Opening a dental practice in a small town or rural area: what to check

Small towns and rural areas often have far more residents per dental office than cities do. That can mean less competition and a loyal patient base. It can also mean a smaller population, lower incomes or a hard-to-staff location. The numbers help you tell which one you are looking at.

Why rural markets can look so open

Across the US there are about 3,860 residents per general dental practice. Many rural counties are far above that, and some have no general practice at all. In the Virginia Beach area, for example, Camden and Gates counties in North Carolina have no general dental practice in our verified data, and Tunica County in Mississippi has none in the Memphis area.

An open market is a reason to look closer, not proof of an opportunity.

Source: Dentagraphics verified practice counts, October 2026.

What to check

1. How far people already travel

In rural areas, patients often drive to a nearby larger town for dental care, shopping and work. Look at where people commute and shop. If they already pass several dental offices on the way, a new practice in their hometown competes with those offices too.

2. Population trend

A shrinking population makes a thin market thinner over time. A growing one, often near the edge of a metro, can turn an open market into a strong one. Compare growth for the town, the county and the nearest metro.

3. Income and payer mix

Check median household income, the share of residents below the poverty line and Medicaid enrollment. Many rural practices serve a high share of Medicaid patients, which suits some practice models better than others.

4. Age

Older populations need more restorative, periodontal and denture work. Younger, growing communities need more preventive and pediatric care.

5. Staffing

Hiring hygienists and assistants can be harder in small towns. Ask local dental offices, schools and staffing services what hiring looks like before you commit.

6. Room for one more, or room for one

In a small town, the question is often whether the market supports one more office, or whether the existing dentist is close to retiring. Buying a retiring dentist's practice can be a better way into a small market than opening next door. See how to find a practice to buy that isn't listed.

Frequently asked questions

Is it a good idea to open a dental practice in a small town? It can be, especially where the population is stable or growing and residents don't already travel to a nearby city for care. Check growth, income, travel patterns and staffing before you commit.

How many people does a rural dental practice need? There is no single number. Compare the area around your site with the US average of about 3,860 residents per general practice, and with its county, and weigh income and growth alongside it.

Are there programs that help dentists practice in rural areas? Some states and federal programs offer loan repayment for dentists in underserved areas. Check your state's dental association and health department.

How Dentagraphics helps

Free plan: state and county demographics and competition, including every rural county.
Start/Buy membership ($149 per month): unlimited address and area searches, plus Practice Finder to see the practices in and around any town.
Single-Site Study ($695) or Area Analysis ($745): a demographer studies the town and its surroundings and writes the analysis.

Our competition data covers 118,330 US dental practices verified by hand. We do not broker practices and hold no stake in any location.

Considering a small-town practice? See a free sample report, or create a free account to look up any county today.