Fees are always an awkward topic. The selfesteem of the doctor plays a major role in thefee setting process. As a caregiver first and abusinessperson second, most dentists are concernedthat patients believe their fees are too high. We canlay that vague fear to rest — patients do think our feesare too high!In ADA focus groups and other studies, two thingsalways stand out — about 90% of your patients loveyou, and about 90% think your fees are “a little high,”but they keep coming back. If BMW or Lexus invitedyou to a focus group, wouldn’t you say that theirprices are “a little high?” But you keep on buying.
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