In this Five Minute Friday, I challenge orthodontists to rethink their mindset around fees, value, and confidence. Are you charging based on time, or on the value you deliver? Do you feel hesitant to raise fees because you fear what patients might say—or worse, because your treatment coordinator feels uncomfortable presenting them?

I share two legendary pricing stories—one involving Picasso, the other Henry Ford—and what they teach us about expertise, perception, and worth. I also tell the story of how a respected peer pushed me to rethink what I charge for surgical ortho cases—and why you should, too. If you want to be seen as the clinical expert you are, it starts with owning the value you bring to the table and making sure your team believes in it too.

QUOTES

“You’re not doing braces in 18 months—you’re doing it in the 11 years of training and the decade or two of experience that followed.”
– Dr. Glenn Krieger

“If your TC sees $6,000 as more money than they’ve ever had in the bank, that fee will feel uncomfortable—and your case acceptance will suffer.”
– Dr. Glenn Krieger

Key Takeaways

Intro: Time-based vs. value-based fees (00:00 )
Why orthodontists struggle with charging what they’re worth (01:10 )
The Picasso and Henry Ford pricing stories (02:00 )
Understanding the return on your educational investment (03:25 )
Why surgical cases deserve a five-figure fee (04:20 )
How your TC’s money mindset affects case acceptance (05:35 )
Action step: Align confidence between doctor and TC (06:40 )

Additional Resources

I’ve seen firsthand how undercharging can undermine your brand, your confidence, and your case acceptance.

If you're ready to present your fees with clarity, alignment, and conviction—start by having an honest conversation with your TC. And if you're ready to scale your mindset and practice with less stress and more impact, stay tuned for the 2026 Ortho Vanguard. Want in? DM me for details.

Register for Ortho Vanguard: https://www.opvanguard.com

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