If you’re a dental practice owner, you’ve probably wrestled with this question: “If I raise my fees, will I lose all my patients?” It’s a fear rooted in the idea that patients are only loyal to low prices. But here’s the truth—this fear is more myth than reality.

Take Dr. Emily Tan, for example. She’d been hesitant to raise her fees, worried her loyal patients would flee. But after much deliberation, she increased her fees by 10%. The result? Patient retention stayed strong, and her practice’s revenue jumped by 15% over six months. Not a single patient left because of the change.

So, where does this myth come from, and why does it have such a hold on practice owners? Let’s break it down.

Why This Myth Exists

1. Fear of Losing Existing Patients: It’s natural to fear that even a small increase will drive patients away. But this fear is often based on assumptions rather than reality.
2. Lack of Value Communication: If patients only see you as “just another dentist,” they’ll focus solely on price. Without clear communication about the unique value you provide, patients are more likely to resist fee changes.
3. Perceived Market Pressure: In competitive areas, some dentists believe they must stay “competitive” by being the cheapest. But patients don’t always choose the lowest price—they choose quality and trust.

Here’s the part that’s often overlooked: Raising your fees isn’t about charging more for the same thing. It’s about aligning your prices with the value you’re already delivering. When done correctly, it’s a win for both you and your patients. Here’s why:

1. Reflecting Value: If you’re offering high-quality care, modern technology, and a top-tier experience, your fees should reflect that. Patients associate higher fees with higher quality.
2. Improved Perception of Quality: People believe “you get what you pay for.” Higher fees can create a perception of better care, increasing patient confidence.
3. Increased Revenue Without More Work: Instead of working longer hours or squeezing in more patients, a modest fee increase can boost your revenue significantly. Dr. Emily’s 10% fee hike led to a 15% revenue increase, all without taking on extra patients.

If you're ready to raise your fees but you don't want to worry about potential backlash, follow these steps:

1. Analyze Your Current Fees and Market
• Research Competitor Pricing: Ensure your fees are fair compared to local practices.
• Check Your Overhead: Rising costs in supplies, equipment, and training may necessitate a fee adjustment.
2. Communicate the Value of Your Services
• Tell Patients Why: Don’t just announce a price hike—explain it. Patients appreciate transparency.
• Showcase Value: Use patient success stories, before-and-after photos, and testimonials to highlight the quality of care.
3. Implement Gradual Increases
• Small, Consistent Adjustments: Instead of a big jump, raise fees 5-10% annually. Patients are less likely to notice or push back.
4. Offer Payment Flexibility
• Payment Plans: Offer financing options to help patients manage higher costs.
• Pre-Payment Discounts: Incentivize patients to pay in full for larger treatment plans.
5. Frame the Change Positively
• Focus on Benefits: Highlight new technology, better care, or improved patient amenities.
• Reinforce Quality: Position the increase as an investment in their health and long-term care.

Example Script: “To continue providing the latest in dental care and technology, we’ve made a small adjustment to our fees. This change allows us to maintain the high standard of care you’ve come to expect from us.”

Troubleshooting Common Concerns

1. “What if patients leave?”
• Most won’t. If you communicate clearly and emphasize value, patients are more likely to stay.
• Consider a "grandfather" option where existing patients stay at the old rate for a limited time.
2. “What about economic uncertainty?”
• Frame the increase as a way to sustain quality care. Patients understand the importance of long-term value.
• Emphasize that you’re investing in technology, training, and patient experience.
3. “What if competitors are cheaper?”
• Competing on price alone is a losing game. Instead, differentiate your practice based on expertise, technology, and patient experience.
• Remember, patients pay for perceived value, not just the lowest cost.

By addressing the myth head-on, you’ll find that raising fees isn’t a threat—it’s an opportunity for growth. Take a page from Dr. Emily’s book, and watch your revenue rise without sacrificing patient loyalty.