The Book · By Moiz Khurram
Why brilliant dentists build broke practices.
His grandfather was a brilliant clinician who charged two dollars a visit for twenty-five years — and built a practice that could never run a day without him. This is the playbook he was never handed: charge what it is worth, fill the book, and build a practice that pays its owner.
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The two dollar story
The story behind the title
Lahore, 1993. A third-generation dentist opens his own clinic with seven decades of family dentistry behind him — and charges two dollars a visit. Sometimes one.
He could not raise prices on people he knew. Down the road, another dentist — not a better clinician — charged many times more, and got the practice that paid its owner.
Twenty-five years later he sold, because the clinic could not run a single day without him. The clinic didn't have systems. It had a man.
The argument
Said straight.
“He didn't sell a business that day. He put down a job he could no longer carry.”
“Margin is not greed. Margin is capacity to care.”
“Ads don't fix a practice. Ads pour water into whatever bucket you already have.”
What’s inside
Twenty-four chapters. One machine.
Every chapter runs the same engine — the mistake, the cost, the fix, the proof — and every chapter ends in a Monday action.
Part I — The $2 Dentist
- 01
Two Dollars
Seven decades of family dentistry, one brilliant clinician, and the fee that quietly wrote an invoice nobody ever sent him.
- 02
The Price Is the Symptom
A chronically low fee is never the disease. It is the symptom of four missing assets.
- 03
The Most Expensive Education
Ten years of paid-for mistakes — scams, flops, six hundred booked meetings — translated line by line into your practice.
Part II — Charge What It's Worth
- 04
Why Dentists Undercharge
Three beliefs that feel like wisdom and work like rust, taken apart with the one-in-six arithmetic.
- 05
The Value Equation in the Chair
Patients do not buy dentistry. They buy what it does to their life — presented in the right order, fee last.
- 06
The New Patient Offer
“New patients welcome” is a shrug in sans-serif. Build a named, premium experience beside the honest basic one.
- 07
Guarantees You Can Actually Make
Never guarantee the clinical outcome. Guarantee what patients are actually afraid of: time, bills, comfort, service.
- 08
Raising Fees Without Losing Patients
The five-step sequence that starts with people who never knew the old price, and ends with measured truth.
Part III — Fill the Book
- 09
The Goldmine in the Filing Cabinet
The cheapest demand you will ever reach is already in your software, filed under silence.
- 10
Referrals Without the Awkward
Word of mouth is not a channel until you build one: the peak moment, the one-sentence ask, the proper thank-you.
- 11
The Local Authority
Authority in a five-mile radius is the entire game. Reviews first, your Google profile second, plain-spoken video third.
- 12
Paid Ads Come Last
Ads pour water into whatever bucket you already have. Five readiness lines before you spend a pound.
- 13
The Missed Call Is the Lost Patient
A well-run practice still loses a third of its after-hours callers. Ring your own front desk, then do the maths.
Part IV — The Dental Money Model
- 14
One Patient, Four Offers
The first visit is not the transaction. It is the beginning of a sequence: attraction, upsell, downsell, continuity.
- 15
The Membership Plan
Members times monthly fee, banked before a single drill spins — the end of starting every month at zero.
- 16
Know Your Numbers
Five numbers, one page, twenty minutes every Monday. Weekly numbers get changed; monthly numbers get excused.
Part V — Run Without You
- 17
The Practice That Was the Man
What happens to your practice on a day you do not walk in? For his clinic, nothing could.
- 18
Hiring the Team
Recruit before the vacancy, score against paper, and audition the front desk with real calls.
- 19
Training and Scripts
Five conversations move nearly all the money in a practice. Script the floor, then drill it ten minutes a week.
- 20
The Practice Manager Decision
The manager question is arithmetic, not anxiety — and the authority split lives on one signed page.
Part VI — Sell On Your Terms
- 21
The Delegation Ladder
Nobody jumps from doing everything to doing what they choose. You climb, one funded rung at a time.
- 22
What a Practice Without You Is Worth
Every buyer asks the same first question: what exactly am I buying, and does it leave when you do?
- 23
The Choice My Grandfather Never Had
Two futures, same dentist. The ending of a practice is either a decision or a deadline.
The Objections
- 24
“But My Practice Is Different”
The eight versions of “that wouldn't work here” — NHS-heavy, brand-new squat, single-handed, five years from retirement — answered straight.
Also inside
- The 90-Day Install — the whole system, sequenced into thirteen weeks
- Ten Years in Twenty-Four Chapters — the book on one page
- The Toolbox — all eighteen tools, printed in full
- The Verification Register — every number sourced, or given as a formula
An honest fit check
Not for everyone. Deliberately.
This book is for you if…
- You own a private or mixed practice, and everything still runs through you.
- You can quote last month's takings, but not your production per chair hour.
- You price from fear of the empty diary, and you know it.
- You want a practice a buyer would pay properly for — or one worth keeping.
- You will do one Monday action a week. That is the entire ask.
Skip it if…
- You are looking for clinical technique. There is none in here.
- You want hype. Nothing is invented, every number is sourced or given as a formula, and every borrowed framework is credited.
- You would rather read about the work than do one action a week.
- You are an associate with no say in how the practice runs — yet.
About the author
Moiz Khurram
Moiz Khurram is the fourth generation of a dental family. It starts with Deen Muhammad's two practices in Amritsar, runs through Khizar Hayat, and lands with his grandfather, Dr Muhammad Saleem Akhter, who founded Makkah Dental Clinic in Lahore in 1993 and ran it for twenty-five years — then sold it in 2018, because the operations could never scale beyond one man.
Today Moiz hosts Between Patients, the podcast where practice owners explain on the record how their practices really run, and builds SelenicAI, the AI receptionist that answers dental practices' phones day and night. The $2 Dentist is his first book — written so no practice owner has to learn what his family learned the expensive way.
Member · IADR 2026 (International Association for Dental Research)
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Questions
Straight answers
A PDF ebook, designed to read cleanly on any device — phone, tablet, laptop, or printed. No proprietary reader, no DRM hoops.
Payment runs through Whop. After paying, attach a screenshot of your payment on the order form and your copy is sent to your inbox within 24 hours — usually much sooner.
Private and mixed dental practice owners. If you own the chair and the numbers — whether you are twenty-five years in or opening a squat — the frameworks apply. It is not a clinical textbook.
Yes. Every future edition of the e-copy is free to existing readers. The second edition adds practice owners from the Between Patients podcast telling, in their own recorded words, how each fix played out in their building.
Email moiz@selenicai.com and a working copy will be sent to you directly. No forms, no ticket queue.
Your hands built the practice. This book makes it pay you back.
One Monday action a week · The whole system installs in ninety days