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74 Dental Growth Machine: Transform Your Practice by Attracting High-Value Patients Who Pay, Stay, and Refer Workbook14. Hot PageThis is where you convert prospects into patients by showing them the value they will receive by agreeing to the treatment you recommend.Your hot page needs to Identify the problem. Agitate the issue. Discredit alternate solutions. Solve the problem. Refer back to the conversation in Chapter 8 about the PADS technique, then spend a few moments brainstorming on the topics you would like to cover on your hot page:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Want to Sell More Dental Implants? Read This Letter First!Let me start by stating the obvious. The cost of dentistry is rising, but the price of dentistry is not. As this trend continues, dentists will become poorer and poorer, and eventually, the economics of dentistry as a profession will be compromised.As I write this book, I am 56%u00a0years old and have TWO implants (thanks to my oral surgeon, Dr. Sammy Noumbissi). Today, most people in my age range don%u2019t think $6,000 is a lot of money.Back in 2014 and 2004 when I was 46 and 36, I did not need implants... but back then, everyone thought $6,000 was a lot of money and elective dentistry (implants, all-on-X, orthodontics) were treatments reserved for %u201cpeople with discretionary money.%u201dImplants have consistently cost $6,000 for 20%u00a0years. Your insurance reimbursements for preventive and curative dentistry have not increased during that time, but the cost of everything else has gone up substantially. It costs more to run your business, pay for your supplies, and staff your practice. But insurance companies don%u2019t care about that.Plainly stated, this is our economy and we are stuck with it. You and I can%u2019t fix our economy. But we CAN fix our economics.The trend started when President Obama was in office and %u201cObamacare%u201d was born. This changed the definition of poverty. More people with more financial resources became eligible for insurance subsidies and Medicaid.The trend continued from there. Unfortunately, our country (and most of the world) has endured some non-trivial economic injuries, which are long-lasting, irreversible, here-to-stay facts of life.In 2025 and beyond, the market will be desensitized to price and cost. Politicians have responded to this with wage increases. This means everyone is bringing home more dollars, yet those dollars still do not buy much. But dentists are still delivering dentistry on decades-old fee schedules.Therefore, comprehensive elective dentistry, such as implants, all-on-X, sedation, cosmetic, sleep, TMJ, etc., is now more %u201caffordable%u201d to a larger percentile of our population.Elective dentistry is no longer reserved for high-net-worth individuals with deep pockets and ample cash reserves.Implant dentistry is for every American with a missing tooth or multiple teeth. Most people with missing teeth can either afford to pay cash for treatment or have access to credit so they can pay for the treatment plan over time.30 | Dental Growth Machine Companion Workbook