The transparency debate in dental marketing. Data on what converts, when to show pricing, and how to present five-figure costs without creating sticker shock.
One school says never show pricing — get the patient on the phone first and present costs in context. The other says show ranges transparently — patients who can afford it self-qualify, and you waste less time on those who can't.
The data favours transparency — with context. Practices that provide price ranges with financing options generate more qualified inquiries than practices that hide pricing entirely. Patients who see '$20,000-$35,000 with financing available from $299/month' are pre-screened by the time they call. They know the ballpark and they're still interested.
Never show price alone. Always pair it with: financing monthly payment options, what's included (the procedure, the prosthetic, follow-up care, warranty), comparison to alternatives (cost of denture replacement every 5-7 years vs permanent solution once), and social proof (patient testimonials referencing value and affordability).
'$24,000' on a landing page stops patients in their tracks. '$399/month — includes the complete procedure, prosthetic, and all follow-up care. Most patients tell us it was the best investment they ever made.' on the same page converts them.
The number is the same. The framing is everything.
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