7 Steps to Create a £300k+ EBITDA Private, Associate-Led UK Dental Practice

by Arun Mehra FCA

Now remember, It’s not for everyone, but everyone can do it.

These are my 7 steps based on working with 100’s of UK private dental practices over the last 20+ years..

1. Price with Purpose and Build the Right Treatment Mix

In private dentistry, your pricing isn’t about meeting NHS bands - it’s about positioning your services to reflect their quality and value.

• Premium positioning - Patients expect to pay more for exceptional service and outcomes. Review fees annually and benchmark against other private clinics in your area, protecting healthy margins. The look of your practice MUST reflect the prices you are charging, so it’s important, the environment and quality of care reflect the prices being charged.

• High-margin services  -Cosmetic dentistry, Invisalign, implants, whitening, composite bonding, and smile makeovers are often performed in such practices. These not only boost profit per patient but also create impactful, shareable results that fuel word-of-mouth and social proof.

• Membership and plan options – Hygiene plans, whitening clubs, or subscription-style dental care encourage loyalty and predictable cash flow.

I have seen, in private dentistry, the right treatment mix can double your revenue per patient compared to general dentistry alone - making that £300k+ EBITDA target far more attainable.

2. Build a Skilled and Motivated Associate and Hygiene Team

Your associates and hygienists are key to your practice’s success. Their technical ability, patient rapport, and efficiency determine your reputation and profitability.

• Recruit for breadth and specialism – Assemble a team that covers general, cosmetic, orthodontics, implantology, and advanced restorative dentistry.

• Upskill constantly - Fund CPD in cutting-edge techniques. The more your team can offer in-house, the fewer referrals out - and the more revenue stays within your four walls.

• Mentor, don’t micromanage  - You’re there to guide, not to work their list. Monthly performance reviews, case discussions, and business updates keep them aligned and engaged.

When associates feel part of something bigger than themselves, they stay longer, perform better, and help you hit your numbers.

3. Market Like a Private Brand

A thriving private practice lives and dies by its ability to attract and retain high-value patients. Your marketing needs to feel boutique, premium, and trustworthy.

SEO & Local Search

Dominate local search terms like “cosmetic dentist [town]” or “Invisalign [town]”. Create service pages that answer patient questions and showcase your results with professional imagery and video.

Paid Campaigns

Invest in targeted Google Ads for treatments with strong ROI - Invisalign, implants, whitening. The leads from these searches are often ready to book.

Social Media & Reputation BuildingShare transformations, patient testimonials, and behind-the-scenes stories on Instagram, Facebook, and TikTok. In the private sector, your social presence is part of your brand identity.

Marketing is endless, yet essential, to build the brand presence you require, to build the trust you are seeking.

Patients buy the brand, when they trust the brand so all your marketing must be focused on building trust.

4. A Website That Converts, Not Just Informs

Your website is your 24/7 receptionist, and in private dentistry, it has to sell an experience as much as a service.

• Professional design - Sleek, mobile-friendly, with calming colours and high-quality photography.

• Associate focus - Bios that highlight training, specialisms, and personal touches help patients choose and trust their clinician.

• Calls to action everywhere - “Book Now”, “Free Consultation”, “Smile Assessment” buttons should be prominent.

• Data-driven tweaks - Monitor page visits, conversions, and bounce rates, then refine constantly.

But remember, your website is not static; it must be continually optimised, content added, so patients can find you and understand how you can help them.

5. Choose the Right Location and Patient Base

Private dentistry thrives where patients have disposable income and value quality over cost.

I have seen dentists open private practices in low-income areas and struggle, mainly because they never analysed the demographic of their potential patient base.

The key to the right location includes:

• Affluent demographics - Locations with professionals, executives, and image-conscious communities are fertile ground for cosmetic and elective treatments.

• Accessibility & visibility - Parking, transport links, and a prime high-street or landmark location enhance patient convenience and brand perception.

• Tailored offering - A young urban demographic may respond to orthodontics and whitening; a suburban family base might lean toward comprehensive care with cosmetic upsells

6. Monitor the Numbers Relentlessly

Private practice margins can be excellent - but only if you watch them closely. Track:

• EBITDA and profit margins monthly – make sure the bookkeeping is being done monthly.

• Revenue per associate and per treatment type

• Marketing ROI and cost per lead

• Overheads as a % of turnover

• Sources of new patients

Make changes quickly - whether that’s adjusting prices, reallocating marketing spend, or streamlining supplier contracts.

7. Lead With Culture & Experience

In the private sector, how you deliver care is as important as the clinical result.

• Patient experience  - From the first phone call to post-treatment follow-up, every interaction should feel personal and premium.

• Team culture  - Associates and other team members should feel part of a shared mission. Recognition, autonomy, and open communication go a long way. Building a culture of kindness and support will build a strong foundation for trust amongst team members.

• Consistent vision – Even if you’re not on site daily, your leadership sets the tone through clear goals and visible values.

The Pay-Off

A £300k+ EBITDA private, associate-led practice gives you the rare combination of profitability and freedom. You can scale, open a second site, or simply enjoy a business that works for you - not the other way around.

It’s built on strategy, not chance: premium pricing, a strong treatment mix, exceptional associates, sharp marketing, and a focus on the patient experience.

And most importantly - it’s proof that in private dentistry, you can lead from beyond the chair, building a legacy that is both financially powerful and personally fulfilling.

Arun Mehra is the founder and CEO of Samera, a specialist accounting and advisory firm dedicated to serving dentists. Over the past two decades, Arun has built Samera from a single-client startup into a full service group guiding practices on tax, acquisitions, financing, growth, and exit strategy. (samera.co.uk)

Under his leadership, Samera has become a go-to partner for dental professionals seeking clarity and control over their financial future. The firm offers tailored services like practice valuations, debt advisory, and financial systems implementation, all with deep dental industry understanding. (samera.co.uk)

👉 Learn more about Arun and Samera here: https://samera.co.uk (samera.co.uk)