15th Apr 2026

CMA Investigation into Private Dentistry: How Dentists Can Price Fairly, Transparently and Confidently

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.

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Why Is the CMA Investigating Private Dentistry?

The CMA has stated it wants to understand whether the private dentistry market is working well for consumers. Its review covers:

• How patients compare practices and treatment options
• Whether pricing is clear and accessible
• If costs have risen fairly in line with inflation
• Whether any misleading, unfair or anti-competitive behaviours exist
• How complaints and redress are handled

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

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What This Means for Dentists

The days of vague fee guides, unclear treatment costs and inconsistent patient communication are ending.

Patients increasingly expect:

• Clear pricing before treatment starts
• Written treatment options with transparent fees
• Confidence that recommendations are clinically justified
• Easy comparison between providers
• No surprise charges or unclear extras

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)

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Fair Pricing Does Not Mean Cheap Pricing

One of the biggest misconceptions in dentistry is that “fair pricing” means low pricing.

It does not.

Fair pricing means charging appropriately for:

• Clinical skill and experience
• Time required
• Materials and lab costs
• Team overheads
• Technology investment
• Local market demand
• Quality of patient experience

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)

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How Private Dental Mentor Helps Dentists Price Confidently

At Private Dental Mentor, we help dentists create pricing systems that are both ethical and profitable.

1. Fee Benchmarking & Positioning

We help you understand where your fees sit within your local market and whether they reflect your level of service, experience and outcomes.

2. Transparent Patient Communication

We show your team how to explain treatment options and fees clearly, professionally and without pressure.

3. Profitability Without Overcharging

We calculate true chair-time profitability, overhead recovery and realistic margins so your pricing supports growth.

4. High-Trust Treatment Presentation

Patients accept treatment when they understand value—not when they feel “sold to.”

5. Long-Term Reputation Growth

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)

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The New Era of Dentistry: Trust + Value + Clarity

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.

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Questions Every Practice Should Ask Now

• Are our fees clearly visible and easy to understand?
• Do patients know total costs before agreeing treatment?
• Can our team confidently explain fees without discomfort?
• Are we undercharging due to mindset rather than strategy?
• Are we positioned as premium, value or budget—and is that intentional?

If the answer to any of these is unclear, now is the time to act.

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Work With Private Dental Mentor

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)

Ready to review your pricing strategy?

Get in touch with Private Dental Mentor today and build a practice that is transparent, trusted and thriving.