The Aesthetics Advantage

Stay in your lane.

As a Practice Consultant working for an Aesthetic Device company, the single most asked question was “what does everyone charge for this treatment?” While it is a very important question, it’s not the right question they needed to be asking. 

The right question is, “What would my patients pay for this treatment?” 

You can look up all of the local analytics, you can call and price shop other practices, you can ask your reps, but at the end of the day, what is this treatment worth to your patients? What can you sell it for?

Patients will always be able to find discounted treatments because there will always be a desperate practice willing to bargain just to make a quick buck. But at what long term expense?

Pro Tip: To your target patients, It’s not about pricing, it’s about the quality of service & patient experience.

I have a great example of 2 accounts that I consulted for in Beverly Hills. They were in the same building, they were almost directly next to each other, they were both surgeons and they both had the same device! 

Now 1 practice charged $1,500 per treatment for this service; which was above average for the market and the other practice charged $450 a treatment; which was well below average! Can you guess which practice was busier? 

The second practice couldn’t give away these treatments and why?

Even though that first practice was charging over 3x as much for the same service, they were much busier because their level of service was impeccable and they didn’t negotiate with their patients on pricing; therefore the overall calibur of their clientele stayed consistent.

The minute you start discounting your services, price matching or negotiating with your patients, is the minute you start to devalue yourself as a provider and a practice. These price shoppers will begin to multiply like rabbits and the quality of clientele will decrease. 

Stay in your lane, don’t compromise your standards and don’t be afraid to walk away from a few thousand dollars.

Want to stay competitive with pricing? Focus on creating the best possible patient journey and let us know how we can help!