I visited a world-renowned plastic surgeon that didn’t play the price game with his aesthetic patients. He caters to the affluent patient who cares more about his skills and expertise than getting a great deal.
He displays these plaques so visiting patients see them as they walk in. They help set the tone for pricing.
It is unwise to pay too much,
But it is worse to pay too little
When you pay too much,
You lose money – that is all
When you pay too little
You sometimes lose everything
Because the thing you bought
Was incapable of doing the thing
It was bought to do
The common law of business balance
Prohibits paying a little and
Getting a lot – it cannot be done
If you deal with the lowest bidder,
It is well to add something
For the risk you run,
And if you do that
You will have enough to pay
For something better
– John Ruskin
The other plaque says:
There is hardly anything in the world
That some man can’t make a little
Worse and well a little cheaper,
And the people who consider price
Only are this man’s lawful prey
– John Ruskin
For a Free Marketing Checklist, click here or call Catherine at (877) 339-8833 or Book your Free Strategy Call with Catherine Maley here. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
She is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on cash practice building and trains staff to be converting rock stars.