Pricing strategies for dental labs – what are you worth?

‘You are worth charging for’ – Ashley Byrne explains some of the key mistakes dental labs make when pricing services.

Busy doesn’t always mean profitable

Dental technicians are a proud bunch. We work hard, we solve problems, we get the job done. But somewhere along the way, many labs have backed themselves into a corner where they’re busy all week and still wondering where the profit went. Sound familiar?

It’s a situation I’ve seen far too often and sadly it’s on the rise. As part of the DLA board, I get to speak to a lot of lab owners and they often tell me they’re flat out with work, doing late nights to hit deadlines, investing in digital kit, hiring where they can – but month after month, the margins are getting tighter. What’s going wrong?

The truth is that many labs are still charging like it’s a decade ago. Prices haven’t moved with the times, even though everything else has. Materials, wages, rent, equipment, software, electricity – the list goes on. And with some of the larger clinical corporates now pushing for rebates, discounts and preferential pricing, it’s getting dangerously close to unsustainable for many labs. These deals might look tempting in the short term, but the long-term risk is huge.

Once you’ve agreed to knock 15-20% off your work for volume, how do you go back? And what happens when the volume drops but the discount stays?

The invisible work we’re not charging for

The issue isn’t always just what we’re charging – often it’s what we’re not charging for. Digital design work, implant planning, shade analysis, remakes caused by poor scans, late changes, rush jobs… We absorb so much because we want to help, because we’re relationship-focused and because we’re proud of our work.

But let’s be clear: every extra minute your team spends fixing a case that should’ve been right the first time is money lost. And that adds up, fast.

I’ve spoken to lab owners who haven’t reviewed their price list since 2018. In that time, the cost of zirconia has shot up, composite kits have doubled, technician wages are under pressure from a shrinking talent pool, and the cost of electricity has me in sweats just thinking about it. It’s no wonder so many labs are feeling the pinch. We can’t keep delivering more, investing more, and expecting less in return.

You’re not just a supplier – you’re a clinical partner

We need to reframe how we see our role. Labs are not just service providers; we’re clinical partners. We help dentists plan, design, adjust, and perfect. We take digital data and turn it into something functional, aesthetic, and patient-ready. That is not a low-skill task – it’s a bespoke service. And it should be priced as such.

This isn’t about being expensive. It’s about being sustainable. The best labs aren’t the cheapest – they’re the most consistent, the most collaborative, and the most committed to high standards.

Dentists have long been charging for their expertise. When they sit down to do a smile design consult, they charge for it. When they take time to plan a case, it’s in the treatment cost. So why are we so hesitant to do the same?

Raising prices without losing clients

Raising prices doesn’t need to be a dramatic, client-losing move. Start by getting a clear view of your real costs – materials, technician time, and all the quiet overheads like software licences and servicing. Once you know your baseline, you can build a pricing model that works for you and your team.

You don’t need to itemise every tiny thing; in fact, dentists often prefer bundled pricing that’s clear and consistent. Communicate clearly. Let your clients know that your prices are changing to reflect increased costs and to protect the quality and reliability they depend on.

The key is confidence. You’re not asking for a favour – you’re running a business. And most dentists will understand, especially when they see how much you’re investing in staying current, delivering precision, and supporting their outcomes.

Beware the corporate trap

One of the biggest risks right now comes from the increasing influence of large clinical corporates. Many are looking to tie labs into rebate deals, exclusive discounts, or framework pricing models that chip away at your margins with the promise of volume.

It’s tempting – especially if you’ve had a slow month or want the security of big-name clients. But be cautious. These agreements often come with tight turnaround times, minimal loyalty, and a long list of expectations. If your prices are already tight, even a small rebate could push you into loss-making territory without you even realising it.

The smartest labs I know are careful with these deals. They assess them like any other business decision: does this serve us? Can we maintain quality at this price? Is this sustainable if things change?

At the end of the day, that’s what matters most – building something sustainable. Something that rewards your team, supports your clients, and leaves you with a business that works for you, not just for them.

Final thoughts

We’re in a period of change. Labs are more digital, more central to clinical outcomes, and more skilled than ever. It’s time our pricing reflected that. Let’s stop being afraid to charge for our time, our knowledge, and our value.

Don’t let rebates or ‘preferred supplier’ deals define your worth. You’re not just a technician – you’re a professional. You’re a partner in patient care. And yes – you are worth charging for.

Catch up with previous columns from The Lab Expert:

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