Why do my patients always pick the cheapest option I offer? If patients keep choosing the least and cheapest thing, the problem is rarely price. It is that they never connected to the value of the better option, so the only thing left to compare on is the number. When a patient does not understand their own problem and does not trust your recommendation, of course they default to the smallest commitment. That is a safe choice for a confused person. I have watched doctors offer three options and then act surprised when option one wins every time. Stop presenting a [...]