Setting the right price for your practice’s services can feel like walking a tightrope. You want to be accessible to your clients, but you also need to honor the time, expertise, and value you bring to each session. Whether you're launching a new practice or re-evaluating your pricing structure, finding that sweet spot requires both strategy and intuition.
Here’s a practical, step-by-step guide to help you price your services with confidence and clarity.
1. Start With Your Costs
Before thinking about market rates or what competitors charge, start with your own numbers. To run a sustainable business, you must know your baseline costs.
- Fixed Costs: Rent, software, insurance, utilities.
- Variable Costs: Supplies, transaction fees, hourly contractors.
- Labor Costs: Your time and the time of any staff.
Once you understand your monthly expenses, you can calculate your minimum revenue goal. Divide that by your available client hours and expected time utilization to determine the minimum amount you need to charge per session just to break even.
Tip! Factor in Time Beyond the Session
Remember to account for the non-billable time you spend on each client:
- Reviewing labs or charts
- Writing notes or follow-ups
- Answering messages or questions
- Coordinating care
If you spend 90 minutes total for a 60-minute appointment, price accordingly. One strategy is to build that additional time into your session rate or to consider charging for “asynchronous” support when appropriate.
2. Know Your Value
Pricing should reflect more than just time—it should reflect expertise, outcomes, and experience.
Ask yourself:
- Do you offer a niche or in-demand service (e.g., hormone optimization, ketamine-assisted therapy)?
- What credentials, certifications, or advanced training set you apart?
- What’s the transformation or result clients can expect?
When clients see your services as transformative rather than transactional, price becomes a reflection of value—not just time spent.
3. Research the Market
Next, look at what others are charging in your area and specialty:
- Search for similar providers on Google, Yelp, or social media.
- Join local or industry-specific Facebook and LinkedIn groups.
- Use online platforms like Zocdoc or Healthgrades to browse pricing.
This gives you a realistic pricing range—but don’t feel obligated to match the lowest price. Competing solely on price often undervalues your offering and can attract less-committed clients.
4. Create Tiered Offers
People like choice. Offering multiple service tiers allows clients to choose based on their needs and budget while increasing your revenue potential.
For example:
- Intro Package: A short-term, low-commitment offer (e.g., 3 visits for $399).
- Standard Visit: Your typical session price (e.g., $175 per visit).
- Membership or Package: Bundled services with added perks (e.g., 10% off supplements, priority scheduling, wellness check-ins).
Bonus: Packages and memberships help improve client retention and predictability in your revenue.
Tip! Many providers offer 15 minute free consultations (at the beginning!) to reduce the barrier to entry for new patients, especially if you’re offering higher price point services or packages. Easily test it out with your EMR scheduling to see whether discovery sessions are a good fit for you, your patients, and your practice.
6. Communicate Your Pricing With Confidence - Vagueness Causes Patient Confusion and Frustration
Once your pricing is set, present it clearly and confidently—on your website, in your booking flow, and in conversations. You’re not just selling time—you’re offering expertise, care, and transformation.
Make it easy for clients to understand:
- What’s included
- What makes it valuable
- Why it’s worth the investment
And don’t apologize for your prices. The right clients will appreciate the quality and results you offer.
Tip! Revisit Regularly
Pricing isn’t set in stone. Your practice will evolve—your experience deepens, your offerings expand, and your costs change. Make it a habit to revisit your pricing every 6–12 months - and don’t be afraid to make adjustments if you need to!
Ask yourself:
- Are you consistently booked or turning people away? (You may be undercharging.)
- Are you feeling overworked or resentful? (You may not be charging enough.)
- Are clients confused about the value of what they’re getting? (Consider clearer promotion, pricing, and packaging.)
Pricing your medical or wellness services is both a financial and psychological process. It’s about covering your costs, recognizing your worth, and building a practice that supports your well-being as much as your clients’.
As you refine your pricing, having the right tools to support your workflow is essential. OptiMantra’s all-in-one EMR and practice management platform makes it easy to set up custom visit types, automate patient communications, and track financial performance—so your pricing strategy stays aligned with your practice goals. Whether you're offering pay-per-visit sessions, memberships, or bundled care packages, OptiMantra gives you the flexibility to grow your business your way.
