With all due respect to Dr. Farran, it is the doctor`s responsibility to educate the patient and assist him or her in making the choice of restoration that will best serve the patient.
Money matters aside, I believe that once patients understand the pros and cons fully, they will do what`s in their own best interest. We must steer them past what they will "buy" to what will properly take care of them.
After all, we are the experts. It`s the only ethical thing to do. This is the basis for developing a trusting relationship.
Of course, if your goal is to "reap the rewards of a highly successful practice" and you are speaking of the financial realm, then by all means do what sells.
Larry D. Hand, DDS