Is it time to increase your prices?

Stuart Ker offers reassurance to those feeling hesitant about implementing a price increase in the dental practice

Conversations around price increases are never easy, particularly in healthcare, where trust and relationships matter deeply. However, thoughtful and well-communicated adjustments are sometimes necessary to ensure the sustainability of a practice and the ongoing quality of care patients rely on. In this article, I wanted to share how we at The Row Dental determine when a price increase is appropriate, how we assess the value of our services, and how we communicate changes with clarity and care.

FINDING THE RIGHT TIME

Deciding when to introduce a price increase requires careful evaluation. For us, this begins with a detailed review of rising operational costs, including materials, equipment and lab fees, as well as the continued investment required for new treatments and technology. We also consider patient demand, appointment availability and the need to ensure our team is supported with ongoing training and development. Our fees must reflect not only the services we provide today, but also our commitment to continuous improvement and long-term patient care. Ultimately, pricing should align with the quality, expertise and level of service patients receive.

Confidence carries through to how pricing changes are communicated and received. From a patient’s perspective, it is important to understand that dental care is not simply a transaction, it’s an investment in health, wellbeing and confidence. Value extends far beyond the treatment itself. At The Row Dental it includes access to highly skilled clinicians, specialist services, evidence-based treatments, and a comfortable, modern practice environment. It also encompasses the reassurance of attentive staff, personalised care plans, and the time we take to ensure patients feel informed and supported throughout their journey. Our goal is for every patient to feel that their investment in their smile is worthwhile and meaningful.

ROLLING OUT PRICING CHANGES

How price changes are introduced matters just as much as the changes themselves. To ensure a smooth transition, we take a proactive and structured approach. This includes updating our website, booking systems and all patient-facing communications so information is clear and consistent. If possible, provide advance notice, so patients have time to understand and prepare for the update. Additionally, ensure the team is trained to discuss pricing changes with confidence, empathy and clarity, ensuring patients receive the same message regardless of who they speak with.

TALKING TO PATIENTS

Transparency and honesty are at the heart of every conversation. When discussing fee updates, we explain the reasons behind the change, reinforce the value of our services, and reassure patients that flexible payment options and membership plans remain available. These conversations are approached with care, so patients feel respected and informed rather than surprised.

HANDLING PUSHBACK

Even with clear communication, some patients may have concerns. When this happens, we recommend:

• Listening first: taking time to understand concerns
• Reinforcing value: reminding patients of the expertise, quality and outcomes they receive
• Offering solutions: discussing payment plans, treatment staging or membership options
• Staying consistent: ensuring all team members deliver aligned messaging

Most patients respond positively when they feel heard, supported and valued.

LOOKING AHEAD

Updating our prices allows us to maintain the high standards patients expect from The Row Dental. Our focus remains on delivering exceptional care, meaningful experiences and lasting results.

When pricing reflects genuine value, expertise and care, it supports both the business and the people it serves.

Stuart Ker Stuart is co-founder of The Row Dental