How do I present my technology so patients actually care about it? Stop describing the machine and start describing what the patient loses without it. Technology by itself is neutral. A scanner is just a scanner to someone who doesn't know what it does for them. Here's the proof. You can have two practices with the exact identical technology, and the patient will gravitate toward the one that framed it in loss-minimizing terms, because that practice made the meaning clear. The other just listed equipment. So for every piece of office technology you mention, translate it into the patient's terms, less [...]