The majority of clinics have a uniform pricing structure. In this article I want to highlight the benefits of a dual layer pricing structure for the clinic owner, clinic associates and the clinic as a whole.
There is so much competition that it is more important than ever to stand out from the crowd. There are a number of ways to doing this but having expert status or having specialist treatment programmes are two key ways to stand out from the masses.
Pricing is an incredibly powerful marketing tool to give signals to your audience:
High price = higher quality/value
Lower price = lower quality/value
There are some consumers who only want the best and then there are consumers who are happy for standard service e.g Tesco Finest vs mid range branded item
What clinics can learn from hair salons
Have you ever been to a hair salon where there are different prices for different levels of stylist?
I have never had a hair cut at Toni and Guy, but to my mind at least they are the brand which says quality haircut. As for the stylists, well, they work at Toni and Guy so you expect them to all be very good.
The artistic directors are priced higher than the senior stylists and the pricing differences suggest that the artistic director will give the best haircut available.
Some people will want to pay more the artistic director whilst others will be satisfied with a senior stylist.
So for clinics…
It is expected that the clinic director should be the leader of the clinic. They are (supposed to be) the best clinician and their leadership status sets the course of the clinic brand.
Some patients want to see the leader, the best so it makes sense to affirm the clinic director’s status as the best by having a visible higher price point.
The clinic director will see existing patients and attract new ones – and these patients are happy to pay a higher price. If a patient wants to see the director but the director is fully booked, the receptionist can book them in with an associate who is equally capable of treating the patient.
Additionally, the higher price for the clinic director has the effect of making the associate price look good value. No change in price, but new perceived value and this is attractive to would-be patients who are mildly price-conscious.
When a prospective patients looks at your website, they will see by the price points that the clinic is good because it is run by an expert (this person must be an expert – the higher price tells them that). This reflects well for the associates as they are members of the expert team.
The patient then has a choice as to who they want to see. I only want the best person, or I am happy for the associate to see me because I am assured that the associate will give me the service I need.
Whether it is £5, £10 or £20, any price differentiation has a subtle but powerful effect on the perceived expert status of the clinic in the eyes of the would-be patient.
That is good for everyone.
Author: Stephen Small