Sell the ideal treatment

In a time of abundance of almost everything. Where everyone in the western world is being bombarded with thousands of advertising messages every day. It can be difficult to reach our patients with a simple message about the value of ideal treatment. However, it is not impossible.

As a dentist, I am on a mission. I want more patients to receive better treatment. Since 2018 I have been writing a danish blog for my colleagues in Denmark. The main topics are related to: Practice management, case acceptance and dental marketing. After several requests I have decided to add the blogposts in english as well. Feel free to reach out to me if you would like me to write about a specific challenge you have in your practice. if you want a piece of advice or if you have any recommendations for improvements.

I hope you enjoy it.


We all know the experience. When we have spent time diagnosing our patients correctly. Next, we have spent time putting together an ideal treatment plan. And finally be greeted with a: "can't you find a cheaper solution?". Or "Isn't there another way to solve it?" Or "Can't you just make it in composite instead?" It can be super frustrating to experience how the majority of patients choose a compromise, or ask for a cheaper solution.


If you have taken the time to listen to your patients, to understand where they are in their lives and really put an effort into understanding their priorities right now. Then you have a much better starting point, when you are presenting a solution, since you know the patient is actually interested in buying. I will be writing a lot more about this in some later posts.


I will refer to an event that was based on some behavioral psychological principles. These are principles that go deep into all human beings and that have a far greater influence on our choices than any rational approach.


A few years ago, Invisalign invited their 20 largest customers to a sales seminar. They examined what range of treatments these dentists and orthodontists offered their patients.

The following was a general trend (I have added som representative numbers). Virtually all dentists offered the treatments in the order mentioned: