The dental staffing space has felt the long-term effects of the COVID-19 pandemic, with an ongoing shortage of dental hygienists and dental assistants.
According to a recent poll from the American Dental Association, recruiting hygienists and assistants has been difficult for dental practices and DSOs. Of the more than 500 respondents, more than 90% said that recruiting dental hygienists has been "extremely" or "very" challenging. More than 60% said the same of dental assistants.
Travis Franklin, CFO of Heartland Dental, and Kevin Prehn, president of Concorde Career Colleges, recently connected with Becker's to discuss how dental staffing has evolved over time and best strategies for dental practices and DSOs when it comes to recruiting and retaining staff.
Note: Responses were lightly edited for clarity and length.
Question: How has staffing in dentistry changed and evolved since the COVID-19 pandemic?
Travis Franklin: The COVID-19 pandemic brought about significant changes in dental staffing from 2020 to 2024. We initially experienced a 15% reduction in dental assistants and hygienists, alongside accelerated retirements among older professionals. This led to a wage inflation of 12-18% for hygienists as practices vied for talent. The industry adapted with increased part-time scheduling, greater reliance on dental support organizations and temporary staffing, while also expanding teledentistry services.
Current challenges include staff shortages in rural areas, higher turnover rates compared to pre-pandemic levels, and rising labor costs impacting practice economics. Practices have responded by enhancing value propositions, offering workplace flexibility, and implementing cross-training programs, although the labor market remains tight with ongoing competition for qualified personnel.
Kevin Prehn: The COVID-19 pandemic exacerbated workforce shortages as many professionals opted for early retirement or left the field. As a result, dental practices are forced to compete for skilled staff. Even before the pandemic, we saw demand for hygienists grow. With the aging population and the link between oral and overall health, we're seeing people prioritize oral care more.
Q: What are some best strategies for dental practices and DSOs to recruit and retain dental hygienists and dental assistants?
TF: Effective strategies for recruiting and retaining dental hygienists and assistants begin with compensating team members based on fair market value principles, demonstrating the value of their expertise. Beyond fair pay, it is essential to create a culture where dental professionals feel respected as crucial contributors to patient care. This involves the cross communication of clinical decisions with the doctor, supporting their growth through education and mentorship and fostering open communication. Providing modern equipment, efficient processes and scheduling flexibility that allows for work-life balance are also vital. Leaders should prioritize regular check-ins, address concerns promptly and create a psychologically safe environment where team members feel heard and valued.
Simple gestures like remembering birthdays, accommodating scheduling requests when possible and publicly recognizing excellent work help build loyalty. Most importantly, treating hygienists and assistants as skilled professionals, by involving them in treatment planning, respecting their clinical judgment and supporting their growth, creates an environment where they want to build long-term careers. The strongest value proposition combines competitive compensation with meaningful work, growth opportunities, and leadership that demonstrates genuine care and appreciation. People rarely leave businesses; they leave environments where they do not feel valued, respected or fairly compensated.
KP: They'll have to get more competitive with their compensation packages, as well as benefits like sign-on bonuses, student loan repayment and professional development. Workplace culture is key. Coming out of the pandemic, priorities have shifted, with a strong desire for work-life balance, particularly among younger generations. So cultivating a welcoming, supportive environment with employee recognition and some level of flexibility in schedules, can help attract and retain talent.