Marketing to Canadian Dental Care Plan Patients
The Canadian Dental Care Plan brought many people back to the dentist, often after years away. Clinics that participate can reach them with plain information, the government's own materials and a front desk that answers coverage questions with confidence.
Should a dental clinic market to CDCP patients?
If the clinic participates in the plan and has capacity, yes. Many people covered by the Canadian Dental Care Plan are looking for a clinic that will see them, and plain information about acceptance and costs is often the deciding factor.
Marketing here is less about persuasion and more about removing doubt. Most of the work happens on the website, the Google profile and the phone.
- Say "We accept the Canadian Dental Care Plan" on the home page, the booking page and the Google Business Profile.
- Explain co-pay and possible extra charges in one short, honest paragraph.
- Train the front desk with a script, shown further down this page.
- Plan chair capacity so new CDCP patients do not crowd out recall for existing patients.
Who is eligible for the Canadian Dental Care Plan?
The Government of Canada's CDCP page lists four conditions: no access to private dental insurance, a filed tax return, an adjusted family net income under $90,000, and residency in Canada for tax purposes. Since May 2025, adults aged 18 to 64 have been able to apply, and applications for the 2026 to 2027 benefit period are open.
| Question | Answer |
|---|---|
| Private dental insurance? | Must have no access to it |
| Tax return? | Must be filed |
| Adjusted family net income | Under $90,000 |
| Residency | Canadian resident for tax purposes |
| Co-pay under $70,000 | 0% |
| Co-pay $70,000 to $79,999 | 40% |
| Co-pay $80,000 to $89,999 | 60% |
| Orthodontics | Currently not available under CDCP |
Use this table to train staff, not as patient advice. Coverage details change, so point patients to the official page for their own situation.
How does a dental clinic participate in CDCP?
Participation is voluntary. According to the government's information for oral health professionals, providers can either register with Sun Life, which administers claims, or accept CDCP claims one by one without registering. Either way, CDCP clients should not be asked to pay the full cost upfront.
| Option | How it works | Marketing implication |
|---|---|---|
| Register with Sun Life | The clinic signs up as a participating provider | You can say "We accept CDCP" with confidence |
| Claim by claim | The clinic decides for each patient and claim | Say "We may be able to accept CDCP; call to check" |
| Not participating | The clinic does not bill CDCP | Do not mention CDCP in ads; answer calls honestly |
Whatever you choose, make the website, Google profile and phone answers match. A mismatch between "Yes, we accept CDCP" online and "Sorry, not for that" on the phone produces complaints and poor reviews.
How should a clinic tell patients it accepts CDCP?
Use plain, factual language and the government's own materials. The CDCP promotional toolkit for providers includes posters, web banners and social media shareables that clinics can use, which avoids writing claims about the plan yourself.
We accept the Canadian Dental Care Plan. Call to check coverage and book a visit.
| Wording | Use? | Why |
|---|---|---|
| "We accept the Canadian Dental Care Plan" | Yes, if registered | Factual |
| "Some services or fees may not be covered; we explain before treatment" | Yes | Sets expectations early |
| "Everything covered with CDCP" | No | Not true for all services or fees |
| "Free dental care for CDCP members" | No | Misleading, and "free" offers are barred in Ontario and Nova Scotia |
Clarity is the whole campaign.
CDCP patients are often anxious about cost. A clinic that explains coverage, co-pay and extra charges plainly earns trust, referrals and fewer billing disputes.
How should a clinic explain extra costs to CDCP patients?
Explain them before treatment, in writing where possible. Patients can be charged extra when the clinic's fee is above the CDCP rate or the service is not covered, and orthodontics is currently not available under the plan. Most frustration comes from learning this at the end of a visit.
- At booking, say that the clinic will confirm coverage and any extra amount before treatment.
- At the first visit, give a written estimate showing the CDCP portion, the co-pay and any extra charge.
- For services that are not covered, explain the options, including private payment.
- Record the explanation in the patient file.
- Put a short version of this on your CDCP page so patients know what to expect.
This honesty is also good marketing. Patients who felt informed tend to come back and send family members. For family households, see family dentistry marketing.
What should the front desk say when a CDCP patient calls?
Give the team a short script that answers acceptance, coverage and cost in the same way every time. Consistency avoids mixed messages and helps new staff handle a common call well.
- "Yes, we accept the Canadian Dental Care Plan." (Or: "We can check whether we can accept your claim.")
- "Do you have your CDCP member information? We will use it to check coverage."
- "Your co-pay depends on your family income, and some services or fees may cost extra. We will confirm before any treatment."
- "We can see you on [day] at [time]. Does that work?"
- "We will send a confirmation with directions and what to bring."
Track CDCP enquiries as their own source so you can see how many become regular patients. The new patients guide covers the tracking table, and recall and retention covers keeping these patients on schedule.
Frequently asked questions
Do I have to accept CDCP patients?
No. Participation is voluntary. Providers can register with Sun Life or accept claims one by one.
Can I advertise that I accept CDCP?
Yes, if it is true. Use plain wording and the government's provider toolkit, and avoid suggesting everything is covered.
Can I charge CDCP patients extra?
Yes, when your fee is above the CDCP rate or the service is not covered. Explain the extra amount before treatment.
Can I ask CDCP patients to pay upfront?
They should not be asked to pay the full cost upfront and claim it back. Bill CDCP and collect only co-pay and extra charges.
Who administers CDCP claims?
Sun Life administers claims for the Canadian Dental Care Plan.
Does CDCP cover orthodontics?
No. Orthodontic services are currently not available under CDCP.
What is the CDCP co-payment?
0% for adjusted family net income under $70,000, 40% from $70,000 to $79,999, and 60% from $80,000 to $89,999.
Where can I get CDCP posters and banners?
The Government of Canada provides a promotional toolkit for providers with posters, web banners and social media shareables.
Should CDCP be on my Google Business Profile?
If you participate, mention it in your services and description so searchers can see it before they call.
Sources & further reading
Regulator rules, platform policies and local data change. These sources let you check the facts on this page, last checked October 5, 2026.