Plastic surgeons, don’t let price transparency scare you! If you share cost information both online and over the phone, you will gain a significant competitive advantage in your market. You’ll also convert more leads from the web and do more cases.
A common objection to this idea is that surgeons don’t want to share prices with the competition, but consider this… you won’t have to secret shop each other and waste your staff’s time to find out, your patients will be far more educated at consult, your web traffic will go up and you will get more conversions online.
1. More informed patients means better consults
You do not want use precious consult time for a patient who can’t afford the procedure when someone who can afford it could have been there instead.
Here’s what happens when they aren’t prepared for the cost ahead of time:
2. Price Education = More Cases
Patients who are prepared for the cost are 21% more likely to schedule on the spot, at the end of their consult. Rather than worried about a financial surprise at the end of the consult, they are focused on absorbing your expertise about the procedure.
What does this table mean? Of 12,924 consult patients surveyed, 48% scheduled surgery at their consult. For those patients who scheduled surgery at consult, there is a 21% increase in scheduling when the fee estimate given is about what the patient is expecting (or less).
3. Stronger SEO & More Conversions
Cost and Price are two of the strongest keywords there are! Neglecting to include them on your website is costing you a pretty decent amount of web traffic. Just like in the consultation, a prospective patient visiting your website looks for cost information in order to move forward in their research process. If you answer their question, they can move on to learn about the procedure, look at your beautiful photos, and contact you for a consultation.
Data from Google Analytics illustrates the importance of this information to your consumer:
|East coast solo practice
|Visitors who used a keyword including “price”||341|
|Visitors who used a keyword including “cost”||1928|
|Visitors who viewed the prices page||6549|
|West coast group practice
|Visitors who used a keyword including “price”||1337|
|Visitors who used a keyword including “cost”||3594|
|Visitors who viewed the prices page||13,722|
TO DO: Your Price Transparency Toolkit
1. Create a useful financing page
Make your financing page as useful as possible! Personalize the page – who is the financing expert in your office? Write a call-to-action inviting your reader to contact the person in your office who handles financing and use her photo on the page. Use a custom form with a specific call to action.
Example: Check out La Jolla Cosmetic Surgery Centre’s financing tools page
2. Add a “Plastic Surgery Costs” page to your website
Create a separate page on your website called “Plastic Surgery Costs” and vary between the words “cost” and “price.” You don’t have to be exact either – you can and should do ranges.
Then, on all procedure pages add cost information in the form of a question. For example:
“How much does breast augmentation cost in Atlanta?” Around Atlanta, the cost of breast implants varies by location and implant type, but at our office in Alpharetta, the fee for breast augmentation ranges from $4000-$7500… etc.
Example: Plastic Surgery Prices page on Hess Plastic Surgery
3. Leverage all the cool stuff CareCredit does for you
Do you use CareCredit? They have created wonderful interactive tools for you to use online.
4. Kick it up a notch with BuildMyBod
This very affordable and beautiful iPhone/iPad app lets a prospective patient add your procedures to their wishlist. After the patient wishlist is submitted, they receive an automated email with breakdown of cost estimate including surgeon’s fee, OR fees, implant fees, etc. The doctor receives the same email that includes patient’s name, email address and phone number. BuildMyBod captures a lead for you and educates your patient about price at the same time.
Even better, they give you embedded content for your website to add to your arsenal of price/cost content.