MARKETING

Seniors may be your next growth engine

America is aging, and DSOs have an opportunity to turn the “Silver Tsunami” into a gold rush.

What’s happening: Older adults are no longer a niche patient segment. The U.S. 65‑and‑older population hit 61.2 million in 2024, now accounting for 18% of the country. By 2050, that number is expected to swell to 82 million, making up almost a quarter of the population.

Why it matters: In a flat demand environment where DSOs are surviving on fee hikes rather than volume growth, seniors offer a serious growth opportunity. They have higher utilization, higher acuity, and they actually show up.

Yes, but: The senior segment functions as a fundamentally different business within your DSO, marked by more complex needs, bigger treatment plans, and elevated operational risk.

• More teeth, more trouble: Complete tooth loss has dropped to ~13%, but 20% of seniors have untreated decay.

• The medical heavy lift: Most seniors live with multiple chronic conditions, 90% take at least one prescription drug, and 39% take five or more.

• The dry spell: Xerostomia affects up to 40% of patients over 80, fueling a cycle of root caries and failure of existing restorations.

• Uneven insurance coverage: A recent analysis of adults 65+ estimates about 43% have public dental coverage (Medicare Advantage, Medicaid, VA, IHS), 25% have private coverage, and 32%, roughly 18.9 million people, have no dental coverage at all.

When seniors do make it into the chair, the dollars are real. Older adults use roughly similar amounts of care but more expensive procedures, with average submitted charges per treatment 24% higher among people 65+ than younger adults.

What you can do: Treating 75-year-olds like other adult patients (just slightly grayer) is a recipe for clinical failure and lost margin. Here is how to operationalize a "Silver Care" strategy:

• Design "geriatric-friendly" ops: Ditch the generic "new patient" template. Build workflows for longer appointments, simplified tech options, and mobility support (wheelchair access is non-negotiable).

• Target the caregiver: For frail or cognitively impaired patients, the decision-maker is often an adult child. Adjust your marketing and consent workflows to include close family members who may be making care decisions.

• Medical-grade workflows: Standardize medication reviews. Your teams need clear rules on anticoagulants, epinephrine dosing for cardiac patients, and handling "Beers List" drugs.

• Build a senior‑ready payer and pricing strategy. Treat Medicare Advantage (MA) dental benefits as a constrained asset. Train teams to check remaining annual maximums, prioritize disease control, and phase elective work.

• Align financing with senior realities. Offer simple, low‑friction financing (installments, memberships) for seniors who opt to pay out-of-pocket.

Bottom line: The senior surge is not a future projection; it’s probably already in your schedule. DSOs that deliberately design for the "Silver Tsunami"—clinically and financially—will unlock a high-value, loyal patient base. Those that don't will just watch their schedule churn.