As more practices choose to hand back the whole of their NHS dental contracts, something that gives pause for thought is what to do about children? Here, Regional Support Manager, Ian Eslick, explores the importance of setting appropriate charges for children on a dental membership plan and suggests some ways to go about this.
Understanding the Need for Children’s Membership Plans
Despite hoping to retain an NHS contract for children when they convert from NHS to private dentistry, many practices find they are unable to do so. This leaves them with the dilemma of what to do about charging for children as a private dentist.
Children’s dental health is crucial for their overall well-being and development. Sadly, over the last few years the incidence of tooth decay in children has been on the rise to the extent that dental issues are now the number one reason for hospital admission for children aged 5 to 9 according to NHS England.
People still like the idea of having a ‘family dentist’ and will often stick with the same one for decades. So, if you already have the parents on a membership plan, then it makes sense to be able to offer one for their children as well. Regular dental visits help in early detection of issues, promote good oral hygiene habits, and prevent future dental problems. By offering membership plans for children it can help spread the cost of oral healthcare over the year, making it more affordable and predictable for parents.
Approaches to Charging for Children
How best to go about this, then? When it comes to setting charges for children on a dental membership plan, there are several options to choose from. Whichever approach you adopt should align with your practice’s philosophy, the demographics of your patient base, and the level of care provided.
Age-Banded Charging
One of the most common methods of charging structure is age-banded charging. In this case, fees are set based on the child’s age. This approach acknowledges that children’s dental needs vary significantly with age. For instance, infants and toddlers (0-5 years) typically take up very little of a dentist’s time with often just routine check-ups and preventive advice. This is why many practices offer free or very low-cost plans for this age group.
For children aged 6-12, the dental needs increase slightly, with more emphasis on preventive care, fluoride treatments, and occasional fillings. This is the age at which many practices begin charging for children’s plans, although this is usually just a nominal fee. As children enter their teenage years (13-18 years) they will start to need more care from the dentist for things such as orthodontic assessments and treatments, meaning their plan fees are higher and closer in cost to adult plans.
Clinical Need-Based Charging
An alternative approach to age banding is to base your charges on clinical need. In this case, the clinician would assess the child’s dental health and set the plan fees according to the level of care the child needs. For example, a child with a history of dental issues or one needing orthodontic treatment might be charged at a higher rate than a child who is likely to remain dentally fit.
This approach allows for more tailored care and ensures that the fees reflect the actual services provided. However, it will entail a thorough initial assessment to be carried out along with regular reviews to account for any changes in needs.
Comprehensive Care Plans
Another option is to introduce comprehensive care plans. These plans include the costs of all necessary treatments within the monthly membership fee. This type of plan can be particularly attractive to families with more than one child as it makes budgeting for oral healthcare much simpler as everything is covered under one fee.
Benefits of Children’s Membership Plans
Having a well-structured membership plan for children in place offers a number of benefits for both the practice and your patients.
For the Practice
Predictable Revenue: Like adult membership plans, your children’s plans provide a steady stream of income, helping to smooth your cashflow.
Patient Retention: Having young patients on membership plans encourages loyalty and long-term relationships with families.
Efficient appointment scheduling: Having regular check-ups and preventive care included in the plan, helps practices to manage their appointment diaries better.
For Young Patients
Family Affordability: Spreading the cost of dental care by paying monthly helps families manage the cost of their oral healthcare.
Consistent Care: Regular visits mean any potential problems can be spotted earlier reducing the need for more invasive treatment down the line.
Parent/Guardian Peace of Mind: Knowing that their child’s dental needs are covered allows parents or guardians to focus on other aspects of their child’s health and well-being
Introducing a Children’s Membership Plan
For your children’s plan to be a success there are a number of things you should take into account.
- Understand the demographics and dental needs of your patient base to tailor your plan accordingly
- Clearly define what is included in the plan. Be sure people understand their entitlement under the plan. Will it just be routine check-ups? What about emergencies? Are preventive treatments included? Make sure this is clear when people sign up
- Communicate the benefits of plan membership for children. Educate parents/guardians about how plan membership can benefit their child’s oral health
- Regularly review the plan’s effectiveness. If you need to, make adjustments and changes based on the feedback you receive from patients and staff.
Introducing a children’s dental membership plan requires careful consideration and a tailored approach. If you seek to understand the needs of your patient base, you can be confident you are choosing the right charging method. Introducing a well-structured membership plan for children not only increases patient loyalty but can also contribute to the long-term success of the practice as they are the adult patients of the future who one day may bring in their own children.
About Ian
Ian Eslick is a Regional Support Manager at Practice Plan and has over 28 years’ experience in the dental industry, including five in practice.
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