If you charge less when a procedure is easy, do you charge more when it's difficult? One question that reframes the discounting habit entirely.

Discounting doesn't just cost you money — it signals desperation, demoralises your staff, and fills your books with bargain hunters. The good patients leave quietly.

Charging purely by time kills the incentive to improve. Charging purely by item ignores the difficult patient at 4pm on a Friday. Here's the hybrid approach that actually makes sense.

Discounting your fees to fill your appointment book is a trap. The most successful practices charge higher than average fees — and never discount. Here's why.