By Baba Akomolafe
This is Day 6 of our eight-part series unpacking the strategic shifts that transformed NHS-dependent dentists into thriving mixed practices.
Today’s focus is confidence: how dentists stopped apologising for charging, and why pharmacy must embrace the same mindset.
Dentists Didn’t Apologise and Neither Should We
When dentists began charging for services, they didn’t apologise or justify. They communicated value. They framed it as a choice.
They focused on outcomes.
Not guilt. Not excuses.
We care deeply for our patients, but we are not charities.
Charging for deliveries, blister packs, or clinical services is not exploitation; it’s sustainability.
If we undervalue ourselves, the system will too.
Dentistry teaches us that as our value goes, so goes our price tag.
Confidence is not optional, it’s essential.
Call to ACTION: Start communicating your value with confidence. Review one paid service today and ensure its pricing reflects the care you deliver.
