How Should You Put Pricing on Your Healthcare Marketing Channels?
Often in our profession, Practice owners choose not to include pricing on their online healthcare marketing channels. Requiring any potential Patient to instead call or visit the Practice for a quote. The reasoning behind this is understandable, you might not want to run the risk of turning off a potential Patient before you’ve had the chance to demonstrate the value of your product and service. We also have a complex pricing model that requires some explanation.
Our prospective Patients are undertaking ever more research before even contacting a Practice. Whether you like it or not an understanding of pricing and costs is a fundamental piece of that research. Holding back on pricing information can be seen as that you have something to hide at best and dis-honest at worst.
With that being said, there are some things that we have to consider when it comes to pricing in our profession. It does need to be explained, so the price needs to come with an addendum stating clearly the bundled services that accompany the product. When you include pricing on your healthcare marketing channels it needs to be done carefully, there is a fine balance to how it is stated. We neither want to overwhelm the prospect with information, nor do we want to denigrate the services included.
If you are convinced that building a pricing page is the right move for your Practice, Here are a couple of concepts to keep in mind when creating one;
Be careful about overwhelming prospective Patients with information
They are looking for an answer to one question, “What does it cost?” You need to answer that question first and foremost, you then supply supporting information afterward. Keep your pricing page relatively clear and uncluttered so it’s easy to find the figures they need. Whilst our pricing is complex, you can include a synopsis of services etc. with a link to a more detailed description.
Address pricing levels and technology levels
We offer many products at differing tech and price points, we need to assist prospective Patients with an understanding of that. Try to assist the decision process on your pricing page. Give your prospective Patients enough information to assess your different price points and how to assess their own needs against each one. It is imperative to give clear definition of what additional value each price point delivers. We also need to supply this information in a simple and easy to understand manner.
Reassure them that you are the Practice to do business with
I read an interesting article recently, it outlined how social proof affected a purchase decision. It broke down at its most basic to somebody else bought it, it must be alright! on your pricing it won’t hurt to integrate testimonials from existing Patients. It helps reassure a prospective Patient that your Practice is the one to do business with. Don’t overcrowd the key information, but find places to weave in content that shows how purchasing from you achieves results.
Make it easy to email and print
This may seem like a minor detail, but we know that purchasing decisions pertaining to our products often involve more than one person. You can help both yourself and your prospective Patient by creating your pricing information in a format that’s easy to share, send around for review, and print if need be. This can be done with a downloadable PDF or integrating the ability to customise pricing information for print. Akin to a compare products function that can be printed.
Pricing is just as much a healthcare marketing tool as it is a sales discussion. Instead of shying away from creating healthcare marketing content on pricing or avoiding the topic, maybe we should embrace it.
Regards
Geoff
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