Subjectively and objectively, I would've said not as successful. Simply because the cost of services performed is higher and the CPP(cost per patient) is higher in a more competitive environment. Depending on the advertising medium and area that you are targeting, the cost per point for television is higher, the CPC is higher, driving up the cost per patient acquired. Essentially, this means that advertising is going to cost you more. Now, there are some horrendously shady ways that you can get cheap advertising and destroy your competition, but I'm not going to outline that here. So, with some "creative advertising and SEO", I think I can get close my CPP in my region v. in a larger area. One thing we forget is that in more saturated cities, there is definitely a higher population. The main thing is to find a reason for people to switch dentists (not just acquire LQ patients) and advertise the hell out of that reason on why they need to leave their loser dentist and get with you (I phrased it that way because I was thinking of valentine's day, dump the zero, go with the hero).
Second, labor cost and regulatory costs. Some states are definitely more expensive to operate, even down the municipal level. If you had to pick a major area, I'd pick a booming suburban area rather than a big city proper. The reason is because the regulations tend to be more lax in the surrounding major area, than the major city itself.
Can I make it? Sure, if I had to. Do I have to? Not really. Would I be as successful? Not as successful, unlikely, but close. Just need to really reign in cost of labor.
They can, I've been audited, most of the time no findings, sometimes I send a refund check and just bill the patient, but those are far and few. They will request piles of charts and we have no problem sending them everything they request. Usually for overpayment, 40-50 dollars here and there. I find that most insurances are fair, and I don't make up treatment. There's more than enough legitimate treatment to go around. I believe the key is to always have pre-op photos and radiographs, if ambigious, treatment photos/radiographs, and post-op photos and radiographs. In our claims, we always send all the aforementioned documentation. Especially with emax/LiSi crowns, it's critical to take photos because they look like crap in radiographs. For endos that don't have gross caries, it's important to take an intraoral photo of access w/ rubber dam to show why it failed. A lot of times, it's a fracture into the pulp chamber. It takes 2 seconds to take an intraoral photo and it covers your @ss.
I've dumped insurances that have tried to pull that $hit when it comes to unfair reclamation, RAC audits, or excessive downcoding. Worst offender is United Concordia, medicaid, and some other benefits administrators.