Remember this TV commercial?

Even if you haven't seen this particular spot, you are no doubt familiar with MasterCard's classic "Priceless" series of ads. I think these ads hit home with people because they speak to a fundamental truth about how we value things in life.

What it comes down to – and what these commercials cleverly illustrate – is the difference between tangible and intangible value. Every tangible thing we buy such as cars, clothes and electronics has a transactional value and all come with a price tag. When it comes to the intangibles there are often still transactional costs involved, but we are not thinking about price; we are focused on how it makes us feel.

Transformative dentistry falls into this category. There is a cost involved, but its value is intangible for most people – the decision process takes place on a more emotional level. This is what we mean by creating value for ideal dentistry. Explaining the cost and process involved in an esthetic procedure is one thing; making patients see and feel what life would be like with a restored smile and renewed sense of self-confidence – priceless.


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Commenter's Profile Image Barry Polansky
April 12th, 2013
Great point Imtiaz-- I use this example when I speak---especially around doing the Preclinical exam. Something else that is priceless is teaching dentists how to communicate the intangible. Very difficult task. Harry Beckwith wrote a book called Selling the Intangible. Let me pose a question to readers of this site: What methods have you found to be successful in selling the intangible in dentistry? Barry
Commenter's Profile Image Gerald Benjamin
April 13th, 2013
"Selling the intangible in dentistry" can be defined as showing the patient how great they are going to look and feel if they have esthetically (and functionally) oriented dentistry. One of the best ways for a dentist to do this is to MASTER the technique of the direct resin mockup. Within minutes of meeting the patient and doing the DRM, I can bring a patient to tears (of joy). They know they want what I have just shown them and now it is only a matter of how to pay for it. This is like taking a test drive in a Porsche or a Ferrari. How does it make you feel?
Commenter's Profile Image Barry Polansky
April 13th, 2013
I agree Gerald--- even better than using photographs, direct mock-ups are very motivational. But as dentists, we have to look further than cosmetics--- dentistry involves other components such as health and function. Especially function which is quite intangible unless the patient exhibits symptoms. I still pose the question -- what methods are out there to help sell the intangible. As far as cosmetic dentistry---thanks Gerald...good one. Barry
Commenter's Profile Image Gerald Benjamin
April 13th, 2013
Barry, I do not agree that a beautiful smile is a tangible. Most people cannot even imagine that a beautiful smile is possible and what THEY would look like with one unless you do a resin mockup. The intangible BECOMES tangible. In the biggest picture though, you are correct. The ability to appreciate the intangible may be something that we are born with and could, indeed be genetic. What makes some people appreciate Art, or a Patek watch, or a Ferrari. One can buy a Timex that literally takes a few minutes to manufacture or a gold Rolex watch that takes a year to make...both tell time. The fact that someone tells you that something is valuable, does not make it necessarily so on an individual basis. An inherent appreciation of excellence is not universal nor is the concept of a 'better bite.' A large percentage of dentists do not have an ideal bite or a cosmetically pleasing smile and they of all people should and yet don't. How can we explain this? Ron Jackson used to tell the story of a previous owner of an NFL team and a billionaire who refused treatment if it was not covered by his dental insurance. How does one explain this? That is why the intangibles ARE the intangibles.
Commenter's Profile Image Barry Polansky
April 14th, 2013
A beautiful smile is intangible...mock-ups and photos are an attempt by dentists to make it more tangible.In order to really reach our patients we must do more than just "show" what the smile can look like (although this can be effective). We must touch the emotional brain ---that is the essence of my question --- how can we do that? You give good examples--the Rolex and the Ferrari---those companies understand the nature of what I call the promise of happiness.