🎯 Why discounting your dental services is actually stealing from your team—and the data-driven framework that transforms how you price with confidence and integrity.

Ever feel like insurance companies control your fees? Struggle with pricing because you want to be "accessible"? Dr. Allison House reveals the uncomfortable truth: when you discount out of sympathy, you're not just reducing your income—you're giving away your team's raises. In this game-changing conversation, discover the Pankey Institute framework that helped Dr. House build a sustainable dental practice based on real data, not fear or false humility.

Learn why a $150 bleach treatment that "saves money" leads to patient complaints, while the same treatment at $600 (in a Tiffany box) creates raving fans. Explore the dangerous trap of overpricing before you have the skills to deliver—and how to align your fees with your current expertise. Most importantly, understand how authentic dental practice pricing isn't about maximizing profit; it's about creating a sustainable model that honors your team, serves patients with integrity, and prevents the burnout that plagues our profession.

Whether you're building an authentic dental practice from scratch, transitioning to fee-for-service, or simply questioning if your current pricing model serves you and your values, this episode provides the framework for making ethical, data-driven decisions that support dental practice profitability ethics without compromising your integrity.

✨ KEY TAKEAWAYS:

- Calculate your true hourly rate: Divide total annual collections by hours worked, then factor in ALL expenses plus appropriate owner compensation—not just what's "left over" [03:18]

- The psychology of value: Underpriced services signal low value; patients won't commit to or complete treatment they don't perceive as valuable [13:00]

- Discounting steals raises: Every sympathy discount takes money from your team's bonuses and competitive salaries—budget charity care instead [11:21]

- The overpricing trap: Charging premium fees before developing premium skills attracts demanding clients and creates stress for everyone [21:37]

- Know your hygiene economics: If you're collecting less per hour than you're paying out, that insurance relationship needs to end [24:42]

👨‍⚕️ ABOUT THE HOSTS:

Dr. Allison House is a practicing dentist with over 24 years of experience, ethical leader, and advocate for authentic dental practice. She brings clinical expertise, organizational leadership experience from dental associations, and deep understanding of day-to-day practice realities.

Shawn Zajas is a dental marketing expert and authentic brilliance strategist with entrepreneurial insight into building distinguishing brands. He connects dental practice challenges to broader life principles with creative thinking that makes complex concepts accessible.

💬 What's your biggest struggle with pricing your services? Share in the comments—we read every one and often feature your questions in future episodes!

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