Selling Corporate Dental Check-Up Packages: A Guide for Private Dental Practices

Which companies should I approach?

The first step in selling a corporate dental check-up agreement is finding the right target. SMEs with 15–200 employees are the most receptive segment: large enterprises typically already have occupational health programmes locked in with major providers, while sole traders rarely have the budget. Focus on companies in that middle band — particularly office-based businesses (think professional services, not manufacturing floors).

Which sectors? Accountancy firms, law practices, management consultancies, software agencies, insurance brokers — anywhere desk workers spend most of their day and dental health quietly slips down the priority list, yet where employers are actively looking for tangible employee wellbeing perks. A 3 km radius around your practice is a sensible starting boundary: same-city clients mean same-day emergency cover, which is a genuine selling point. Building a list of office-based SMEs in that radius should be your very first concrete action in this process.

How do I get in touch, and who actually makes the decision?

The decision-maker is either the HR Manager or the business owner — don't agonise over which. For companies under 50 people, go directly to the owner or MD; once there is a dedicated HR function (typically above 50 employees), that's your primary contact. A short personal message on LinkedIn or a signed, practice-branded email are both effective for that first touch.

Do not send a full proposal in the opening message. A format like "Hi [Name], I'm reaching out from [Practice Name] — we're local to you and I'd love to arrange a 15-minute call to talk through a staff dental check-up package we offer to companies like yours" is enough. Your only goal at this stage is to secure the meeting; the sale happens in the meeting. The proposal document comes after that conversation, not before it.

What should the proposal include?

Your corporate check-up proposal needs to make the following elements crystal clear:

• Scope of service: Spell out exactly what is included — annual oral examination, X-rays, scale and polish, and so on. Vague language like "general dental check-up" creates disputes down the line.
• Pricing model: A fixed per-head fee or a tiered annual package (bands of 10, 20, 50+ employees work well). Show the bands clearly.
• Appointment logistics: Explain how employees book slots — whether through a dedicated booking link, a block-scheduling system, or a dedicated clinic day — and how that integrates with your existing diary.
• Reporting: Commit to providing HR with an anonymised group usage report. Never share individual patient data without explicit consent — this would be a GDPR violation in most markets. Clinics that address this clearly and proactively earn immediate trust from HR managers who are acutely aware of data compliance obligations.

Keep the proposal to a single page wherever possible. Business decision-makers do not come to read clinical terminology; benefits and logistics should lead, clinical detail should follow.

How do I set the price?

Your corporate rate should sit below your standard private fee — but that discount rewards volume, not the client. A company that guarantees 20 employees per year delivers predictable appointment fill and zero marketing spend, which is typically more valuable than 20 unrelated private bookings acquired through advertising.

Use your standard exam + X-ray + clean fee as the anchor and work outward from there, discounting in the 15–25% range for corporate agreements. Avoid publishing a fixed corporate price list before you know the details: learn the company's headcount, location, likely uptake rate, and year-on-year renewal expectations first, then price each proposal individually.

Do healthcare advertising rules apply to B2B outreach?

In most markets — including those governed by bodies such as the UK's Advertising Standards Authority, the General Dental Council's ethical guidelines, or similar regulators in other jurisdictions — restrictions on health advertising are primarily aimed at consumer-facing promotions. A B2B proposal document sent directly to a company's HR or management team is generally treated differently from a public advertisement.

That said, it is worth avoiding language like "guaranteed results", "best practice in the region", or "unbeatable price" in both proposal documents and outreach emails — as much for professional ethics as for minimising any regulatory risk. Check the specific rules in your country if you are unsure, since requirements vary.

For the consent angle: in a corporate agreement, it is HR's responsibility to obtain informed consent from each individual employee before they attend. Make this explicit as a clause in your contract — corporate clients who see this handled clearly are far more willing to sign, because it takes the compliance burden off them.

How do I keep the relationship going after signing?

Once the agreement is in place, let HR manage the annual reminder to employees — you provide the booking link or phone number, and they push it through their internal channels. This keeps you clear of any direct unsolicited contact with individual employees, which matters under GDPR and its equivalents.

At the end of each contract year, share an anonymised usage report with HR: how many employees attended, which services were most used, any aggregate trends. This creates a natural, evidence-based conversation for renewal negotiations. Satisfied employees also become the most organic referral source your practice can have — corporate clients reliably generate individual private patients over time.

Where do you start?

Your single concrete action this week: list 10 office-based businesses within 3 km of your practice that have between 20 and 100 employees, and identify the right contact for each — owner or HR Manager. Once the list is ready, draft a short, personalised outreach email for each one.

If you want to make the prospecting and outreach process systematic and repeatable, the LeaderMix blog has further guides on B2B outreach workflows — or explore a plan suited to your practice to see how LeaderMix can surface and contact local businesses on your behalf.