One of the most common mistakes 90% of my clients make is pricing --- and by that, I mean dosing.
When you are basing your prices on what everyone else is charging, you are selling A COMMODITY. Undervaluing the professionalism and service you provide. Low prices attract the WORST patients. Most people in this industry understand this to be true.
Take injectables for example. Most clinics are still charging per unit (I advise against this, but more on that another time). Clinic owners have come to identify the "price shopper" or "groupon-seeker" who wants a dirt low price per unit. No one wants these patients so they are ok with letting them walk away and standardize pricing at $10/unit or higher.
The truth is there is more to pricing than just the unit price (one of the reasons I hate per unit pricing)… As an injector it is your professional decision on the number of units the patient requires. This is where clinics FAIL at getting the correct results for their patients, lose money and lose retention.
Because of fear of the price being too high, fear of the patient not feeling 'natural' and fear of loosing a patient, most injectors do not recommend a high enough number of units. When I ask physicians and nurses how many units, on average, they inject (typical glabella, crows, forehead) the range goes from 30 - 60 units. This is a big DIFFERENCE.
Here are the 4 reasons WHY to properly dose your patients:
1. PATIENTS WANT RESULTS - they don't want to come back for a touch up or pay more than the original price you quoted. This is annoying and it destroys the trust you built with them as a medical professional.
2. PATIENTS WILL BLAME YOU - without getting the results they wanted, they will say , "it's the wrong product", "that clinic isn't very good" OR "that injector isn't doing it right". They will NOT say "oh, the injector didn't get it right because they were just worried so they wanted to go low and slow and will bring me back in for another visit and top me up and ask me to pay the difference but I don't mind… :( "
3. YOU WILL LOSE PATIENTS - most patients who are not satisfied will not come back to the clinic. Period.
4. YOU WILL LOSE REFERRALS - when patients come back they also don't make good recommendations for your clinic -- in fact the opposite.
As a medical professional it is as much your ethical responsibility to inject ENOUGH product as it is not to inject TOO MUCH.
Everyone focuses on the latter! But you wouldn't prescribe 20% less the antibiotic or give only have the ordered drug so why do most people err too conservatively on injecting cosmetics?
Unfortunately lots of business mistakes are fear-based.
There are ways to overcome this:
Fixing your consultation process with patients. This is the number one way I help my clients get to a point where they are pricing and dosing properly and feel comfortable with asking these prices. This needs to be a sales process - not just someone explaining how the procedure works! Not many people like sales so they don't want this to be the truth but it doesn't need to be pushy or aggressive --- just follow a process.
It's important you show the patient that you are able to treat all the issues that they are presenting with. It doesn't mean they have to commit to all the treatments today but it does give them the understanding what will help and when to expect it.
SHOW YOUR EXPERIENCE -- DON'T TELL IT
Most people are visual learners. Yet VERY few clinics offers visuals to demonstrate the results of a treatment. Would you buy a house a car or heck, even a pair of shoes if someone just "explained it to you"?!? Likely not. Incorporating visuals of results YOUR patients obtained is one of the best ways to gain confidence, trust and SALES.
After these things are established, pricing and dosing are EASY.
It's important to deliver results if you want to grow your practice. It helps your patients (they are happy with their results), it helps your retention of patients (happy patients come back), it helps your business (you will make more money and need to recruit fewer new patients)
This is my experience in this industry. Let me know if it resonates with you.