One of the areas that many clinicians find difficult in their everyday practice is discussing money with patients. We want to be – and have to be – open and transparent about how much any recommended treatment will cost the patient. However, it can be an awkward conversation. It’s important to follow some simple steps in order to reduce the discomfort and boost your confidence.
Why is it so difficult?
There are a number of reasons why clinicians might be uncomfortable discussing patient fees. The first is an ethical consideration. Our focus is on providing high-quality dental care, putting our patient’s health and wellbeing first, so the idea of putting a price on our services can feel uncomfortable. It can also feed historical misconceptions that dentists are only ‘in it for the money’, creating friction with patients who are already a little distrustful of the profession.
Another potential issue is the conversation can cause embarrassment for patients, especially if the suggested treatment plan is outside of their budget. We work hard to build a non-judgemental and inclusive environment in the dental practice, but this can be challenging when we don’t truly understand a patient’s financial situation.
Overcoming the obstacles
Though not an exhaustive list, these challenges can be overcome with a careful approach to fee discussions. For example, providing a full breakdown of the costs shows the patient exactly where all the money goes and justifies the price. It also highlights the amount of time, work, and skill that goes into planning, delivering, and maintaining their treatment, improving their understanding of the entire workflow.
To remove the budget embarrassment, simply asking the patient if they have a budget in mind at the very start of the assessment and planning process can give you an idea of what might be viable for them. Where time and clinical needs allow, it may also be beneficial to offer a basic outline of two treatment plans at different price points. This will give the patient a very clear idea of costs and enable them to make a more informed decision. It’s important to present the value of each solution as well as the price – some financial hesitations are more about the patient’s priorities than their bank account.
Relationship building
All of the above can be made easier when you have built a rapport with the patient. As you get to know each other and develop a relationship over time, their trust in you as their care provider will increase.[i] This rapport is integral to a positive patient experience overall, further emphasising its importance.[ii]
Effective communication is foundational to building this practitioner-patient relationship. It helps to encourage the patient’s trust in their professional team,[iii] while also better managing their expectations and ensuring a high quality of consent.[iv] For the best results, professionals should always try to convey empathy and understanding, because patients have been shown to appreciate emotional resonance with their practitioner.[v]
Getting started
It’s important to get as comfortable about talking money as possible – any awkwardness from you as the practitioner, will likely be felt and reflected by the patient. Here are some practical steps that may be of use:[vi]
- Be confident in how you talk about the fees – your talents and skills are tangible and your remuneration should reflect them, as well as the complexity of the treatment you are providing. Maintain eye contact, set up straight and speak confidently: it may help with a have script of sorts ready so you know exactly what to say and how.
- Present potential fees in a clear and concise way – discuss verbally, but also provide in writing for the patient to go away and read in their own time. This breakdown should include any possible additional costs, so the patient is aware from the start.
- Don’t make assumptions about the patient’s financial situation – give them options or discuss potential limitations to ensure you present the most appropriate options.
- Be calm and confident when responding to negative remarks or hesitations from patients. You may not fully understand their concerns, so by working through their questions and emphasising the importance of investing in their health, you may overcome these hurdles successfully.
- For multidisciplinary care that involves various specialists, it might be advantageous to arrange for a treatment coordinator
While discussions about money might be difficult and uncomfortable, they are an essential part of the dental professional’s remit. Confidence and transparency are crucial to ensuring open communication with patients, to building positive relationships with them, and facilitating treatment uptake.
For further information about the endodontic referral services available from EndoCare, please call 020 7224 0999 or visit www.endocare.co.uk
Dr Michael Sultan Specialist Endodontist – Endocare
[i] Tiwari T, Maliq NN, Rai N, Holtzmann J, Yates L, Diep V, Tranby EP, Frantsve-Hawley J. Evaluating Trust in the Patient-Dentist Relationship: A Mixed-Method Study. JDR Clin Trans Res. 2023 Jul;8(3):287-298. doi: 10.1177/23800844221087592. Epub 2022 Apr 16. PMID: 35430916.
[ii] Levin L, Khehra A, Kowal S, Romer K. Patient Experience and Expectations in Oral Health Care: A Nation-Wide Survey. Int Dent J. 2025 Apr;75(2):1003-1010. doi: 10.1016/j.identj.2024.10.011. Epub 2024 Nov 6. PMID: 39510930; PMCID: PMC11976609.
[iii] Yuan S, John D, Shambhunath S, Humphris G. A scoping review to explore patient trust in dentistry: the definition, assessment and dental professionals’ perception. Br Dent J. 2023 Jun 7. doi: 10.1038/s41415-023-5882-x. Epub ahead of print. PMID: 37286716.
[iv] Large A. Communication and consent – making the connection. DDU Journal. Issue 5. https://ddujournal.theddu.com/issue-archive/issue-5/communication-and-consent—making-the-connection [Accessed November 2025]
[v] Young LB, Johnsen DC. A Typology of Empathic Communication Strategies in Dental Visits. Eur J Dent Educ. 2025 May;29(2):410-417. doi: 10.1111/eje.13081. Epub 2025 Feb 20. PMID: 39973234; PMCID: PMC12006693.
[vi] Tips on talking money. Dental Protection. August 2014. https://www.dentalprotection.org/uk/articles/tips-on-talking-money [Accessed November 2025]
