Why revisit the fee range before presenting the actual treatment fees in a dental case presentation?
Because reminding the patient and support person of the previously-disclosed range smooths the transition to actual numbers and prevents sticker shock. The doctor introduces the fee section by referencing back: “If you remember, I gave you a range of fees from X to Y based on similar patients in similar situations, and we have confirmed that range applies to your case.” The patient hears the range they already absorbed at the CDP wrap-up, mentally prepared for during the week between visits, and possibly already discussed with their spouse. The transition feels continuous rather than abrupt. The actual fees about to be revealed fall within the disclosed range, so when they appear, they land as expected rather than as a surprise. The mechanism is small structurally but matters psychologically. Patients who experience fee transitions as continuous extensions of prior conversations stay calm and engaged. Patients who experience fees as sudden new information often react defensively even when the numbers are reasonable. Revisit the range. Then present the numbers.
If the answers you are finding here resonate with you, my team and I work with a small group of clients each year. The next step is a complimentary Discovery Consultation and Practice Review with Dr. McAnally.
