'They know we’re here to help them, not sell them'
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Most Americans support price transparency in health care. Upfront pricing can make it easier for patients to plan ahead and get the care that they need. But the complexities of the insurance landscape and cash-pay options can make it difficult for dentists to embrace the transparent pricing model.
Vishala Patel, DDS, owner of Edge Dental Designs in McKinney, Tex., uses price transparency at her practice for patients with and without insurance. She's finding that this approach strengthens patient trust and increases treatment planning acceptance rates. Dr. Patel spoke with Dental Bite about the challenges and benefits of adopting price transparency in dentistry. - Carrie Pallardy
Why do you think price transparency is often lacking in dentistry?
Dental practices often lack price transparency due to the high volume of personalized treatment plans that make standardized pricing difficult without first conducting a full exam. Factors such as complexity of procedure, materials used and an individual's specific oral health needs can all have a dramatic effect on costs.
Furthermore, dental insurance policies vary greatly and therefore affect what each patient pays out-of-pocket. Many practices express concern that listing prices without providing context could cause sticker shock among patients, diverting attention away from value and necessity of care and onto costs alone.
Dental care has not seen the same regulatory push for transparency that medical care has, so many practices continue with traditional models such as discussing fees after consultations. But more dentists are beginning to recognize that upfront pricing builds trust with their patients and allows them to make informed decisions.
How did you go about establishing an upfront pricing policy?
Our first step was simplifying our fee structure to ensure it was easy to understand without hidden costs or surprises. Next came clear pricing for common services like cleanings, exams, emergency visits and membership plans as well as training our team to communicate these costs clearly with patients.
One of the greatest challenges was striking a balance between transparency and flexibility. Every patient has different needs, and treatments like complex restorative work almost always vary depending on each case. We had to find an approach that provided accurate estimates while leaving room for adjustments if something unexpected came up during treatment. Our process was completed over approximately two to three months.
How do you approach conversations with patients, with and without insurance, about price?
For patients with insurance, I explain their benefits in simple terms, including what’s covered, what their estimated out-of-pocket costs will be and how we maximize their benefits to reduce their expenses. We also remind them that coverage varies by plan, so we focus on giving them a clear estimate upfront to avoid surprises.
For patients without insurance, I’m upfront about the costs from the start. We offer a transparent fee schedule and walk them through their options, including our membership plan, which helps make preventive care more affordable and includes discounts on other services.
My goal is to make sure every patient feels informed and in control of their decisions, without pressure. Whether they have insurance or not, I emphasize the value of quality care, how it impacts their overall health and work with them to find solutions that fit their budget.
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