What It Means for the Rest of Us

As a lifelong Wisconsin girl, let me set the scene:

I’ve driven past the Delta Dental headquarters more times than I can count.
I’ve walked the halls of the Delta Dental facility at Marquette.
I’ve had lunch with the provider relations team.
I’ve trained offices all across the state who’ve relied on Delta as the go-to carrier.

And even with how deeply Delta has been woven into the fabric of our state’s dental ecosystem… I didn’t see this twist coming.

The News

In case you missed it, Delta Dental of Wisconsin just bought a group of dental practices, Cherry Tree Dental, to be exact.

Yes, you read that right.

The payer is now also the provider.

This makes them the first dental insurance carrier in Wisconsin history to formally step into the practice ownership space. And while it might sound shocking, this isn’t actually new in the wider world of healthcare. Just ask UnitedHealth, CVS, Elevance, or Humana… they’ve been doing this for years in the medical world.

But This Hits Different

Here’s why this development is stirring so many conversations in dental circles:

Conflict of interest: The same entity approving (or denying) claims is now delivering the treatment. That raises very real concerns about what kind of care patients will receive, and whether cost-saving takes priority over clinical judgment.

Control over access + fees:  This could further limit out-of-network options and reduce fee negotiation power for independently owned practices. If Delta owns the practice, sets the reimbursement, and builds the network… Where's the competition?

It’s not just about one deal: This is about vertical integration becoming the new normal in dentistry. As more DSOs, private equity firms, and now insurance carriers enter the scene, it’s harder than ever to understand who’s actually calling the shots.

Let’s Be Honest: This Isn’t Random

There’s been a slow build-up to this moment. Other payers have made similar moves in primary care, especially in Medicare Advantage plans, where upcoding and in-house management allow insurers to pocket more while appearing to “coordinate care.”

And Wisconsin? We’ve legally allowed non-dentists to own practices for a while now. It was only a matter of time before a carrier took advantage of the same loophole.

This isn’t a conspiracy theory. It’s a very strategic business decision.

And People Are Speaking Up

One of our incredible clients, Dr. Emily Eckdahl, recently posted this powerful reminder on Facebook:

"These offices are disguised as private offices, with unique names and strategic marketing. Many have amazing dentists working for them, but they are handcuffed by the priorities of their investors… If you’re not feeling valued, loved, or satisfied at your current office, private or corporate, MAKE A CHANGE. Advocate for progress and better quality care for you and your family."

YES. 👏 THIS. 👏 EXACTLY.

My Take?

Honestly, I have mixed feelings. Am I surprised? No. Am I concerned? Absolutely. Do I think it’s the end of independent dentistry? Hell no.

But we do need to pay attention. We do need to ask questions. And we do need to start teaching our teams and our patients how to spot the difference between personalized care and corporate control.

So What Now?

If you’re a dentist: now is the time to revisit your values. Patients are craving connection and clarity more than ever. Make sure your practice feels like what it claims to be.

If you’re a patient: don’t just choose based on location or Google ratings. Ask who owns the practice. Ask what their treatment philosophy is. Advocate for transparency.

If you’re in Wisconsin (or anywhere, really): don’t assume that the name on the building tells the full story. Insurance companies may not hang a banner that says “WE OWN THIS PLACE,” but their decisions will be felt at every level.

This isn’t just a business update.
It’s a call to remain informed, empowered, and fiercely protective of the patient-provider relationship that makes dentistry what it should be.

Have thoughts on this? Want help navigating network shifts or planning your next credentialing move? Let’s talk. Because if this is the new normal, we better be damn sure we know how to lead through it