Dentists today are expected to provide more services despite ongoing limitations in staffing, insurance, and increased competition. This pressure is pushing many practices to rethink how they define growth and patient care. The most resilient practices will be those that are not chasing volume, but instead adding long-term value for patients.
Children: Your longest-term patients
A common but underutilized opportunity is pediatric airway assessment, which should not be viewed as a specialty service but as part of comprehensive care. A study revealed that around 85% of pediatric patients see their GP for evaluation.¹ A large number of general dentists already see pediatric patients for hygiene visits, emergencies, and sealants.² Provider responsibilities include caries risk assessment, counseling for habit-breaking, and time-sensitive orthodontic referrals to prevent increased complexity, treatment duration, and cost. Timely referrals benefit both the patient and the practice.
Airway awareness
It is important for dentists to perform a basic exam to identify problems related to the airway, such as a narrow or high-arched palate, crossbite, chronic mouth breathing, short upper lip, anterior maxillary gingivitis, enlarged adenoids, and snoring or other sleep concerns raised by parents.³ Early identification and referral position the GP as a preventive and concerned health-care provider, building trust and increasing the likelihood of case acceptance.⁴
Economic advantage for general practices
According to the American Dental Association (ADA) Health Policy Institute, retaining patients is more critical than ever due to reimbursement pressure and staff shortages.⁵ Practices that engage pediatric patients early build family loyalty and generate word-of-mouth referrals, resulting in significantly less spending on new-patient marketing.
Families who feel their children are in good hands are more likely to maintain recall visits and remain compliant with long-term treatment plans. Early intervention reduces treatment costs and financial stress, which can also reduce office stress by minimizing emergency appointments and creating more predictable schedules.⁶
A stronger interdisciplinary relationship with ENTs and orthodontists also develops over time. The dentist builds a reputation as a trusted gatekeeper rather than a passive provider, creating reciprocal referral relationships. In a saturated market, practices that emphasize early intervention and prevention protocols are more likely to stand out.
How GPs can implement this without disruption
The GP can incorporate this into practice by:
- Administering a simple airway assessment
- Using a sleep questionnaire
- Training the team
- Communicating with parents using simple, non-alarming language
Conclusion
Providers who care for children at a young age gain the trust of the entire family, making the youngest patients in your practice a powerful long-term growth strategy. When early intervention and preventive care become part of everyday workflow, practices position themselves for stronger retention, better outcomes, and sustainable growth.
Editor's note: This article appeared in the March 2026 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.
References
- Bader JD. Children’s dental treatment in general and pedodontic practices. J Public Health Dent. 1980;40(2):114-121.
- Brickhouse TH, Unkel JH, Kancitis I, Best AM, Davis RD. Infant oral health care: a survey of general dentists, pediatric dentists, and pediatricians in Virginia. Pediatr Dent. 2008;30(2):147-153.
- Marciuc D, Morarasu S, Morarasu BC, et al. Dental appliances for the treatment of obstructive sleep apnea in children: a systematic review and meta-analysis. Medicina (Kaunas). 2023;59(8):1447. Published 2023 Aug 10. doi:10.3390/medicina59081447
- Economic Outlook and Emerging Issues in Dentistry: December 2024 Report. American Dental Association Health Policy Institute. American Dental Association; 2024. https://www.ada.org/-/media/project/ada-organization/ada/ada-org/files/resources/research/hpi/dec2024_hpi_economic_outlook_dentistry_main.pdf
- Marcus CL, Brooks LJ, Draper KA, et al. Diagnosis and management of childhood obstructive sleep apnea syndrome. Pediatrics. 2012;130(3):e714-e755. doi:10.1542/peds.2012-1672
- Proffit WR, Fields HW, Larson B, Sarver DM. Contemporary Orthodontics. 6th ed. Elsevier; 2018.
