It’s been fascinating watching the dental conversations circulating on social media lately. Depending on which thread you stumble into, you might think dentistry is either booming, burning, or just quietly trying to remember where it put its loupes.

On one side of the discussion, after what felt like a brief hiatus from their aggressive growth models, Canada’s major corporate dental groups may be snapping back to life.

This should not come as a big surprise given recent events. The big announcement that  Dentalcorp is returning to private ownership after its public-market adventure may be a significant signal. Private investors rarely buy a company just to sit back and admire it—they tend to arrive with a plan, a growth model, and perhaps a colour-coded spreadsheet or two.

Not to be left behind, 123Dentist added some fuel of its own by appointing Jeff Leger as CEO. Coming from Shoppers Drug Mart, he knows a thing or two about expanding a national brand. Under his leadership, 123 has already acquired MCA, and perhaps even more notable, launched a national advertising campaign.

Now, I’m not predicting a future where every one of their locations suddenly sports a big glowing “123Dentist” sign. But it is the first time we’ve seen a major Canadian DSO openly embrace public branding instead of quietly operating behind the scenes.

And honestly? I applaud it.

Whether you’re a DSO, a mid-sized group, or a solo practitioner with three ops and a gold-standard hygiene team, every dentist needs a brand—one you actually show off rather than keep tucked away like a CE certificate from 2004.

But many private practitioners remain hesitant. Dentistry, after all, is a noble profession. We alleviate pain, restore health, and prevent future problems. Surely we shouldn’t have to gasp “sell” anything, right?

Well… let’s consider the headwinds we’re all facing as 2026 heads our way like a patient walking in at 4:59 p.m.

Labour costs: Not dropping anytime soon

Across most sectors, labour is in short supply, and dentistry is no exception. Quality team members know their worth, and yes, they expect to be compensated accordingly.

And beyond competitive wages, you’ll need to offer a work environment that keeps people engaged, supported, and—dare we say it—happy. That means investing in your team. And while you’re at it, invest in yourself too.

Rent: The landlords still hold the ball

Rent remains another stubborn expense. Location, of course, matters, but corporate landlords still have significant leverage in most of the high-traffic spaces dentists prefer.

Lease negotiations are not the kind of thing you should approach with a “do it yourself” mindset. You need strong legal support to make sure your interests are protected. Even then, you may have to simply look to how you can minimize any increase to your monthly rent when your lease is up for renewal. (Pro tip: start negotiations early—your future self will thank you.)

Supply costs: The drip continues

Supplies haven’t become more affordable, either. Better inventory systems can prevent expensive stock from expiring quietly in the back of a cupboard. Buying groups can help soften the blow. But the reality remains: costs are rising.

So, what now?

How you practice—the technology you embrace, the systems you implement, the business decisions you make, and yes, the brand you build—will shape your long-term success.

You can absolutely remain true to dentistry’s noble foundations while recognizing that business strategy isn’t about “selling out.” It’s about sailing smarter.

A strong business plan is simply your compass in choppy waters. And let’s be honest: none of us would take a boat out into rough seas without a compass… yet many practices are doing exactly that with their business.

As the New Year approaches…

Ask yourself: What will I do differently? Where is my practice headed? And am I steering—or just drifting?

Because without a good compass, you may still be sailing…but you’ll have no idea whether you’re heading toward success—or toward the rocks.