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    7 Tips to pricing cosmetic procedures


    6. Anticipated Outcome (and What It Takes to Get There)

    It makes sense that doctors should consider factoring in likely outcomes.

    “For example, if multiple sessions of a given procedure are expected to achieve the desired result, like skin tightening with Pelleve [Cynosure], the per-treatment price should be lower than a one-and-done procedure like Thermage [Valeant Pharmaceuticals] or Ulthera [Merz Aesthetics] on the same area,” Dr. Waldorf says.


    7. What Colleagues Are Charging

    Dr. Levin says she does market research, looking at the range of prices for a procedure charged by other physicians in her geographic area.

    “There is often a wide range for the same procedure based on geography. Today’s patients educate themselves and are often aware of the average cost of procedures. I don’t set prices so low that it attracts those looking for the ‘cheapest deal.’ Those patients tend to not be loyal. Patients often know the ‘you get what you pay for’ concept. However, I also do not set prices at the very top of the spectrum, so not to drive away patients who are cost-conscious,” Dr. Levin says. 

    Dr. Waldorf says it’s wise to ask friends and colleagues in similar regions what they’re charging for a particular procedure to get a sense for pricing. She’ll also quiz sale representatives about what physicians in the region are charging on devices they’re selling.

    “To screen out the ‘doctor shoppers’ and ‘sale seekers,’ my staff doesn’t quote any prices on the phone other than the consult,” Dr. Waldorf says, “and I certainly would never participate in a GILT or Groupon discount.”

    Lisette Hilton
    Lisette Hilton, president of Words Come Alive, has written about health care, the science and business of medicine, fitness and wellness ...


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