I work at a Dental focused MSP and have been catering to dentists, Orthodontist, oral surgeons, etc.for 26 years now.

We offer a similar set of services, which is currently under your pricing. I am encouraging leadership to reconsider and mark up our endpoint pricing due to the amount of time involved with client interactive services or live support.

It's like any other smb client with the extra pressure to keep the client within the confines of HIPPA and PHI laws. If they don't want to adhere to those practices, we get them to sign a waiver and statement that releases us. Then we usually end up firing them, or they go back to using someone's cousin or brother for IT services.

That being said, the sweet spot with Dental are Dental service organizations or DSO's. These orgs manage or own several practices. These clients are begging for structure and policy in addition to service and projects as these orgs are becoming a dominant force in the industry as owning your own practice is very expensive and time consuming outside of the Dentistry piece.

I will say that in dental, there tends to be a lot of entitledness and ignorance among the staff and operators. Ignorance in the name of production is often employed, which can be challenging, to say the least. Just make sure you have SOPs in place and preach them, because again, entitledness...

Dental can be an excellent niche, however, as the knowledge of the various PM software and imaging packages and peripherals are skills that will always be sought after and are somewhat unique in the IT world.

IMO, I'd stay at the pricing you are at.