Loren Dental
Raleigh, nc
How Dr. Brett Wells Built a Successful Whitening Maintenance Plan
The Challenge: Patients only come in once
Most whitening services are one-and-done: a patient pays for an in-office treatment, enjoys short-term results, and then fades out of the practice's cosmetic pipeline. While popular, this model left Dr. Brett Wells, founder of Loren Dental and DentalHQ, with a gap. Patients wanted long-lasting whitening, but the traditional fee-for-service approach didn't provide an easy way to maintain results or build recurring revenue for the practice.
The Solution: A Membership Plan Add-On with DentalHQ
Dr. Wells reimagined whitening as a membership plan add-on. This approach was possible because of DentalHQ's customizable plans for every patient, giving his practice the flexibility to design a cosmetic-focused plan that patients actually wanted.
Instead of stopping at a single appointment, he created a two-step whitening maintenance program powered by DentalHQ:
Step 1: Activation Visit - Initial in-office whitening treatment
Step 2: Ongoing Membership - A DentalHQ-powered plan with:
Instead of stopping at a single appointment, he created a two-step whitening maintenance program powered by DentalHQ:
Step 1: Activation Visit - Initial in-office whitening treatment
Step 2: Ongoing Membership - A DentalHQ-powered plan with:
- Custom trays + take-home gel
- Regular gel refills
- Annual in-office whitening touch-ups
- Tray replacements as needed
- Discounts on additional whitening products
What made it work:
Separate Enrollment: Treating whitening as an activation + membership boosted participation.
Separate Enrollment: Treating whitening as an activation + membership boosted participation.
Team Incentives: Staff earned $10 per plan sold, creating excitement and buy-in.
Clear Marketing: Simple brochures and confident team communications drove conversions.
"People want to whiten their teeth - and keep them white," said Dr. Wells. "This program makes that simple. It's an easy yes."
The Results: Recurring Revenue
The whitening membership plan quickly became a recurring revenue stream and a patient favorite. Patients loved the ability to keep their smiles bright year-round with an easy, predictable plan. The practice benefited from:
- More loyal cosmetic patients
- Strong recurring revenue tied to whitening
- A motivated team that actively promoted the plan
Why It Matters
This case highlights a bigger truth: membership plans aren't just for preventative care. With DentalHQ, practices can design plans for every patient - whether it's whitening, ortho maintenance, perio, or family coverage. That means new revenue streams, happier patients, and less reliance on insurance restrictions.
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