Dealing with Price Shoppers in a Competitive, Commoditized Market
Dealing with Price Shoppers in a Competitive Market
In elective medical or dental procedures—full mouth dental implants, cosmetic surgery, you name it—it’s common to hear patients say, “I’m shopping around.”
When everybody’s offering the same procedure, using similar technology, and showing almost identical before-and-after photos, the market starts to feel like one big commodity. If the only difference patients can see is the price, you end up in a race to the bottom.
So, how do you stand out when it feels like everyone’s selling the same thing? And more importantly—what’s going to matter in the next five years?
Price Shoppers Aren’t the Enemy
Most “price shoppers” aren’t just looking for the cheapest deal. Many are careful buyers who just want to be sure they’re getting the most for their money. If they trust you, understand the value, and see how their life will be better, they can become some of your best, most loyal patients.
Don’t avoid them—win them over.
That happens when you shift the conversation away from just the procedure and into what life will look like afterward.
Sell the Transformation, Not the Procedure
If you market what you do like a product, patients will shop for it like a product. Don’t just sell dental implants—sell the ability to eat what you want again. Sell the confidence to smile in photos. Sell the freedom to speak without worrying about dentures slipping.
Do that by:
• Using everyday language patients understand.
• Telling real patient stories they can relate to.
• Showing proof of your experience—not just nice photos.
Make Quality Easy to See
Here’s the challenge: Patients can’t “see” quality. They don’t know the difference between a great procedure and a just-okay one—unless you make it crystal clear.
• Show your process: Give them a peek into how you work, the technology you use, and why it matters.
• Explain why it matters: Tie quality to how long it lasts, how comfortable it feels, and the results they can expect.
• Compare without slamming others: Show the difference between “good enough” and done right—without turning it into a negative pitch.
Your Personal Brand Will Matter More Than Ever
In a crowded market, patients don’t just choose the procedure—they choose you. Over the next five years, the doctors who win will be the ones who build a personal brand patients feel they already know before the first appointment.
That means:
• Being visible: On video, on social media, and in your community.
• Having a clear voice: Messaging that’s easy for patients to remember and repeat.
• Building trust before they call: Educational content that positions you as the go-to expert.
What’s Going to Matter in the Next 5 Years
a) Trust will be the deciding factor – As technology makes it easier to compare providers instantly, trust will be the one thing that sets you apart.
b) Video will be the main way people “meet” you – Patients will decide who to see before they ever step in your office based on what they’ve seen and heard from you online.
c) The patient experience will be everything – The way you make people feel from the first call to the last follow-up will matter more than the equipment you use.
d) You’ll need to be great at explaining your fees – The best doctors will clearly show why their price is worth it, without sounding defensive.
The Bottom Line:
You can’t win by being the cheapest, but you can win by being the one who patients believe will give them the best outcome.
In the next five years, the doctors who thrive will:
• Sound different from everyone else.
• Make their quality visible.
• Tell stories patients can see themselves in.
• Build a personal brand that attracts trust.
Remember—patients aren’t just deciding where to spend their money. They’re deciding who they’re going to trust with their health, their appearance, and in many cases, their confidence. Once you have that, price becomes a much smaller part of the conversation.
