Why present the three dental treatment options without their fees the first time through?
Because revealing fees during the first option pass shifts the patient’s attention to price alone and crowds out understanding of what each option actually is. Patients are conditioned to evaluate decisions through price first. The moment a fee appears on the screen, mental energy redirects to the number and questions about it. The clinical content of the option becomes secondary. The patient has not yet absorbed what option one offers versus option two versus option three, and the comparison frame collapses before it can form. The fix is to walk through all three options without showing fees, focusing entirely on what each option will accomplish, what it does and does not address, and what the patient would experience. The patient builds a clean comparison frame. Only after all three options are clearly understood does the fee discussion enter. By then the patient can weigh fees against actual understood differences rather than reacting to numbers in isolation.
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.
