Why does the way I present treatment cost affect whether patients buy?
Because what we believe about how information should be presented usually does not match how people actually spend their money. There is a gap between money and intelligence that trips up a lot of smart dentists. You assume that if you lay out the clinical facts logically and clearly, a rational person will see the value and pay. People do not decide that way. They commit emotionally first and justify with logic second, and the words you wrap around the treatment and the price shape that emotional read more than the number itself. The same case framed as fixing a broken machine lands differently than one framed as getting their life back. So pay attention to your terminology, in the operatory and in your marketing. The packaging of the information is not fluff. It is often the deciding factor.
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.