Does buying new dental technology increase case acceptance? Rarely, and sometimes it backfires. The common move is to put a machine in the practice, post the machine's name on the website, and wait for patients to be impressed. To the average patient that name means nothing. Worse, if you try to overwhelm them with technology, you can scare them off instead of winning them over. We are wired for this, by the way. In dental school you get issued instruments and you spend the rest of your career adding more. So buying the next device feels natural. But the patient is [...]