Tag Archives: plastic surgery prices

3 Reasons for Plastic Surgeons to LOVE Price Transparency

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:

cant-afford-it-email

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.

scheduled at consult

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 keywords

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
(9/2012-9/2013)
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
(9/2012-9/2013)
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

carecredit-estimator-ydg-001-147x393 2xss

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.

CareCredit Advertising Toolkit

4. Kick it up a notch with BuildMyBod

build my bod appThis 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.

Example: www.pacificheightsplasticsurgery.com/pricing/

More info about BuildMyBod

Why plastic surgeons shouldn’t keep surgery prices secret

prices

Many plastic surgeons believe the best time to provide cost information is at the consultation appointment.

But failing to provide accurate price ranges to consumers prior to consult has negative effects…

  • Inefficient use of MD time
  • Inefficient use of staff resources
  • Better-qualified patients can’t get in soon enough
  • Lower patient satisfaction at consult

In results from 3,228 surveys of post-consult patients in 118 practices, 70% of the patients who scheduled surgery were given a fee quote that was exactly what they expected or less.

When patients receive a fee quote that is higher than they expect, their likelihood to schedule decreases by 50%.

Example: In the mature solo practice below, all aspects of the consultation experience were rated well above the national benchmark. But more than half (53%) of their consult patients received a fee quote that was higher than expected.

The solution? Clearly communicate costs and set expectations before consult, and more patients will schedule surgery.

3 Tips for Setting Cost Expectations Prior to Consult

  1. Make it a policy to quote fees over the phone every time. If pricing is a standard part of the conversation, you’ll know that every patient who comes in the door can afford your fees.
  2. Don’t wait for the caller to ask about fees. Be proactive – ask the caller if they need information about the price range or if they’re interested in financing options.
  3. Include information on your website about the price ranges for each procedure. Not only you are setting expectations, but you are ALSO gaining a competitive advantage for SEO. Cost information is one of the primary keywords patients use while researching their procedure. Be sure to use the keywords “price” and “cost” in the content and page title.