For Dr. Lon, the frustration had been building for years.
He ran a successful solo practice with over 4,000 active patients—about half tied to a single major insurance provider. When the latest round of cuts came, Lon didn’t flinch. He made the bold decision to walk away from the contract.
Most would say he was crazy.
But Lon didn’t make a “jerky move.” He made a strategic one.
No Mass Emails. No Jerky Moves.
Instead of sending a generic letter, Lon personally spoke with patients over a six-month period. He explained the change, reassured them, and showed why his care was worth it—even if insurance wouldn’t cover as much.
And it worked.
Year One: Revenue held steady at $1.8 million.
Year Two: Revenue increased by $160,000—with fewer patients and fewer visits.
The result: Lon worked less, kept the patients who valued his care most, and earned more.
The Real Lesson
Going out of network isn’t about cutting ties—it’s about communication and leadership. Lon’s team was trained. His systems were tight. And his patients stayed loyal because they trusted him.
The big takeaway?
It’s not just about going out of network. It’s about how you lead your patients through the change.
Thinking About Dropping Insurance?
This case is only one example from Steven J. Anderson’s Should You Be Insurance Free? framework, which explores both sides: staying in-network successfully—or moving out with confidence.
If you’re considering a change, don’t go it alone. The Total Patient Service Institute helps practices build the verbal skills, systems, and strategy to keep patients—and profitability—strong.
Learn more at Total Patient Service Institute.
