Private dentistry inevitably comes with a higher price tag than NHS treatment – Chris Nicholson explains how to ensure your offering feels worth the extra money to patients.
In an increasingly competitive dental landscape, effectively communicating the value of private dentistry is critical to success. With more practices moving away from the NHS and focusing on private care, it’s not just about offering services – it’s about helping patients understand why they should choose you.
Start with the first impression
Your patient journey begins before they step into your clinic. Think: what message does your website or social media send? Is it clear you’re a private practice? Do your online platforms reflect your brand’s quality and values? A mismatched, outdated, or NHS-focused digital presence may turn potential patients away before you ever speak to them.
Once contact is made, often via phone, it’s your team’s job to turn interest into a booking. Receptionists should do more than quote a fee. Instead of saying, ‘It’s £50 for a private appointment’ say, ‘Your visit includes a comprehensive 18-point dental health check, oral cancer screening, and personalised care in a calm, relaxed environment’.
The language matters – ‘dental health check’ and ‘programmes of hygiene’ sound more comprehensive and valuable than ‘check-up’ and ‘scale and polish’.
Don’t let price be the only conversation
Many patients call around asking whether a practice offers NHS appointments. If the only distinguishing factor given is cost, then patients will choose the cheapest. Instead, focus on what makes your practice different. Talk about your facilities, your clinicians’ expertise, longer appointments, personalised care, and the high standards you uphold.
Remind patients what they’re gaining, not just what they’re paying.
The power of experience
Once the patient enters your dental practice, every detail should reinforce the value of private care. From clean, modern signage and well-dressed staff to calm lighting and soft background music, the atmosphere should immediately feel elevated.
Consider the ‘little things’: matching uniforms, uncluttered reception areas, updated notice boards, and refreshments like water or coffee. These touches add up. When patients see a clean, consistent, and calm environment, it enhances trust and validates the fees.
Communication during consultation
Many clinicians undervalue the impact of verbal communication during treatment. Narrate what you’re doing. Ask open questions about how patients feel about their oral health. Use visual tools like scans, photos, and health reports to involve them in their own care. Explain that they’re not just getting treatment – they’re entering a proactive partnership in their dental health.
Smile questionnaires can be powerful – but make them health-led, not appearance-led. Ask: ‘How healthy do you think your mouth is?’ before ‘How happy are you with your smile?’ This opens the door to meaningful, non-cosmetic conversations that build trust.
Consistency is key
It’s not enough to sound premium – you must deliver premium, every step of the way. From the receptionist’s greeting to the dentist’s chairside manner to the practice environment, every detail must work together to show patients that private care is worth every penny.
In short, value isn’t about being cheaper – it’s about being better. And when you consistently communicate and deliver on that, patients won’t just accept private dentistry, they’ll choose it.
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