The correct way to announce a dental practice transition to patients and staff
The way you communicate the decision to sell your dental practice is crucial. Timing and messaging can make all the difference in a smooth transition. Striking the right balance between transparency and preparation helps reduce stress and set the stage for success. This decision doesn’t just impact you—it affects your team, patients, and the overall transition process.
When is the right time?
Timing is everything when announcing your practice transition. Sharing the news too early can cause confusion, while waiting too long can create distrust. You may want to err on the side of later rather than sooner to avoid sharing information prematurely. This can prevent unnecessary stress, rumors, or panic among your patients and staff.
Announce the news to your team when you have the primary transaction details ironed out. Be prepared to answer questions about the buyer, the timeline, and the overall transition process. I recommend you inform your team about one to two weeks before the closing date, once the asset purchase agreement (APA) is signed. This allows time for everyone to process the news while avoiding prolonged speculation.
You should let your patients know about the transition after the sale is finalized. Waiting until post-close helps maintain trust and ensures continuity of care.
How do you tell your team?
Delivering the news to your team requires careful planning to ensure minimal disruption and maximum clarity. Be strategic and thoughtful as you think through the timing and setting. Choose a moment when the team can focus without distractions. Avoid sharing the news in the middle of a busy workday. Instead, consider an after-hours meeting or a team gathering to create a supportive environment.
Be thoughtful about how you introduce the buyer. In most cases, it’s recommended that the buyer introduction take place during a meeting separate from the initial announcement. Staff members often need time to process the information and deal with the mixed emotions that a business sale can bring.
What should the messaging be?
Your messaging impacts how the transition will be received by patients and staff, so be thoughtful in what you say. As you share the news, maintain positivity. Emphasize the benefits of the transition for your team, patients, and the practice future. Highlight how the buyer shares your vision for the practice and will uphold its reputation and values. Help your team feel confident by endorsing the buyer’s qualifications and their plans to elevate the business.
With a unified vision and a focus on retention, express kindness and reassurance to your patients and staff. Openly address any concerns. Reassure your team and patients about the continuity of care and the stability of the practice. Remind everyone that their role is essential to the continued success of the practice under new ownership.
What if your staff finds out sooner than planned?
If your staff learns about the sale before you’re ready to announce it, I suggest three options to manage the situation.
1. Address early discoveries openly: Acknowledge the situation and share that you’re exploring options. Reassure them that their interests are a priority.
2. Brush it off cautiously: If you’re not ready to disclose details, let them know you’re considering options but emphasize that nothing will change in the immediate future.
3. Honesty is key but be selective: Respond calmly and avoid over explaining. Provide only the necessary information to maintain trust.
Clear, thoughtful communication is essential when announcing a practice sale. The right timing and messaging can help ensure a smooth transition that benefits your team members, patients, and the new buyer.
Editor's note: This article appeared in the March 2025 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.
