Should I put prices on my website?
Do you or don't you?
The question of whether to list prices on a healthcare practice website is a recurring topic of debate among health professionals and a question I get asked reasonably frequently. In this blog I will hopefully help you understand the subject is more than just a simple yes or no, and so help you make your own informed decision.
In short, my take on it is "Yes . . but . . ."
In reality, one size does not fit all.
First, you need to understand that purchasing (or appointment booking) decisions are deeply influenced by psychology, and the diversity in your potential patient base means their responses to price visibility will vary. Understanding the psychology behind different patient types can guide your decision about where to put your prices.
Understanding price sensitivity
Price sensitivity varies among individuals, but recognising a few key patient types can help you choose your approach to putting prices on your website.
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The bargain-hunting crowd
These potential patients live to find bargains.
They perceive full priced services as a rip-off and will always seek special offers and cheaper alternatives, even if the quality is inferior. Fortunately, this group is small and because they will always be looking for the next low price offer they are unlikely to be loyal patients. My advice is to steer clear of these patients, putting your prices on your website may minimise the number of bargain hunters you attract. -
The on the fence crowd
For many, price is a significant factor, but it's not the only one.
These potential patients need convincing of the benefits you offer before they can justify the expense. Finding your prices before they've had the opportunity to understand what you offer and how it will help them may turn them off prematurely. So yes include your prices but keep them a few clicks from the home page. -
The solution driven crowd
This group is focused on solutions rather than cost.
They are likely to research their problems extensively and look for a trustworthy practitioner who can offer them a great outcome. For them, the presence or absence of pricing on your website will likely have minimal impact on their decision making. -
The luxury seeking crowd
In this group are the lovers of luxury and quality.
They are attracted to the exclusive and high end. They associate higher prices with superior quality and luxury and are often willing to pay more for an enhanced patient experience and the prestige that comes with it. So showing them the prices up front may be beneficial, but only if you truly offer an exclusive luxury clinical experience.
A simple strategy for pricing on your website
1. Keep them under wraps
When it comes to putting your prices on your website, my advice is to keep them a little bit hidden, at least 2 clicks from the home page of your website, and certainly away from your main menu.
We are not hiding them completely, but just making sure they are not one of the first things potential patients see when they visit your website. This makes sure that their first impression isn't about cost but about the value your practice can offer. It's all about helping them really see the value you provide by highlighting your services and expertise rather than just how much they cost. This approach means that potential patients are not discouraged by numbers before they understand the value you bring to their health and well-being.
2. Showcase the quality up front
Your homepage is your digital front door, the first point of interaction with potential patients, so make it count. Focus on showcasing how you help and the quality and benefits of your services. Use high quality images that reflect the professionalism and atmosphere of your practice. Include success stories and testimonials (if you are allowed to) - this are your proof that what you're offering has made a difference in people's lives. This sets a high standard right off the bat and also aligns with the expectations of prospective patients looking for high quality and effective medical care.
3. Show your human side through video
Helping potential patients decide if they like you as people is an important part of the new patient journey, and video content is an incredibly effective tool for that. Videos showing you and your team behind the scenes, or doing things they enjoy allow potential patients to see and hear directly from you, creating a human connection (remember people buy from people). Videos help communicate your personality, empathy, and clinical competence, allowing patients to feel safer in their choices even before they step through your door.
4. Prove your expertise
The next step in the patient journey is building trust. Before they will book an appointment new patients have to somehow decide if they trust you as a clinician. This is not just about listing qualifications. Before you share your prices with potential patients you need to demonstrate your clinical skills and the outcomes you are achieving every week for your patients. You can do this in multiple ways including before and after videos or images, patient reviews, CPD you have done, action videos of you in your practice, or by highlighting awards you've won. This not only builds trust but also establishes your practice as a place that genuinely cares about its patients, which is a deciding factor for many when choosing a healthcare provider.
5. Introduce your prices gently
After engaging potential patients with your valuable content, you can introduce your prices in a more understated manner. Consider placing a discreet link to your pricing page within the detailed descriptions of your services or on relevant blog posts. This allows patients to naturally progress to considering costs after they’ve already seen the value you provide.
When they do reach your pricing page, make it a soft sell. By that I mean provide a range for each service so that you do not end up out of pocket or the patient isn't disgruntled.
Let me explain
If a patient sees one price for a service but then requires more assessments or complex treatments or further referrals the price will need to increase and the patient might be a bit disgruntled.
If you give a range of prices for each treatment then you are in a position where the patient may be pleasantly surprised if they don't get charged the highest price you quoted, but if they do they shouldn't be too surprised.
Hopefully, by the time they reach your prices, they'll be more informed about the specifics of what you offer and can see the value and quality care they can expect to receive and that the range of prices you are providing seems fair.
This strategy makes sure that price becomes a factor only after they have understood the full value, which should lead to a higher conversion rate of inquiries into loyal patients and the right kind of patients too.
Moving beyond the price
I hope I have made the point that it's crucial to engage potential patients in a conversation about the quality and benefits of your services and how they will help the patient, before introducing them to your pricing. This approach should be mirrored both online and during interactions such as initial phone calls. Training your team to focus on communicating the advantages of your services before discussing costs is just as important (we have a whole lesson on exactly how to do this side our Thrivers Club)
By following these guidelines, you can make a more informed decision about whether to display prices on your website, aligned with the needs and expectations of your ideal patient base.
Many thanks for taking the time to stop by my health practice marketing blog today. I’d love to get your reaction to this, so please leave any comments or questions in the box at the end of this page.
Oh and please use the social share buttons if you think other people you know might like to read this.
Until next time
Thank you
Jill Woods
Healthcare Marketing Specialist
Founder of Practice Momentum
