Most expensive dentures ever

Visiting Perth a while ago I met an advanced dental technician. This technician only made full upper and lower dentures for his own private patients. He was booked up three months in advance.

The stunning thing was that he charged $6,500.

At that time you could get full upper and lower dentures made by a dentist in Perth for under $2,000, yet here was a technician charging over 3 times as much with a big waiting list.

How does this happen?

Dentists often tell me they are worried about charging too much. That they will lose patients if they charge more than the dentist down the street. I say: “That depends.”

If you and your practice are perceived as being the same as the practice down the street then that is true. Dentists and practices that are “generic” had better be price competitive.

If however, you differentiate yourself from other dentists in your town then competitive pricing becomes much less important.

But, differentiating yourself from the dentist down the street is not easy, otherwise everyone would do it.

Your practice must look and feel different – the building, the equipment, the layout, the ambience. Your staff must be well trained. You must deliver high quality care. You need to create an aura about you and your approach to treatment.

If you do those things price becomes much less relevant. Patients are happy to pay more because they are getting a level of care they cannot find elsewhere.

Clearly, the advanced dental technician has created a unique perception in patients’ minds. He is to “go-to” person in Perth for high quality dentures.

Are you prepared to put in the effort it takes to differentiate yourself? It’s a lot of work but it can pay dividends.