What is fee-framing and why does it matter in case presentation? Fee-framing is how you set up the price in the patient's mind before the number ever lands, and it shapes the reaction more than the number itself. The same fee can feel outrageous or completely reasonable depending entirely on what you anchored it against and the value you established first. Most dentists blurt the price cold, with no frame, then flinch at the silence. That is amateur hour. By the time you state a fee, the patient should already understand what they are getting, what the alternatives cost them in [...]