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How to respond to patients asking about the €950 implant offer
- Chris Barrow
- Jun 19
- 2 min read
The Dentist
"Hi Chris
I would be grateful for your thoughts- there is a rapidly expanding micro corporate in Ireland that are undercutting all surrounding practices.
Their headline product is a fully restored implant for €950 with a 20 year warranty.
Obviously this is not a sustainable model but how would you suggest marketing this to patients?"
The Coach
Not an uncommon question (I wrote my first blog post about this situation many years ago) and one that many in your comminity will be facing in the next 6–12 months as investor-backed “micro-corporates” use massive marketing spend in a race to capture market share with unsustainable loss-leader strategies.
Here’s how I’d approach marketing in response to €950 implants with a 20-year warranty—without racing to the bottom.
First: Strategic Positioning (not just messaging)
This isn’t just a “price war” — it’s a perception war.
You don’t need to compete on price — but you must compete on clarity, trust and expertise.
Here’s how to do that:
1. Don’t Dismiss — Define
Rather than mock the €950 offer, position it respectfully but clearly:
“Yes, you may have seen ‘implants for under €1,000’ — but here’s what to look for before you book…”
Use this to lead into a content-led buyer's guide:
“The 5 questions to ask before choosing any implant provider”
“What does a 20-year warranty really mean in dentistry?”
“Why the cheapest implant may cost you the most”
Use video, email, and social to distribute. This follows Marcus Sheridan’s "They Ask, You Answer" and "Endless Customers" playbook perfectly.
2. Highlight total value, not total cost
Break down your patient proposition:
Free planning consult
Named clinician with X years’ experience
In-house digital scanning (vs. impression trays)
3D-printed surgical guide
Immediate support contact
Warranty transparency
Position your price as a reflection of comprehensive care. Use visuals like comparison tables.
3. Patient Testimonials: focus on consequences
Find a patient who regretted going cheap or had a failed implant experience before coming to you. Turn this into:
A 90-second video story
A blog titled: “What I wish I’d known before I bought my first implant”
A social media carousel: “Price vs. Precision: John’s Story”
This builds trust through relatability, not technical superiority.
4. Offer financial accessibility — without discounting
Promote finance options “From €5.20 a day — implant and peace of mind included.”
Emphasise predictability: “No hidden extras. No ‘from €950’ tricks.”
Consider bundling whitening, hygiene, or additional reviews as value bonuses, not discounts.
5. Reinforce the long-term relationship
That corporate model likely doesn’t include:
Continuity of care
Named clinician access
Personalised follow-up
Use AI-driven content or a chatbot to reinforce your relationship-based model. Position it like this:
“We're not a pop-up provider. We’ll be here for the next 20 years — because we’ve already been here for the last 20.”
Suggested messaging angle:
"Implants that last — from a team that’s here to stay."
Or:
"€950 sounds tempting. But what if it costs you twice?"
.........and so (courtesy of my trained GPT) here is a suggested article which can also be a framework for a conversation.
Hi Chris, we met at Evodental’s team building day a couple of years ago. Interesting perspective you’ve shared here that I largely agree with - although as one of the directors of said microgroup in Ireland, and as one of the most experienced implant dentists around, is that there are ways to offer a value proposition like this without ‘cutting corners’ in care or quality, which would be shortsighted… at scale it is possible to provide a high quality implant restored at €950 Euro and there is no difference in failure rates or quality with those charging three times more (I have audited this) but with a properly set-up lab and complete control of costs, an efficient digital clinical workflow…