The Crown Experiment 2008: Perception is the ONLY Reality

By Kelly Fessel Carr

Posted Apr 28, 2011 in Marketing


Four crowns. Four price tags. Can technicians and dentists tell the difference?



Can technicians and dentists tell the difference between a $25 crown and a $325 crown? The answer, for the most part, is "no!" according to an exclusive LMT research study.


LMT selected four crowns from four different laboratories that participated in our 2007 Crown Challenge (1), a competition in which 228 individuals and technician teams fabricated the same crown using the same prescription and duplicate models provided by LMT. We chose these four crowns in particular because they had price tags that differed by $100, starting at $25 and topping out at $325. It's important to note that the Crown Challenge participants were knowingly putting their best foot forward in hopes of winning the competition, meaning this is not a random sampling.


We traveled the country to ask dentists and technicians to examine these four crowns on the models and match them with...

Please Log In or Sign Up (it's free) to read the rest of this article
About The Author

  • Kelly Fessel Carr

    Associate Publisher / Editor at LMT Communications, Inc. · Newtown, CT

    At the helm of the magazine for over 35 years, Kelly is the heart and soul of the editorial department, guiding and shaping our coverage - both in print and online - to bring dental laboratory decision-makers the news and...

Please Log In or Sign Up to post to this article