Increasing your office fees is normal and expected, and should be done annually, if not twice a year. Keeping your fees in line with help increase insurance fee schedules for your area and help you keep pace with the rate of inflation—something that dentistry has struggled to do in recent years. Since 2011, the very common procedure code D0120 has increased by a whopping $1, or 2%, compared to the cumulative inflation rate increase of 8.5% since 2011. Assuming you are just $10 too low on any one procedure, would you rather negotiate an increase on $100? or $110—multiplied by the many times you perform that procedure?