What can a dental practice learn from how luxury retailers price their products?
Set a high anchor next to the products you actually want to sell. Coach famously placed $14,000 handbags next to $700 models. Without the $14,000 anchor, the $700 bag feels expensive. With it, the $700 bag feels like a steal. The same psychology applies in case presentation. Place your most comprehensive treatment option first as the anchor. The mid-range option that you most want most patients to pick suddenly feels reasonable rather than expensive. This is not manipulation when the comprehensive option is clinically appropriate. It is recognizing that humans evaluate prices in relative terms, not absolute ones. The retailers know this. The dental profession mostly does not.
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.