DSO success is becoming largely dependent on how much value and support organizations can offer their partners, according to one executive.
James Jones, the CEO of Cal Dental USA in Los Angeles, recently connected with Becker’s to share his predictions for what the DSO field will look like in five years.
Note: This response was lightly edited for clarity and length.
Question: What will the DSO/MSO landscape look like in five years compared to today? What will we see more of, and what will we see less of?
James Jones: I believe the DSO/MSO landscape will look very different over the next five years. When we started, everyone wanted to be a DSO. Today, I think the most successful groups will be those that evolve beyond being just a DSO and become true business partners through an MSO model.
At Cal Dental USA, that’s exactly where we’re headed. This isn’t something we’re planning to do someday — it’s already happening. Over the last two years, we’ve added 11 affiliated MSO locations because we believe dentists today want flexibility. They want support in marketing, HR, recruiting, compliance, technology, purchasing and operations without necessarily giving up ownership of their practice.
That’s one of the reasons we brought in Ian Miller. His experience is helping us quarterback this next phase as we continue building an organization defined not by one model, but by the value we bring to doctors.
I think we’ll see more affiliation models, strategic partnerships and MSOs that empower independent dentists to grow while keeping their identity. We’ll see less of the traditional “buy everything” mentality. The future belongs to organizations that can offer options, create value and meet doctors where they are.
For us, the question is no longer, “Are you a DSO or an MSO?” The question is, “How much value can you create for the doctors you serve?” I believe that’s where this industry is headed.
At the Becker's 5th Annual Future of Dentistry Roundtable, taking place September 14-15 in Chicago, dental leaders and executives will gain insights into emerging technologies, practice growth strategies and the evolving landscape of dental care delivery, with a focus on innovation, patient experience and operational excellence. Apply for complimentary registration now.
