A good doctor is like a good bar of soap - it may be more expensive but it is worth it in the long run. There are lots of products that are more expensive than the standard products and it might not be immediately obvious why you should pay more. It is often only after using it for a while that you realise why you have paid the extra. It can be like this with doctors. We can all look like we are offering a similar thing and it is only when people experience our clinical care, do they see why we might be different. That is why word of mouth recommendation is so powerful, but our job is build a practice that does not rely on this. We need to be an aspirational product that costs more and patients will want to pay more for.