Two things about ClearChoice. Number one, here's why I think that they're priced so high, and number two, here's why I also think that you should price your fees lower than them unless your unique value proposition is so clearly defined that it just blows them out of the water. All of us know, at least if you don't know by now, ClearChoice sold for $1.1 billion not too long ago to Aspen Dental. So obviously they have a lot of investors and private equity that they need to make happy. That really doesn't change from before. That's kind of always been there for ClearChoice.
But the other thing is, obviously, is, you guys understand as well, it's a lot to really make these things fit really good at the end. They have to come back for appointment after appointment after appointment. And that's the same thing for the majority of us and the workflows that we have in the office. They also have an oral surgeon and a prosthodontist, and they really go deep on those two things. We have the specialist to do the surgery and we have the specialist to do the restorative part as well. That's going to make it fit. Perfect. So obviously they're going to create the value around those two things as far as why they charge the fees that they charge.
Now, here's my thing to you. I don't know if any of you have private equity that you're responsible for. I think that positioning your fees lower than ClearChoice is fantastic, but also adding value on top of what they do. If you can position right here, you can always anchor high on the fees of ClearChoice, which hopefully you saw my video about anchoring high on the fees of ClearChoice, stacking the value and then coming in at a lower fee, you'll win a lot more cases, especially if they've gone to ClearChoice or heard of ClearChoice, you'll win a lot more cases that way.
If by chance you're very competitively priced at the exact same thing really as ClearChoice, you really, really need to clearly define your unique value proposition and why it's worth coming to you and not ClearChoice. If you simply say, "I do it all in one place," so do they. If you simply say, "Well, I'm really good at it," so are they. They have an oral surgeon and a prosthodontist working in the spot. So you really need to come through with that unique value proposition if you're going to be there.
The other thing is ClearChoice has done a lot of market education for us. That's a fantastic thing about them. So because they've done so much advertising and education about dental implants, a lot of people know how much it cost ClearChoice already, which is again why if you can come in and you can stack additional value and then still come in at a little bit less, you'll win their cases. Some of you might think, "Well, now I can do just as good a job. My fees are going to be just as high." That's your choice. You just really need to be able to come through explaining your unique value proposition.