Direct reimbursement, or DR, has been a popular topic in organized dentistry for much of the last decade, and the concept is beginning to be more widely known. This article explores the underpinnings of and future for DR. TYPES OF LITERATURE REVIEWED: This article is based on an online review of the dental, medical and business literature. The author explores the advantages of DR for patients, employers and dentists. He also presents purported disadvantages of DR, and refutes them. Organized dentistry's marketing efforts and the importance of third-party administrators also are examined. During the next several years, DR has the potential to become the vehicle of choice for financing much of the dental care provided in the United States. Dentists need to become more aware of what DR is and what it can offer the public. They then will be better able to promote DR, which is a significantly better payment system for dental care than any other available today.