In the fiercely competitive landscape of dental service organizations, most approaches to staffing remain reactive rather than strategic. The focus is most often on short-term wins—filling a chair for a day or covering a shift at the last minute—instead of building a foundation for sustained growth. However, as patient demand surges and market competition intensifies, leadership at forward-thinking DSOs are shifting their perspective. They treat staffing not as a stop-gap measure, but as a strategic lever for long-term profitability.
To explore this approach, I recently spoke with several DSO executives and dental leaders within the onDiem network: John Murphy, Vice President of Talent Acquisition at Aspen; Joshua Perry, CEO of Access Care; and Misty Mattingly RDH, BS, Senior Vice President and Chief Dental Hygiene Officer at Sage Dental. As some of the most experienced authorities in our industry, they candidly shared both the challenges their organizations have faced and the strategies they’ve adopted to turn staffing into a competitive advantage. Their insights, combined with broader trends, shed light on how DSOs can reframe workforce challenges as opportunities for sustained growth.
The Staffing Conundrum: Why Now?
“We’re at a crossroads,” said John Murphy of Aspen. “Demand for dental services is at an all-time high, and the workforce just isn’t keeping up. That puts enormous pressure on us and our margins.”
Murphy’s perspective is critical. In the midst of rising labor costs, evolving patient expectations, and expanding access to dental care, practices must find innovative and flexible ways to maintain capacity.
This challenge highlights a critical gap in the traditional DSO staffing model. In their quest to attract top talent, practices may sometimes underestimate the factors that keep employees engaged and committed long-term. (Smaller practices with limited resources, in turn, may not always be aware of state and local laws that require even part-time dental workers to be classified as W-2 employees entitled to all associated benefits and protections.) For many dental workers, particularly part-time staff, access to benefits and flexible scheduling can be a non-negotiable.
Addressing these issues requires creative and strategic solutions, such as collaborating with staffing partners who can offer benefits and administrative support that DSOs and practices may struggle to provide on their own. By tackling these gaps proactively, DSOs can not only reduce turnover but also enhance employee satisfaction and loyalty.
Let’s explore how staffing can become a growth driver by focusing on three critical elements: retention, quality, and optimization.
The New Growth Equation: Retention + Quality + Optimization
Transforming staffing into a growth driver requires a multi-pronged approach that prioritizes retention, quality, and optimization. These three elements come together to create a sustainable staffing strategy that addresses immediate needs while positioning the DSO for long-term growth and success.
Benefits as a Competitive Edge
Retention isn’t just about keeping staff; it’s about reducing the costs and risks of turnover. According to Joshua Perry of Access Care, “One of our early pain points was losing part time employees who needed a more comprehensive health insurance program. At the time, we simply couldn’t offer it without skyrocketing costs or administrative headaches. That’s where our staffing partnership with onDiem came into play.”
Staffing companies such as onDiem are W-2 compliant nationwide, allowing them to provide all dental professionals (regardless of their full-time or part-time status) on their platform with W-2 benefits such as comprehensive health insurance, PTO, malpractice insurance, workers’ compensation insurance, and more. Through onDiem’s SafePay™ offering, practices and organizations such as Access Care have been able to hire and book their own temps through onDiem’s platform—immediately granting them access to these benefits without dealing with the administrative burden or cost.
Perry credits onDiem for Access Care’s improved retention rate, noting that it increased significantly within the first year of partnership. “This partnership was a game-changer for us,” says Perry. “It allowed us to provide benefits to our essential part-time and temp employees without the administrative headaches—and was more cost-effective than building the infrastructure ourselves.”
Choosing a staffing partner that allows for this arrangement not only can enhance retention for the DSO, but also position the DSO as an employer of choice in a highly competitive labor market.
Building a Pipeline of High-Performing Talent
Retention alone isn’t enough; DSOs must also ensure that the talent they retain and recruit is top-notch. “Like any other dental organization, we’ve had our share of mismatches,” Misty Mattingly of Sage Dental admits. “Sometimes we’d bring in a temp who wasn’t a good fit, and it would disrupt the team dynamic or patient experience.”
Mattingly’s solution? Building a pipeline of high-performing talent. “Our philosophy is simple: hire the best temps, and rehire them when possible,” Mattingly explained. “By treating temporary staff as an extension of our team, and choosing a staffing partner with the same philosophy, we’ve reduced mismatches and built a high-quality pipeline.”
Staffing services can play a pivotal role here by offering access to pre-vetted professionals—and in the case of onDiem, by providing access to fully W-2 compliant and certified workers to mitigate costly legal risk. Additionally, sophisticated staffing platforms allow DSOs to track and re-engage high-performing temps, creating a seamless talent pipeline.
“It’s not just about filling roles; onDiem has helped us create a system where we know the best possible talent is always within reach when we need them,” Mattingly emphasizes. “That confidence lets us focus on scaling our business and improving our standards of patient care.”
Flexible Solutions for Dynamic Needs
Staffing challenges are rarely static or fully predictable. Holidays, unexpected sick leaves, and the addition of new columns or service lines all demand flexibility. “One of our biggest headaches was managing staffing during peak periods,” Murphy noted. “We’d often end up short-handed, and it impacted patient satisfaction and care.”
Murphy’s challenge is unfortunately shared across the DSO and practice community. But by moving away from traditional and frenzied “whack-a-mole staffing,” as Murphy puts it, and toward staffing strategy that maximizes your practices’ capacity, a DSO stands to gain for the years to come. “At several of our locations, dental chairs regularly went empty, because it’s hard to ramp up when you’re in the throes of high patient need,” he explained. “Our staffing partner helped our team switch our approach, and now we are proactively staffing to each location’s full capacity, treating more patients, and witnessing significant growth in our margins.”
Flexible staffing solutions such as onDiem expertly adjust to dynamic needs—enabling DSOs to cover peak periods year-round; test new markets or specialties by bringing in specialized talent temporarily; and expand operating hours or columns without immediately committing to full-time hires.
“Our staffing partner helps us adjust in real-time,” Murphy added. “That flexibility has been a big part of our growth story.”
Dental Staffing: A Strategy for Sustainable Growth
Our partner organizations offer a compelling example of how DSOs can evolve their approach to staffing. By focusing on retention, quality, and optimization—and by partnering strategically with a staffing service — they’ve turned a regular challenge into a driver of growth.
“Staffing isn’t just about today,” Murphy said. “It’s an investment that can pay off with growth and profitability. It’s about building the kind of workforce that ensures we’re here tomorrow.”
