The ideas that DSOs lead to lower quality of care, dentistry is stagnant and has not advanced and dental care is elective care are three of the biggest misconceptions facing the dental industry today.
The 17 leaders featured in this article are speaking at Becker’s 2025 Fall Future of Dentistry Roundtable, set for Sept. 29-30 at the Hyatt Regency in Chicago.
If you work at a DSO or dental practice and would like to be considered as a speaker, please contact Randi Haseman at rhaseman@beckershealthcare.com.
Note: Responses were lightly edited for clarity and length.
Question: Right now, what is the biggest misconception about dentistry/the dental industry?
Jamie Burks. Director of Operations of Providence Dental Partners (Atlanta): In my opinion, a major misconception in dentistry today is that all DSOs are inherently bad or that they compromise the quality of patient care. The reality is, while not all DSOs operate the same way, many provide invaluable support that allows dental teams to focus more on patient care and less on the administrative burden of running a practice. A well-run DSO can provide structure, resources, training and consistency to clinical teams creating an environment where providers can thrive, and patients can receive high-quality, efficient care. Like any organization, success relies on leadership, core values for patients and team members and empowerment. When a DSO prioritizes clinical excellence, team development and a strong patient-first culture, it can enhance the quality of dentistry delivered, not diminish it.
Sarah Cottingham. COO of Dental Design Studios (Phoenix): There isn’t just one big misconception about dentistry — there are several, and together, they distort what teams think they do and also impact patients’ views of what dentistry is as a profession.
One of the most damaging is the belief that dentistry is purely transactional, about fixing teeth, filling cavities or whitening smiles. Dentistry is far more than a set of procedures. It’s a deeply human, relational profession that plays a critical role in whole-body health. We’re often the first to detect signs of chronic disease, oral cancers, autoimmune issues or airway obstructions. Dentistry is preventative medicine, confidence restoration and in many cases a lifeline, not just a luxury. We are front-line, not optional healthcare.
Another major misconception is that insurance defines the standard of care. It doesn’t. Insurance defines a benefit and often a minimal one at that. Too many people believe if insurance doesn’t cover it, it must not be necessary. But clinical excellence should never be dictated by reimbursement tables. Patients deserve care based on diagnostics, not on what a third party decides to subsidize with nothing more than a coupon. That’s a mindset shift our entire industry is still battling, one that impacts everything from treatment acceptance to how practices are run.
There’s also a persistent myth that dentistry is stagnant and that it hasn’t evolved. That couldn’t be further from the truth. Today’s dental practices are on the front lines of innovation. From 3D imaging and AI-driven diagnostics to airway-centric care and minimally invasive laser therapies, we’re shaping the future of healthcare, if we have the courage to lead it.
And finally, within the profession, there’s an internal misconception that our value comes solely from clinical output. In reality, the health of a practice, and the future of our field, depends on how well we develop people. Operational excellence and human potential are not separate. When we grow our people, we grow our impact.
Dentistry is in a defining moment. These misconceptions are our challenge and our opportunity. If we confront them with clarity, integrity and innovation, we don’t just change these belief structures, we change lives.
Alexander Einbinder, DDS. Dentist at Caterpillar Dental (West Babylon, N.Y.): I’d say the biggest misconception about dentistry today is that it’s solely about aesthetics. Many people believe dental care is a luxury or vanity-driven, overlooking its critical role in overall health. Poor oral health is linked to serious conditions like heart disease, diabetes and respiratory issues, yet this connection is often underestimated. Patients may skip routine care, thinking it’s optional, while the industry faces challenges with insurance coverage and access, reinforcing the idea that dentistry is less essential than other medical fields. This misconception undermines the systemic importance of oral health and the comprehensive care dentists provide.
Joshua Everts, DDS, MD. Chief Clinical Officer of OMS360 (Alpharetta, Ga.): The biggest misconception about dentistry right now is that consolidation and partnership models inherently compromise clinical autonomy and patient care quality. This misconception stems from a fundamental misunderstanding of what effective healthcare partnerships actually look like. Having worked both as an independent practice owner and now as chief clinical officer of a DSO, I’ve seen firsthand that the right partnerships actually enhance rather than diminish a doctor’s ability to deliver exceptional patient care.
The reality is that many solo practitioners are constrained by factors that have nothing to do with clinical excellence: administrative burden, operational inefficiencies, limited resources for technology adoption and isolation from best practices being developed across the industry. These constraints often force excellent clinicians to operate below their potential. Well-structured partnerships address these constraints by providing operational support, shared resources, and collaborative learning opportunities that allow doctors to focus on what they do best: delivering outstanding patient care. When doctors can delegate administrative tasks effectively, implement proven operational systems and learn from colleagues across multiple practices, the result is often better patient outcomes, not worse.
The key distinction is between partnerships that prioritize value creation versus those focused on value extraction. Organizations committed to long-term success understand that sustainable growth comes from enhancing clinical excellence and patient satisfaction, not undermining it. The most successful dental organizations I see are those where partnership amplifies individual excellence rather than restricting it. They recognize that clinical autonomy and organizational support aren’t competing priorities, they’re mutually reinforcing requirements for delivering the highest quality patient care at scale.
The future of dentistry lies not in choosing between independence and partnership, but in creating partnership models that enhance independence while providing the support systems necessary for clinical and operational excellence.
Haim Haviv. Founder and CEO of Hudson Dental (New York City): A major misconception about dentistry is that it’s still painful, outdated and slow. But the reality is that technology has transformed the experience — from AI-supported diagnostics and 3D imaging to same-day crowns and digital treatment planning. At Hudson Dental, we see firsthand how these tools not only improve outcomes but also make care faster and more comfortable for patients. Dentistry today is smarter, more efficient and light-years ahead of where it was just a decade ago. And we’re just getting started, with virtual consults, robotics and personalized preventive care reshaping what’s possible.
Geith Kallas, DDS. Dentist and CEO of Smile Makers Dental Center (Tyson’s Corner, Va.): One of the biggest current misconceptions about dentistry is that dental care is mostly cosmetic rather than essential for overall health. Many people still think dentistry is just about “nice teeth, such as “whitening, straightening and veneers, and not about health. But dental health is directly connected to systemic health in major ways. Gum disease periodontitis is linked to heart disease, diabetes, Alzheimer’s, adverse pregnancy outcomes, and more. Oral infections, especially untreated abscesses or decay, can be life-threatening. Preventive care like regular cleanings and exams saves money and health long-term, but many skip it because they don’t perceive it as “urgent” care.
Additional contributing misconceptions: Dentists just want to upsell treatments. This perception, fueled by social media and some bad actors, creates distrust. In reality, most dental professionals emphasize prevention and are under pressure to keep practices financially viable due to insurance limitations. Dental care is covered like medical care. In many countries (especially the U.S.), dental insurance is limited, so people assume dentistry is somehow “less serious” because it’s not integrated into primary healthcare systems.
This misconception leads to people delaying care, skipping check-ups or not prioritizing dental visits, resulting in more severe issues down the line that affect not only oral health but overall well-being.
Maria Kunstadter, DDS. Co-Founder and CEO of The TeleDentists (Overland Park, Kan.): In my opinion, the biggest misconception is that allied dental providers’ functions need to be restricted to ensure “quality of care.” The mistaken belief is that hygienists, dental therapists, virtual care providers and expanded function dental assistants provide inferior care, thus needing restrictions. When considering care from any allied dental provider versus no care at all, it’s clear that providing care is beneficial. Expanding access to care will increase patient numbers for dentists and improve oral health. With 50% of the population lacking a dentist, the demand for care exceeds the capacity of existing dentists. Better access benefits all and improves oral health. As I tell my children, sharing is caring.
While “quality of care” is a legitimate concern, it should not justify restricting competition, especially if it limits advertising, suppresses information or excludes new models like teledentistry. Courts require evidence that consumer welfare is protected, not harmed. Thus, licensing authorities dominated by incumbents must be supervised to prevent monopolistic protectionism under “quality of care” misconception, based on review of data.
Emily Letran, DDS. CEO of Sea Breeze Dental (Huntington Beach, Calif.): One of the biggest misconceptions about dentistry is, unfortunately, still insurance plans. Patients are pre-sold on the ideas that their policy covers a lot, making it more difficult for dentists to present comprehensive treatment plan, where we may recommend correcting the crooked front teeth, the worn down back molar, the gingival graft for esthetics…all of which do not “hurt.” As a group, we need to establish excellent communication with the patients so they understand that we are diagnosing their health and not their wallets. This is where we avoid the car salesman comparison, and that should not be the case if we establish trust with the patients.
Jason Mann, DMD. Co-Founder and Chief Dental Officer of Providence Dental Partners (Atlanta): I believe this question requires us to consider two perspectives: one from within the dental profession, and one from the public or patient point of view.
From an internal standpoint, a major misconception within the dental industry is the belief that DSOs or corporate dental groups inherently deliver lower quality care. While concerns about a potential “assembly-line” mentality exist, many of these organizations actually implement advanced systems that enhance training, standardize best practices,and ultimately improve patient outcomes.
From the external or patient perspective, a common misconception is that dentistry is elective and non-essential and only necessary when there is pain. This mindset overlooks the fact that many dental diseases are silent in their early stages. The absence of pain is not the absence of disease. When care is delayed until symptoms arise, the result is often more invasive, costly treatment, and, over time, this contributes to broader disparities in access and health outcomes.
These misconceptions, both internal and external, highlight why it’s critical for us, as healthcare providers, to continue promoting the importance of preventive care. Early intervention and consistent oral health maintenance are key to reducing the need for complex procedures and improving overall health.
Nimesh Patel, DMD. COO of Brite Dental Partners (Briarcliff Manor, N.Y): A common misconception about the dental industry is that it can be scaled in the same way as other consumer service businesses. Third party payers, reliance on skilled labor and regulatory oversight add layers of complexity that make dental unique.
Francesca Pregano. COO of Smile Makers Dental Center (Tyson’s Corner, Va.): One of the biggest misconceptions in dentistry is that patients can’t afford treatment. The reality is, patients are spending money, just not always on their health. The primary role our doctors and support teams share is to educate patients so thoroughly about their oral health that they see treatment as a necessity, not a luxury. When patients understand the risks of delaying care and the benefits of prevention, they begin to prioritize it. There are more options than ever to make dental care affordable, from financing to loyalty discount plans, even monthly memberships. Cost doesn’t have to be a barrier when value is clearly communicated. Another common misunderstanding is how dental insurance works. Patients often believe it will cover everything, but insurance is a limited benefit . While providers may be in-network, we cannot control reimbursement decisions and denials don’t mean the treatment wasn’t necessary. At the end of the day, the issue isn’t just affordability, it’s patient awareness. When patients are informed, empowered and offered flexible solutions, they make healthier choices.
Sundeep Rawal, DMD. Senior Vice President, Implant Support Services of Aspen Dental (Chicago): There are still a lot of misconceptions about what it means to work for a DSO. Many doctors early in their careers want to be practice owners but think working for a DSO means sacrificing clinical autonomy. This couldn’t be further from the truth. The reality is that a lot goes into running a dental practice that has nothing to do with what doctors are taught in dental school: scheduling, marketing, billing, insurance, payroll, and the list goes on. Trying to manage all of this while also providing excellent patient care can be exhausting and overwhelming. The DSO model handles the business side of running a practice so that doctors can focus on patient care, and with full clinical autonomy. The DSO model also has the added benefits of ongoing training opportunities and access to the latest technologies in dentistry, so doctors have the most up-to-date skills and tools to deliver the highest standard of care available.
Daniel Richards. Chief Executive Officer of CFO Dental Partners (Eagle, Idaho): A big misconception about dentistry right now is that private practices have to sell to DSOs. There are a lot of benefits to joining a group, but the industry will suffer if there isn’t total clarity for the practice owner on what those benefits are and if they’re a good fit for that organization. That’s not always a popular message among DSOs, but we’re seeing many PE-backed DSOs having to make challenging adjustments inside of deals where fit and clarity were not prioritized.
Anna Singh, DMD. Senior Vice President, Clinical Operations of Heartland Dental (Effingham, Ill.): Misconceptions have existed around dentistry forever, such as the idea that a hard toothbrush is better, dental x-rays are dangerous and dental work lasts forever. The biggest misconception in dentistry today is that you only need to see a dentist if something hurts. Many people believe that if they’re not in pain, their teeth and gums are fine, but most dental problems (like cavities, gum disease or infections) develop silently and only cause symptoms when they’re advanced. This mindset leads to delayed treatment, higher costs and worse outcomes. In reality, preventive care and early detection are key to maintaining both oral and overall health.
Mariz Tanious, DDS. Chief Dental Officer of Affinity Dental Management (Holyoke, Mass.): A common misconception is that sugar is the only cause of cavities, when in reality, any fermentable carbohydrate, including bread, pasta and even fruits, can contribute to tooth decay. The real issue is the acid produced by bacteria as they digest these foods, which erodes tooth enamel and leads to cavities. As dentists, we have the education and ability to prevent many oral diseases, but too often we aren’t communicating this information in a way that truly connects with patients. It’s crucial to educate people not just about sugar, but about the vital link between oral health and overall health, empowering them to take better care of both their mouths and their bodies. We need to start treating the whole patient, not just their teeth.
Himanshu Tiwari, MD. Director, Quality and Risk Management of Sun Life Health(Casa Grande, Ariz.): One of the most common misconceptions I hear is that dental care is expensive and that dentists are only there to fix problems. But in my experience, that couldn’t be further from the truth.
I believe that dental care is one of the smartest investments you can make in your health. Preventive care like regular cleanings and check-ups is not only more affordable than people think, it’s also the best way to avoid costly procedures down the road. When small issues are caught early, they can be treated quickly and simply, often saving patients time, money and discomfort.
Another misconception is that dentistry is just about fixing cavities. As a matter of fact, dentists do much more than repair cavities or perform procedures. A major focus of modern dentistry is prevention. Through regular exams, professional cleanings and patient education, dentists work to maintain overall oral health. Comprehensive dental visits include assessments of the gums, tongue, and other oral tissues, not just the teeth, to catch potential issues early and promote lifelong oral wellness.
So yes, while dentists are here when something goes wrong, their real mission is to help make sure it doesn’t.
Sami Webb, DDS. CEO of Epic4 Specialty Partners (Scottsbluff, Neb.): One of the biggest misconceptions about dentistry is that it’s purely cosmetic or routine care like cleanings and fillings. In reality, dentistry plays a critical role in overall health, as oral disease is linked to conditions like heart disease and diabetes. Many people also underestimate the complexity of running a dental practice, it’s not just clinical work, but also managing a team, finances, compliance and patient experience. There’s also a false belief that dentists have an easy or stress-free job, when in truth, many face high rates of burnout and mental fatigue. Lastly, the rise of corporate dentistry is often misunderstood; while some fear a loss of personalized care, it can actually bring stability, innovation and broader access to high-quality treatment when done thoughtfully. In addition, corporate dentistry brings a work-life balance to those doctors faced with burnout so they can focus on delivering high-quality care to their patients.
