Written by: Xaña Winans
You don’t need a breaking news alert to know things are shifting—you just have to look at your lab invoice or your schedule.
Dental practices are feeling the ripple effects of bigger economic changes, from rising material costs to insurance instability. Tariffs are quietly pushing lab fees higher. And in a time of widespread job changes and government layoffs, many patients are facing the very real possibility of losing their dental benefits.
This isn’t about politics. It’s about staying nimble and prepared. And smart marketing? It’s not just a nice-to-have—it’s a tool that can help you navigate the uncertainty, support your patients, and protect your bottom line.
Let’s walk through what’s changing, how to respond, and where marketing fits in as both a stabilizer and a growth lever—yes, even now.
Lab Fees Are Rising. So What’s the Plan?
Many dental labs rely on imported materials—zirconia, titanium components, and other specialized items used in crowns, bridges, and implant-supported restorations. Thanks to recent tariffs, the cost of these imported components is rising, and those increases are starting to trickle down to practices in the form of higher lab fees.
You can try to absorb the fees for a while, but eventually, the math won’t work. So, you adjust your pricing. But here’s the catch: how you message that change matters more than the change itself.
That’s where marketing earns its keep. A short, clear update on your website, social media, or email can do more than notify—it can educate. Something like:
“Due to increases in dental lab materials, you may notice a small change in the cost of custom restorations. We remain committed to providing high-quality care with the best available materials.”
Simple. Professional. Human. And way more effective than leaving patients to figure it out on their own.
Don’t Let Surprise Be the Story
No one likes to feel blindsided. Whether it’s a new lab fee or a shift in coverage, your patients want clarity.
Proactive messaging can prevent tough conversations at the front desk. Instead of waiting until someone sees a higher fee on their invoice, create a communication loop using all your available touchpoints:
- Add a short explanation in your treatment plan presentations. When you’re reviewing costs with a patient—especially for anything lab-based like crowns, bridges, or implants—take 10 seconds to mention that material costs have increased industry-wide. Not as a scare tactic—just a respectful heads-up. It positions your team as transparent, knowledgeable, and focused on long-term value, not just same-day production.
- Include a note in your next practice newsletter or recall emails. You don’t have to lead with it. Just a short paragraph toward the bottom will do. Consider:“Due to rising costs in dental materials from our labs, you may notice slight fee adjustments on certain services. We remain committed to quality and transparency.”
That kind of clarity reinforces patient trust and shows you’re handling economic shifts with care—not excuses. - Post a pinned update on your practice’s homepage or blog. If your fees are changing—or you’re encouraging patients to use benefits before potential changes in coverage—make it easy to find. A short banner at the top of your site, or a blog post addressing FAQs about pricing and treatment timing, can prevent confusion and support your team’s conversations. It also shows your practice is proactive and prepared when things change.
Think of marketing here as your advance team. It sets the tone, answers questions before they’re asked, and gives your patients the confidence to move forward.
Patients at Risk of Losing Coverage Need a Plan
In the current job market, layoffs, furloughs, and company benefit changes are increasingly common—and patients are feeling the impact. Some are trying to get long-postponed work done before their insurance disappears. Others may not even realize their window to use their benefits is closing.
This is where your practice can step in with empathy and guidance. Marketing can help you do it with calm professionalism.
You might:
- Send a targeted message to patients with incomplete treatment plans encouraging them to check their current coverage status.
- Share a blog post or email titled something like “What to Do If You’re Losing Dental Insurance” with helpful steps and scheduling tips.
- Create social content that says, in effect: “If you’re in a transition period with work, let us help you protect your smile before your benefits change.”
- Offer an in-house membership plan as an affordable, no-surprises alternative to traditional insurance—then make sure patients know about it.
When people feel like things are out of their control, a confident, caring message from their dentist can make a real difference.
Stay Ahead of the Questions
When people are uncertain—about costs, timelines, or coverage—they often hesitate. They might not ask questions. They just delay or disengage. That’s where proactive marketing steps in.
Use your marketing channels to offer answers before patients even know what to ask. A short website banner. An FAQ post on Instagram. A friendly line in your emails like,
“Not sure how recent changes affect your insurance or treatment plan? Just hit reply—we’re here to help.”
It’s a small shift, but it signals something powerful: we’re thinking ahead, so you don’t have to worry.
Reframe the Conversation Around Value
Price is a detail. Value is the story.
When lab fees rise or patients are facing the possibility of losing insurance, don’t let the whole conversation revolve around cost. Reframe it. Help patients see what they gain by saying yes now—not just what they might lose if they wait.
Here’s a message that does just that:
“You’ve worked hard for your benefits—don’t leave value on the table. If you’re concerned about coverage changes, we’re here to help you make the most of what you have now.”
It keeps the focus on the patient and their goals—not just your treatment calendar.
Empower Your Team with the Right Tools
Let’s not forget your team. When patients ask, “Why did this price change?” or “What happens if I lose my insurance?” your front desk and treatment coordinators need clear answers—and confidence in how to say them.
This is where marketing isn’t just helpful—it’s essential. It gives your team the right language, the right tools, and the reassurance that they don’t have to come up with explanations on the fly.
Marketing can support them with:
- One-page handouts that explain lab fee trends in plain English. Imagine a quick-reference sheet titled “Why Some Fees Are Changing (and What That Means for You).” It doesn’t have to be fancy—just clear. A simple explanation of how imported dental materials have gone up in cost, why that affects lab-based work, and how your practice is responding. You can keep it at the front desk, include it with treatment plans, or even send it as a PDF in a follow-up email. It helps take the awkwardness out of the conversation and gives your team something to point to.
- Email templates for following up on treatment plans tied to benefit deadlines. When a patient delays treatment but mentions they may be changing jobs or losing insurance soon, you don’t want to let that fall through the cracks. A thoughtfully written email—personalized with their name and treatment plan—can gently remind them of timing and offer to help prioritize care. Something like:“Hi Mark, I know you were considering moving forward with your crown soon. With potential changes to your insurance, I wanted to make sure we help you maximize your coverage while it’s still active. Let us know if you’d like to get back on the schedule—we’ll do our best to make it easy.” Having a few of these templates ready means your team can respond quickly and confidently without starting from scratch every time.
- Website copy that reinforces the same message patients hear in the office. Consistency builds trust. If your front desk is saying one thing, but your website says nothing—or worse, something outdated—it creates confusion. A short update on your homepage or blog can let patients know that your practice is aware of current economic shifts, is here to help them plan wisely, and is committed to transparent care. You could even have a “Cost & Coverage FAQs” section that answers the top three questions your team keeps hearing. When your messaging aligns everywhere patients interact with your brand, it builds confidence—and saves your team from having to repeat themselves.
Use Marketing to Steady the Ship
You didn’t sign up for tariffs, policy shifts, or economic uncertainty. But you did sign up to care for people—and that includes helping them make smart decisions when things feel unstable.
Dental marketing isn’t just about visibility. It’s about clarity. It’s how you show up when patients need leadership, not just services. And when your messaging reflects empathy, preparation, and perspective, people notice.
So if lab fees are changing, say so. If patients may lose coverage, help them make a plan. If the road ahead is unclear, be the calm in the middle of it.
They’ll remember that. And they’ll trust you more because of it.
ABOUT THE AUTHOR
Xaña Winans is the CEO and founder of Golden Proportions Marketing, dedicated to the growth of dental practices. Her agency provides goal driven, full-service solutions including branding, website design, advertising and digital marketing. Visit goldenproportions.com to learn more.
Xaña is a board member of the Academy of Dental Management Consultants and has been awarded Fellowship in the International Academy of Dental Facial Aesthetics. She lectures and publishes regularly about all aspects of dental marketing.
FEATURED IMAGE CREDIT: Zimmytws/Shutterstock.com.
