
  • Strong onboarding and support team
  • Software helps simplify day-to-day operations and team training

Cons

  • Limited charting features for specialists (e.g., ortho or perio)
  • No dedicated mobile app (though works well in browser)
  • Less customizable than open-source or enterprise systems

Best Suited For

Curve Dental is an excellent choice for small to mid-sized general dental practices that want a sleek, modern system without the headaches of IT management. It’s particularly well-suited to practices that prioritize speed, ease of use, and cloud access.

If your goal is to minimize training time and eliminate server maintenance, Curve makes it easy to get started — and software makes everyday tasks like scheduling and billing more efficient.

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7. CareStack

CareStack is an ambitious all-in-one dental software platform that aims to replace multiple tools in your tech stack. Rather than piecing together separate systems for charting, billing, patient communication, and analytics, CareStack rolls everything into one cloud-based solution.

It’s marketed as a scalable, modern platform designed to support everything from solo practices to growing multi-location clinics. But with that level of complexity also comes a learning curve — and not every team finds it easy to implement.

What Dentists Say

Feedback from dentists is mixed. Some love the idea of consolidating tools into one platform:

“It’s nice not having to jump between different systems.”

Others report frustrations with setup, performance, and reliability:

“The concept is great, but it’s glitchy and support takes forever.”

Several practices that adopted CareStack have mentioned long onboarding processes and a steep ramp-up for teams.

Pros

  • True all-in-one platform with scheduling, billing, charting, patient communication, and analytics
  • Cloud-based with access from anywhere
  • Designed for scalability — good for practices planning to grow
  • Hands-on onboarding and implementation support

Cons

  • Complex setup with a steeper learning curve than other platforms
  • Some dentists report bugs and inconsistent feature performance
  • Long support wait times during peak issues
  • May be overkill for smaller or lower-volume practices

Best Suited For

CareStack is best for growth-oriented practices that want a centralized solution and are willing to invest time in setup and team training. If you’re managing multiple providers or locations and want to streamline operations under one system, this platform can offer serious efficiency — once it’s fully dialed in.

However, for smaller teams or practices looking for something lightweight and easy to use out of the box, CareStack might feel like too much software for your needs.

DentiMax Logo

8. DentiMax

DentiMax is a versatile dental software solution that offers both cloud-based and server-based deployment, giving dentists flexibility based on their practice setup. What sets DentiMax apart is its tight integration between software and imaging hardware — making it a compelling choice for practices that want a seamless connection between X-rays and patient records.

This platform is built to be intuitive and easy to navigate, which makes onboarding relatively simple. While it may not have the depth of features found in enterprise-level systems, it covers all the essentials without overwhelming your team.

What Dentists Say

Many dentists appreciate the straightforward interface and transparent pricing model.

“I liked that DentiMax offered clear costs and had everything we needed for a small practice,” one user shared.

Others mention that while it’s great for general dentistry, it may not scale well for high-volume or multi-location offices.

Pros

  • Offers both cloud and on-premise versions
  • Imaging and practice management in one system
  • Transparent, upfront pricing — no hidden fees
  • Simple UI that’s easy for teams to learn
  • Responsive customer service

Cons

  • Limited scalability for large or multi-location practices
  • Some advanced features only available in higher-tier plans
  • Fewer specialty tools (e.g., ortho or perio customization)
  • No 24/7 support options

Best Suited For

DentiMax is a solid choice for small general dental offices that want a bundled imaging and software solution from one vendor. It’s particularly useful for practices that don’t want to integrate multiple tools or manage multiple vendors.

If your needs are straightforward — patient scheduling, charting, billing, and imaging — and you value affordability and ease of use, DentiMax can deliver exactly what you need without unnecessary complexity.

Tab32 Logo

9. tab32

tab32 is a modern, cloud-native dental practice management system that’s built for the future of digital dentistry. It’s not just a platform for scheduling and billing — tab32 also incorporates features like AI-powered radiograph analysis, built-in patient communication tools, and advanced reporting.

Unlike many older systems that were adapted for the cloud, tab32 was designed for it from the ground up. It’s highly accessible, fast, and offers a clean, responsive interface. The platform is often positioned as an innovation-forward choice for tech-savvy dentists.

What Dentists Say

Dentists who adopt tab32 tend to fall into two camps: those who love the forward-thinking design and features, and those who find it overwhelming at first.

“It’s definitely got a learning curve, but the automation and communication tools are excellent,” shared one dentist in a startup clinic.

Others caution that getting the full value requires real buy-in from the whole team.

Pros

  • Fully cloud-based with strong uptime and speed
  • AI-powered features for imaging, charting, and analytics
  • Built-in patient texting, reminders, and digital forms
  • Designed with scalability in mind — ideal for growth
  • Strong reporting tools for tracking performance and production

Cons

  • Steep learning curve for teams used to traditional systems
  • No public pricing — must request a quote
  • May feel too complex for low-volume or low-tech practices
  • Support response times can vary

Best Suited For

tab32 is ideal for innovative practices that are ready to embrace automation and data-driven growth. If your team is comfortable with new technology and you want to streamline operations using AI, analytics, and cloud-first features, tab32 offers a lot of power.

It’s especially well-suited to startup clinics looking to scale efficiently — or multi-provider practices that want a full-featured system that’s future-ready.

Ace Dental Logo

10. ACE Dental

ACE Dental is a budget-friendly dental practice management software built for simplicity. It offers both desktop and cloud-based versions, making it accessible to smaller practices that want essential features without a high price tag or complex onboarding process.

While it doesn’t have the advanced automation, AI, or analytics tools found in more premium platforms, ACE Dental covers the basics: scheduling, billing, charting, and claims processing. For practices focused on day-to-day operations without a need for deep customization or scaling, it can be a cost-effective fit.

What Dentists Say

Feedback on ACE Dental is generally positive among small, cost-conscious practices.

“It’s simple, it works, and the support is responsive,” shared one general dentist.

Others note that it lacks some of the flexibility and polish of larger, more expensive platforms.

Pros

  • Affordable pricing with low entry cost
  • Offers both server and cloud-based deployment
  • Easy to train staff and get up and running
  • Good customer support for basic needs
  • Works well for general dentistry workflows

Cons

  • Limited advanced features compared to top-tier competitors
  • Not ideal for multi-location or specialty practices
  • Interface feels dated compared to modern cloud-native systems
  • May require workarounds for integrations or reporting

Best Suited For

ACE Dental is best suited for solo practitioners or small offices that need dependable, no-frills software at a reasonable price. If your goal is simply to keep things running smoothly without breaking the bank, this platform checks the boxes.

It’s not designed for rapid growth or complex workflows, so larger or specialty practices will likely outgrow it. But for basic dental care operations in a single location, ACE Dental delivers solid value and support.

Dentrix Schedule

Common Pitfalls to Avoid When Choosing Dental Software

Choosing dental software is a big decision — and unfortunately, many dentists realize too late that they didn’t ask the right questions upfront.

With so many practice management software solutions on the market, it’s easy to get caught up in feature lists or flashy demos, only to find out the software platform you chose doesn’t quite meet the real-world demands of running a dental office.

Here are some of the most common pitfalls dentists encounter and how to avoid them:

Hidden Costs and Lock-Ins

What looks like the best dental software on the surface may come with unexpected fees. Some dental software platforms charge for support, training, onboarding, dental imaging software, and even exporting your data.

Others lock you into long-term contracts, making it hard to leave. Always ask about the total cost of ownership — not just the monthly fee.

Poor Support and Limited Training

A comprehensive practice management system is only useful if your team knows how to use it. Some software providers promise onboarding but deliver minimal support. Make sure you’re getting responsive service, not just a sales pitch.

Real dentists often say that learning curves and lack of help are their biggest regrets after choosing dental software.

Data Ownership and Portability

Switching software shouldn’t mean losing access to your practice data. Always confirm that your patient record management and treatment notes can be exported if you ever want to switch systems. Some platforms make this difficult — or charge a premium for access to your own data.

Workflow Bottlenecks

A product might look great in a sales demo, but feel clunky in daily use. Many dentists find that certain dental software programs are built on outdated systems that don’t reflect how modern dental teams operate.

If the interface is hard to navigate or the system slows you down, it can affect everything from billing software use to patient communication software workflows.

One-Size-Fits-All Claims

Some software tools claim to work for “practices of all sizes,” but in reality, they’re too simple for multi-provider clinics or too complex for solo dentists.

Be wary of platforms that don’t clearly define who they’re built for. Good software should tailor the software experience to the specific needs of dental practices — whether that’s a startup clinic or a 10-location group.

5 Smart Questions to Ask Before You Buy Dental Software

Once you’ve narrowed down your options, scheduling a live demo is a smart next step. But don’t just let the sales rep run the show. You need to come prepared with questions that help you figure out if the software really fits your practice.

Here are five essential questions to ask during a demo:

1. What’s included — and what costs extra?

Sales pages often gloss over hidden costs. Ask:

  • Does the monthly fee include onboarding, support, and updates?
  • Are there charges for features like e-claims, imaging, texting, or analytics?

Understanding total cost of ownership upfront avoids surprises later.

2. How easily can I export my data?

You don’t plan to leave, but you should still ask:

  • If I ever switch, can I export patient data, x-rays, and notes?
  • Is there a fee or limitation?

Some vendors make this difficult, locking you into their ecosystem.

3. How long does onboarding take, and what support do you offer?

You’ll want to know:

  • Is onboarding self-guided or assisted?
  • How long does it usually take for practices like mine?
  • Is support available during business hours — or only by email?

4. Can the software adapt to my workflow or do I have to adapt to it?

This is key, especially if you have a unique setup:

  • Can we customize forms, charting templates, or treatment plans?
  • Can it support multiple providers, specialties, or locations?

5. What other dental offices like mine are using your platform?

Ask for examples:

  • Do you serve general dentists, specialists, startups, or DSOs?
  • Can I speak to a current user or read unbiased reviews?

Want to See How We Can 2x or Even 10x Your Patient Flow?

No matter what dental practice management software you choose, it won’t grow your practice on its own. You still need to fill it with new patients — and that’s where we come in.

We help dental practices more than double new patient numbers using proven digital marketing strategies. In fact, in this case study, you’ll see how one office 10x’d their new patient flow.

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