Even dentists who have been in practice for years can be assailed by self-doubt. All it takes is a series of bad months to have them doubting their marketing practices and even their competence as business owners. When that happens, there’s an all-too-natural tendency to run for cover. Unfortunately, that’s the last thing dentists should do. “Cover,” for dentists, is to begin cutting their prices in hopes of getting more patients through the door. What happens when you cut prices? Your competitors take notice, and they begin cut prices to match you. Then you have to cut yours ...