Overview
Clear, proactive communication about fees is essential in every dental practice. Patients consistently report that understanding treatment costs, comparing options, and interpreting marketing information can be difficult. By ensuring that your communication is transparent from the outset, you can reduce the likelihood of complaints and also build trust and rapport with your patients by supporting them to make informed decisions about their care.
The Competition and Markets Authority (CMA) has launched a detailed review of private dentistry, highlighting concerns that patients often struggle to understand treatment costs, compare providers, or know what they are entitled to. Many patients report that they find the market “complex and confusing”, which makes clear, upfront fee communication more important than ever.
The issues that are being examined closely reflect longstanding requirements set by the GDC, particularly Principle Two: communicate effectively with patients. This requires dental professionals to provide clear, accurate, and accessible information about costs so patients can make informed decisions. The Advertising Standards Authority (ASA) also expects clarity when advertising services. This includes being open about the anticipated costs, enabling patients to compare your practice fees with others, and ensuring that marketing of services such as facial aesthetic procedures, does not rely on inappropriate pricing incentives.
Our advice outlines the practical steps you can take to ensure that you communicate your fees clearly, tailor cost information appropriately to each patient, and manage situations where treatment plans need to change and fees must be amended as a result.
Complaints relating to unclear fees are something every practice should seek to avoid. The GDC requires all registrants to have a clear and effective complaints procedure under Principle Five, and to support patient understanding and transparency throughout their care. Clear communication about fees at every stage of treatment significantly reduces the likelihood of misunderstandings and helps you to maintain positive relationships with your patients.