The recent decision by the Competition and Markets Authority (CMA) to launch a market study into the UK private dentistry sector has sent a clear message to dental practices across the country: pricing transparency, patient trust and fair competition are now firmly under the spotlight.
The recent decision by the Competition and Markets Authority (CMA) to launch a market study into the UK private dentistry sector has sent a clear message to dental practices across the country: pricing transparency, patient trust and fair competition are now firmly under the spotlight.
For many dentists, this is not a cause for concern—it is an opportunity.
Practices that already deliver clear treatment plans, ethical recommendations and transparent fees are well placed to thrive. But for others, this is the moment to review systems, pricing models and patient communication.
At Private Dental Mentor, we help dentists build profitable, compliant and patient-focused private practices with pricing strategies that are fair, transparent and commercially strong.
The CMA has stated it wants to understand whether the private dentistry market is working well for consumers. Its review covers:
This follows rapid growth in private dentistry, with more patients turning to private care due to limited NHS availability and increasing demand for flexible, high-quality treatment.
“Private dentistry has grown quickly in recent years, but growth must always be matched by clarity, consistency and trust. Patients deserve to know exactly what they are paying for and why.”
— Dr Ahmad Nounu (Doctor A), Founder & Clinical Director, Private Dental Mentor
The days of vague fee guides, unclear treatment costs and inconsistent patient communication are ending.
Patients increasingly expect:
Practices that fail to modernise risk reputational damage, reduced conversions and possible regulatory scrutiny.
Practices that lead with trust and transparency will win.
“Transparency is not a threat to dentistry—it is one of the greatest growth opportunities a practice can embrace.”
— Dr Ahmad Nounu (Doctor A)
One of the biggest misconceptions in dentistry is that “fair pricing” means low pricing.
It does not.
Fair pricing means charging appropriately for:
Many dentists undercharge because they lack confidence in presenting fees—not because their dentistry is worth less.
That creates stress, burnout and an unsustainable business model.
“Too many talented dentists undercharge because they fear rejection. Patients are rarely paying for a filling or an implant alone—they are paying for trust, skill, reassurance and results.”
— Dr Ahmad Nounu (Doctor A)
At Private Dental Mentor, we help dentists create pricing systems that are both ethical and profitable.
We help you understand where your fees sit within your local market and whether they reflect your level of service, experience and outcomes.
We show your team how to explain treatment options and fees clearly, professionally and without pressure.
We calculate true chair-time profitability, overhead recovery and realistic margins so your pricing supports growth.
Patients accept treatment when they understand value—not when they feel “sold to.”
Transparent practices generate stronger reviews, referrals and loyalty.
“The most successful practices in the next five years will not necessarily be the cheapest or the flashiest—they will be the clearest, most trusted and best communicated.”
— Dr Ahmad Nounu (Doctor A)
The CMA investigation reflects a broader shift already happening in healthcare:
Patients want to feel informed, respected and in control.
Dentists who embrace that shift now will future-proof their practices while increasing profitability the right way.
If the answer to any of these is unclear, now is the time to act.
At Private Dental Mentor, we help dentists grow ethical, profitable private practices through smarter pricing, stronger communication and premium patient experience.
“The CMA review should not create fear. It should inspire practices to become better businesses and better patient experiences.”
— Dr Ahmad Nounu (Doctor A)
Get in touch with Private Dental Mentor today and build a practice that is transparent, trusted and thriving.
How much can a private associate dentist really earn in the UK? This guide breaks down daily gross, associate percentages, licence fees and the key factors that influence private dental income.
Are you ready to thrive in private practice? Explore the confidence, communication, treatment-planning and career skills that help associates progress; then take our 3-minute Private Practice Ready Assessment.
Black Swan Dental Spa, Private Dental Mentor’s clinical neighbours, have been shortlisted in four categories at the Private Dentistry Awards 2026, recognising the team’s commitment to outstanding patient care, digital dentistry and private practice excellence.
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