What I Learned About Marketing From My Dentist

Shit. I need a root canal. No fun. But at least I learned something from my dentist about marketing.

The dentist doesn't do the root canal, he just tells you that you need to see an endodontist to get it done and he recommends one. (You can bet he gets a referral fee, but that's just normal business practice.)

Ok, I trust my dentist so I'll go see the guy he recommends. "What will this cost?" I ask. Usually, he says, it would be around $1,300. (Gulp) "But this is a diffcult one and if it is done right you won't need to cap the tooth afterward." Therefore, he says, I need a senior kind of a specialist. And, that, of course, will cost more.

No apologies. No, "well, everyone hates to talk about money, so let's get this part over with." No "maybe he can compromise on the price." No hesitation at all about naming the cost. Just "this guy is the best and you need to pay his price for your own good." And so I made the appointment. Oh joy.

For what it's worth, BL, my dentist in Greenwich referred me to another guy in Greenwich when I needed two implants (the dental kind!) 1) Both of these guys are pretty expensive. 2) They're both examples of the best dentistry I've ever experienced in my 57+ years. 3) Neither of them is at all shy about talking about the financial part of their business. Straighforward and honest.

BTW, last time I saw your teeth they were about to chomp into a slice of "cajun pizza," which a boy like me from the Bronx just couldn't wrap his mind around!

Good luck!

Well, dentists don't typically have to be too kind with the price- rates are fairly typical, and it's necessary work. You're probably not going to say "Oh, that's pretty expensive, I think I'll just deal with this pain in my mouth until my nerve endings rot away".

Exactly my point.

But then again, I don't hesitate when I name my price either.