Pricing a dental treatment plan so patients proceed with it

3 days ago
3 min read

Updated: 2 days ago

Introduction

A treatment plan is a clinical document that has to survive a financial decision. The dentistry may be entirely correct and the sequencing ideal, and if the patient sees one number at the bottom of a page that exceeds what they expected, the whole plan gets deferred rather than the parts of it that could wait.

That is a presentation failure with clinical consequences. The treatment was indicated, the patient was willing in principle, and what stopped it was the shape of the price rather than the amount. That is worth fixing, because the shape is entirely within your control.

How a plan is priced and presented therefore matters almost as much as what it contains. None of it involves recommending more than the patient needs.

1. Pricing a dental treatment plan means separating clinical need from sequence

The clinical priority and the payment order are two different things.

Split by urgency, in writing

What must be done now, what should be done this year, what is elective or cosmetic. Three headings with three totals rather than one figure. The patient can then choose rather than refuse.

Let the patient approve a phase

Most patients accept the urgent phase immediately when it is separated out. Presented as an all-or-nothing total, the same patient defers everything. That is a loss for both sides.

2. Show the whole plan even when phasing it

Partial information produces worse decisions.

Give them the complete picture once

The full recommendation, written, so they understand the position rather than experiencing a series of unconnected appointments. This is a clinical record as well as a quotation. Give them a copy to take away.

Then show the sequence and the timescale

Phase one now, phase two in six months, phase three when convenient. A large sum becomes three manageable ones without any discount. Book phase one before they leave.

3. Take the fee conversation off the clinician

Discomfort about money reads as doubt about the treatment.

Have a trained team member handle it

Away from the chair, with the plan in front of them and time to ask questions. This works better for the patient and for the dentist. Nobody has to discuss money mid-treatment.

Have the payment options ready at that moment

Instalments, a practice plan, or finance. An option mentioned afterwards is an option that arrives too late. Have the figures ready in advance.

4. Price for the work, not for the competition

Undercutting a neighbouring practice sets your fees permanently.

Cost your chair time properly

Surgery time, materials, laboratory, overhead and the clinician. A fee below that is subsidised by other patients. Work it out once a year properly.

Explain what the fee includes

Reviews, adjustments, guarantees, follow-up appointments. Patients comparing figures between practices have no idea what varies. List it on the plan itself.

5. Follow up every unbooked plan

This is the largest recoverable revenue in most practices.

Keep the list

Every plan presented and not commenced, with a date. In a typical practice this represents substantial clinically indicated work. Run the report quarterly.

Contact them properly

A call referring to their own specific plan, asking whether circumstances have changed. A sensible proportion book. Telephone rather than writing.

Conclusion

Split every plan into urgent, this-year and elective with three separate totals, because most patients accept the urgent phase immediately when it is separated and defer everything when it arrives as one figure.

Show the complete recommendation once so the patient understands the whole position, then present the sequence and timescale. Move the fee discussion to a trained team member away from the chair with payment options available at that moment. Cost your chair time properly rather than pricing against the practice down the road, explain what the fee includes, and keep a dated list of every plan presented and never booked.