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 [...]

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 [...]

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 [...]