Cheap, Cheap, Cheap
One of the first things I was told by a colleague when I entered the world of dental marketing was that dentists are cheap. I have continued to hear that same statement for over a decade. Now, the statement may in fact be true, but I would like to take a stab at either supporting it or refuting it. Your help and insight would be appreciated.
Some thoughts and observations on the issue:
1. The dealers and distributors constantly promote buy/get deals and continually try to compete on price. Have they turned the profession into price shoppers?
2. I heard a rumor that the ADA was banned from having the annual session in Las Vegas because dentists were so cheap, they did not tip taxi cab drivers or spend money on gambling or entertainment. Anyone else hear this?
3. I have heard from clinical staff in dental practices that raises and performance evaluations are few and far between.
4. I have been told that dentists will autoclave single-use products to get the most bang for the buck.
5. I know thousands of dentists who have spent over $100,000 on CAD/CAM or Cone Beam equipment without blinking an eye.
6. I have ridden in middle-of-the-road dentists’ Mercedes, Porsches, Ferraris and Bentleys.
7. I have had numerous dentists rip the check out of my hand and forbid me from even offering to pay at a business dinner.
So, what do you think? Is the rumor a truth or a myth? I would be very interested to hear your opinions!