One of my patients came in the other day to receive Botox/Xeomin for her forehead wrinkles right after her ObGyn appointment in the same building. She related a story to me of how terrible the customer service was at the front desk of the Ob’s office and how it’s so much better in our office. Upon hearing this, I immediately knew why the customer service is better in our office.

The difference between insurance vs cash-pay practices

My patient said that the front desk personnel were very passive aggressive and unfriendly. She pointed out how she has good insurance, pays a lot for it and expects to receive good customer service in return. This isn’t unreasonable. Whenever we pay a high price for something, like dinner or a car, we expect the establishment we’re patronizing to treat us well.

But that’s the problem. There’s a disconnect between the patient and the doctor’s office when using health insurance. The patient isn’t paying the doctor directly for those services. There’s an intermediary between the patient and the doctor: the insurance claims process.

I understand most consumers use health insurance when seeing their doctor. I’m not disputing that. But the underlying root problem comes into clear focus when I think about other offices vs my office. In insurance-based offices, the patient pays the insurance company and maybe, just maybe the insurance company will pay the doctor. In a cash pay office, the patient pays the doctor and that’s it.

Why customer service is better in cash pay practices

Look at it this way. If someone comes in and gives my front office staff a $10,000 cash payment for a cosmetic procedure, which is a very typical occurrence in a cosmetic practice, my staff is naturally going to be very nice to that person. I’m not saying you should only treat people nicely if they have money. I’m just saying that if someone gives you a bunch of money, your natural response will be one of appreciation and pleasantness.

Compare that to an insurance-based practice. When the patient gives the front desk their insurance card, it’s not the same as cash. In fact, it’s even worse, Because when the patient hands the insurance card to the office staff, not only is it not cash, but it embodies an evil system. That card represents a process of filing an insurance claim, getting denied, appealing, appealing again, frustration and finally a feeling of defeat when you receive either very little or no reimbursement.

It’s just that simple. That’s the difference between a cash-pay practice vs an insurance-based practice. Sure the front office staff should be trained to be friendly no matter what type of office they’re in. But the fact is that insurance processing sucks the energy and youth out of anyone that is touched by its scourge. This leads to a poor attitude and subsequently poor customer service.

Click here for the original blog post written by Dr. Kaplan for BuildMyBod.

The post Customer service is better in cash-pay practices first appeared on Plastic Surgeon San Francisco | Pacific Heights Plastic Surgery.

It’s hard to believe that even if you have health insurance, you may be better off if you pay cash for outpatient healthcare services. If that’s the case, why do we have health insurance at all?! We have health insurance to cover very prolonged illnesses or major trauma. Basically, catastrophic issues. But when it comes to screening tests or basic health maintenance, patients could save a lot of money if they pay cash!

My wife’s procedure

Recently, my wife had a strange sensation of food getting stuck at the bottom part of her esophagus, before going into the stomach. This is a different concern than symptoms of reflux which can be easily treated with over-the-counter Pepcid or Zantac.

When someone complains of a feeling of blockage when swallowing, you don’t take a “wait and see” approach. You take a “don’t wait, and see now” approach. The appropriate test to check out the esophagus and stomach is a gastroscope. Also called an esophagogastroduodenscopy, or EGD for short. This is the lighted tube a gastroenterologist puts into the patients mouth under sedation, down the throat, into the esophagus, then finally into the stomach and first part of the intestines. It allows the doctor to get a clear view of what’s going on, if anything. Luckily in my wife’s case everything was fine. She may have reflux that causes that sensation but there’s no tumor or abnormal tissue blocking that area.

Why pay cash for outpatient healthcare services

Aside from the medical decisions, this scenario also requires a financial decision. If the facility, anesthesiologist and gastroenterologist submits their bills through insurance, this is what would happen. They would submit a very large bill. Because the provider (doctor/hospital) knows the insurance company will pay them less than what they bill, they aim high! In other words, if the doctor charges $100 and they only get paid $80, then what if the provider charges $150…maybe they’d get $120 in return. That’s more than the $80 you were going to get paid. And that’s the game providers play with the insurance companies.

If you let the provider submit those higher bills to the insurance company and you have not met your deductible, the insurance company will turn around and say, “hey, you owe this amount!” And then you’re stuck paying this higher bill out of pocket.

The game

But if you go into this situation knowing the game, don’t let them submit the bill to insurance. Since the facility doesn’t have to go through the process of submitting paperwork to the insurance company, getting denied, filing an appeal and back and forth, they’ll gladly charge you less to avoid that whole process. And in that case, the anesthesiologist may only charge $200. The doctor may only charge $600. And the facility may only charge $1200. A total of $2000 out of pocket.

In contrast, if your bills were sent to the insurance company, the charge could be closer to $5000. And if you have a high deductible of $5000, you’ll have to pay $5000 out of pocket instead of $2000 for the same procedure!

So if you haven’t met your deductible, call the facility or doctor’s office performing the test first. Ask them what the cash pay rate is. Yes, it’s a shame that you have to pay anything before your health insurance steps in to help. But better to pay less than more if you’re having to pay out of pocket regardless.

If you’re tired of calling around asking about healthcare prices – for cosmetic or medically necessary services – check BuildMyBod.com/pricing to make your life easier!

Click here for the original blog post written by Dr. Kaplan for BuildMyBod.

The post Why you should pay cash for outpatient healthcare services first appeared on Plastic Surgeon San Francisco | Pacific Heights Plastic Surgery.

Listen to the episode now on 99.7

You can check out a soundbite from the episode by clicking here. Listen in as Dr. Kaplan answers callers’ questions. One of his patient’s is also present discussing her experience in his office.

If you’re looking for pricing from Dr. Kaplan, click here.

Click here for the original blog post written by Dr. Kaplan for BuildMyBod.

The post Dr. Kaplan talking price transparency on 99.7 in San Francisco first appeared on Plastic Surgeon San Francisco | Pacific Heights Plastic Surgery.

You probably didn’t know price transparency was being utilized for any healthcare services, much less cosmetic services! But it’s true. Consumers are demanding price transparency, ie knowing how much services are going to cost before they get said service. It seems like a novel idea but we know the cost of a service ahead of time in every other industry. Somehow, medicine was the exception, until now.

Initial objections to price transparency in the cosmetic space

When we started our journey along the path of price transparency, we started within the realm of cosmetic services. Cosmetics is easier in the sense that patients pay the cost out of pocket. There is no insurance middleman. Still, doctors said giving the consumer pricing info ahead of time was too difficult. What if the patient isn’t a candidate for that procedure? What if they need more than one syringe of filler. While these are examples of potential obstacles in rolling out price transparency initiatives, they’re about the lamest excuses ever.

Without knowing anything about cosmetic services, anyone with half a brain would understand how to overcome these objections. What if the patient isn’t a candidate for the procedure they checking pricing for?! Then you’ll educate the patient regarding the correct procedure, just as you would with any patient with unrealistic expectations, regardless of whether they knew cost ahead of time.

What if they need two syringes of filler?! Then list the price for one syringe of filler and, wait for it….list the price for TWO syringes of filler! As long as you’re providing accurate estimates, it’s worthwhile actionable information for the patient. They will understand if the estimated price they saw ahead of time doesn’t match the price given after the consultation – as long as the price difference is due to the doctor recommending a more appropriate procedure that is significantly different than the patient’s preconceived expectation. Conversely, if the pre-consultation procedure is the same as what the doctor recommends and the price is different, then that’s probably an example of a bait and switch. That’s not a problem with price transparency. That’s a problem with how your parents raised you!

Examples of how price transparency works across all healthcare sectors

If there were ever any doubts that you couldn’t provide useful pricing information for medically necessary outpatient services typically paid out of pocket because the consumer hadn’t met their deductible, then doubt no more! Enter, the Ohio Surgery Center and Georgia SurgiCare. Both providers/facilities provide pricing information in the form of a Price Estimator on their website.

The unique aspect of how they showcase their pricing is that the consumer gets instant, automated pricing information but only after the consumer provides their contact info. So the prospective patient gets what they want immediately, satisfying that need for instant gratification. And the provider gets the consumer’s contact info, a lead for follow up. Everyone wins.

These two facilities provide their pricing in two different ways. And that’s the point. Everyone can embrace price transparency in their own way and generate a lead in the process. That’s price transCAREncy! In the case of Ohio Surgery Center, the consumer can choose their insurance plan and then the procedure of interest. After the prospective patient enters their contact info, they receive an email with the allowables that the Ohio Surgery Center can charge for the doctor’s fee, the anesthesiologist’s fee and the OR fee based on that procedure and insurance plan. Pretty slick!

And in the case of Georgia SurgiCare, their website allows the consumer to check pricing on procedures from their multi-specialty clinic. They include procedures such as bariatric or general surgery services, as well as gynecological services. While the more medically necessary services are presented as bundled rates that include the MD, OR and anesthesia fees, their cosmetic services are shown as “simple” out of pocket fees.

No more excuses!

Price transparency, as demonstrated above, can be showcased in multiple ways. From insurance allowables specific to the consumer’s insurance plan to bundled or fee-for-service prices. It’s not a matter of “will it happen?” It’s happening! See how you can join the #PriceTransCAREncy revolution here!

Click here for the original blog post written by Dr. Kaplan for BuildMyBod.

The post Price transparency isn’t just for cosmetic services anymore! first appeared on Plastic Surgeon San Francisco | Pacific Heights Plastic Surgery.

While plastic surgeons may have made price transparency sexy, non-cosmetic doctors that have insurance-based practices can also utilize this concept. Price transparency can engage the consumer, generate leads and reduce sticker shock. In the process, price transparency can help separate a practice from the competition as Dr. Ibikunle describes in the video below.

But before you watch the video, check out how he uses a Price Estimator for his multi-specialty clinic in Georgia. The consumer can check pricing on bariatric services, cosmetic services and gynecological services.

Video testimonial from Georgia SurgiCare Dr. Ibikunle

To learn more about using a Price Estimator to generate leads and engage consumers, you can read more here.

And if you’re a doctor who wants to be on the leading edge of customer service and practice management, click here to find out how.

Click here for the original blog post written by Dr. Kaplan for BuildMyBod.

The post Using price transparency in bariatric surgery – Dr. Christopher Ibikunle [video] first appeared on Plastic Surgeon San Francisco | Pacific Heights Plastic Surgery.

The healthcare industry typically views price transparency with disdain and suspicion. But price transparency can be sexy! Price transparency is a bold, seminal way to approach customer service and lead generation.

Why fear price transparency?

Healthcare providers worry about the advent of price transparency for many reasons. It could be the concern that patients will focus on cost rather than the doctor patient relationship. Or worry their competitors will check their pricing and try and undercut them. With various insurance plans and deductibles, it’s considered too difficult to offer actionable pricing insights to the consumer.

All of these concerns are understandable. But they’re also surmountable, as detailed below.

Price transparency is the greatest lead generator

If patients want to price shop, they’ll price shop. We can’t stop that. But by offering price transparency in combination with lead generation, like here, providers can capture the consumer’s contact info in the process of providing automated pricing info. With their contact information, the doctor’s office can follow up with the patient and explain why their practice is a perfect fit for that patient.

Based on this peer-reviewed study, when followed over a year, 17.8% of leads generated through this method (price transparency combined with lead generation) eventually come in for a consultation. And when price-aware consumers come in for consultations, they’re 41% more likely to book a procedure than non price-aware patients. Ostensibly due to the avoidance of sticker shock.

Detractors may say this only works for cosmetic or cash-based procedures. But as the Ohio Surgery Center demonstrates, the consumer can choose their insurance plan, choose their procedure of interest, and then receive a breakdown of the insurance allowable for surgeon, anesthesia and facility fee specific to that procedure and insurance plan.

Price transparency is a customer service opportunity

Consumers have no baseline comparison of the costs of healthcare. They don’t know if an MRI will be $500 or $5000 out of pocket depending on the facility they go to. Not having any baseline for comparison is very crippling for a consumer. It becomes impossible to make a rational financial decision.

Which is why the consumer would be all the more delighted and appreciative to find a doctor that could shed light on the financial options. If a healthcare provider was willing to offer that information in an actionable format, that would be a huge customer satisfier. Which in turn would set the facility apart from the competition.

When you consider that 82% of all calls to a doctor’s office are related to cost of care, it’s clear this is a huge customer service opportunity. It’s an opportunity for the practice to offer the consumer online, easy-to-determine, actionable information on their out of pocket costs. But it’s also an opportunity to help the front desk staff reduce frustration when they’re manually responding and answering calls and inquiries related to cost. Consider the improved efficiencies if the consumer could check pricing online through the practice website, freeing up the office staff for other more pressing tasks.

Price transparency attracts millennials

Figuring out how to attract millennials is the subject of every marketing companies’ email newsletter. The first step to attracting millennials is making useful information available online. As shown in the image below, this particular millennial reached out via Instagram Direct Message to ask about the cost of a procedure.

In the past, doctors would answer this in one of two ways, both incorrect. They’d either say, “you have to come in and be seen before we can provide a cost estimate.” And the other is to give the inquirer a cost estimate without ever determining who they are. But as seen in the example above, this medical practice gave the prospective patient a link to go back to their website to check pricing automatically. This offered the consumer instant gratification and, in turn, a lead for the practice to follow up with.

And remember, one benefit of providing pricing info ahead of time is to reduce sticker shock and increase the conversion rate. Once the millennial (or any potential patient), learns the costs through a doctor’s website, they’re motivated to take the next step: booking an appointment.

The ability to book online is a huge “millennial satisfier.” This example epitomizes the secret to engaging and booking millennial patients: creating an experience that allows them to perform all tasks online until the point they can no longer perform a task online, ie undergoing a procedure, that by its very nature, requires an in-person experience!

In the case above, this patient

• received automated online pricing information,
• booked a consult via online booking,
• had their consultation via FaceTime
• and booked/paid on the spot.

Be on the right side of history

As physicians, we’re bound to provide the patient with all relevant information so that they can make an informed decision about their healthcare. Cost is relevant. How can we uphold our oath if we knowingly withhold information that could enable our patients to make better financial healthcare decisions?

Click here for the original blog post written by Dr. Kaplan for BuildMyBod.

The post Price transparency can be sexy! first appeared on Plastic Surgeon San Francisco | Pacific Heights Plastic Surgery.

Hey, before you get upset, we encourage you to leave comments about stupid sh*t that doctors say too! Because we know that even though patients say some silly things, we’re all capable! Also, try and keep a sense of humor about all of this.

Things patients say: I’m allergic to that pain medication – it makes me nauseated.

All pain medication has the potential of causing nausea on an empty stomach. That’s a side effect, not an allergy. This isn’t just semantics. It’s an important difference. An allergy can be a severe adverse reaction to a medication, like anaphylaxis, that could lead to death.

Will I have a scar after my operation?

Yes, everyone does. Silicone scar cream can help though.

Will the scar disappear after it heals?

No. It will fade but not disappear. Even if it’s a plastic surgeon doing the sewing, it won’t magically disappear.

Is this operation gonna hurt/be painful?

Yes. We’re cutting your skin. But your doctor can help you manage it.

Can I save money by not having an anesthesiologist during surgery?

Of all the things to skimp on, why would you want to skimp on the one person that makes your pain go away?! And remember, you were the one concerned about pain after surgery in the previous bullet point!

The only pain medication that works for me is oxycontin!

Thank you for alerting us all to the fact that you may have an opioid problem. We’ll need to address this proactively to avoid postop issues and misunderstandings.

I read on Google that…

Don’t confuse your Google degree with our medical degree!

If you’re a patient and you’re offended, take a deep breath and leave a comment below of stupid sh*t doctors say!

Click here for the original blog post written by Dr. Kaplan for BuildMyBod.

The post Stupid sh*t patients say first appeared on Plastic Surgeon San Francisco | Pacific Heights Plastic Surgery.

Dr. Derek Ford – Direct Links in Eblasts

As you can see in this video, Dr. Derek Ford, a plastic surgeon in Toronto, enjoys educating his patients through his monthly email newsletters. But he also wants to get them back to this website to answer their most burning question – how much does a procedure cost. Notice how, at the bottom of the eblast, he provides a link to check pricing on 1) breast augmentation with implants, 2) breast lift without implants and 3) breast augmentation with implants and a lift.

Rather than sending the consumer back to his website and forcing them to navigate to his BuildMyBod Price Estimator, and then scrolling through to find the procedure of interest, the direct links he provides take the consumer directly to one of those three procedures. And once there, the consumer can add that procedure to their “wishlist” and submit the wishlist along with their contact info. Then, instantly, they receive a breakdown of the costs, and Dr. Ford’s office receives the consumer’s contact info – a lead for follow up.

In the two days after Dr. Ford sent out this email newsletter, he received 5 unique leads through his Price Estimator. Four of them were from the email newsletter checking pricing on those highlighted breast procedures.

Dr. Steven Rottman – Obvious call-to-action (CTA) button

A Call-to-Action (CTA) button is the single most important button on the home page of any website. It captures the consumer’s interest and once they click on it, the hope is that the information on the other end of that “click” is tantalizing enough for the consumer to enter their contact info.

Nothing is more tantalizing that pricing information. While pricing isn’t the only pain point (credentials and experience are critical), it is the ultimate pain point and every consumer understands that. So with a Get A Quote CTA button, a doctor is more likely to capture contact info than with any other CTA button. “Download our ebook after entering your contact info.” “Sign up for our email newsletter.” Really? Not tantalizing enough.

Dr. Rottman and his web developers have determined the greatest placement of a CTA button. As you can see in the mobile version of his website, that red CTA button is a “sticky banner” across the bottom of the screen. And no matter where the consumer scrolls, that banner never goes away! So because Dr. Rottman’s CTA button is so visible, he has more consumers submitting wishlists than if it was in a more hidden position. And if more consumers submit wishlists, Dr. Rottman receives more leads…to the tune of 161 unique leads from the Price Estimator, all in the short month of February.

Dr. Rich Castellano – Links from Facebook Live

Dr. Castellano’s video says it all. While he’s treating a patient on Facebook Live, he receives three separate messages asking about the cost of that injectible. Rather than just telling the consumer the cost and never capturing their contact info, he directs them to the Price Estimator on his website. So if they’re really interested in cost, which everyone is, they’ll go to his website from Facebook Live and check pricing. And he’ll get their contact info for follow up.

Suzi Walton, Administrator of the Ohio Surgery Center – Insurance-based pricing

For those that think price transparency only applies to cosmetic procedures, get that thought out of your head! The administrator of the Ohio Surgery Center, Suzi Walton, realizes that even consumers getting medically necessary procedures are paying out of pocket because they haven’t met their deductible.

That’s why she allows consumers to first choose their insurance plan on the Price Estimator and then submit a wishlist for a procedure of interest. What the consumer gets in return is the allowable, or out of pocket maximum, the consumer will pay to the doctor, facility and anesthesiologist for that procedure, specific to that insurance plan. How’s that for actionable pricing information!

Dr. Carlos Mata – Link in Bio on Instagram and Clickable Direct Links via Instagram Direct Messaging

As Dr. Mata knows, consumers fawning over his results on his Instagram page want to know how much these procedures cost. To make it easy for them, he places a clickable link in his Instagram bio to get them one step closer to the answer. But his office staff doesn’t stop there.

As the graphic above shows, he also answers questions through Instagram Direct Messaging with direct links. Rather than the old school way of dealing with questions about cost – 1) “You have to come in for a consult first” or 2) giving “the milk away for free” (providing the cost without getting contact info first) – Dr. Mata’s team sends those questioners directly to the procedure of interest so they get the info they want in exchange for their contact info.

These are just a handful of our doctors’ best practices within the BuildMyBod network. As we grow and bring more great minds into the fold, there are sure to be even more best practices. Stay tuned!

To check pricing from Dr. Kaplan, click here. If you’re a doctor looking to sign up for the BuildMyBod platform, you can request an account here.

Click here for the original blog post written by Dr. Kaplan for BuildMyBod.

The post BuildMyBod doctors’ best practices – in their own words [video] first appeared on Plastic Surgeon San Francisco | Pacific Heights Plastic Surgery.

The Ohio Surgery Center recently started using a Price Estimator on their website. But it’s different than how most other surgery centers are implementing price transparency.

Most surgery centers simply list a menu of cash prices

There are 2 problems with this.

1. What if the consumer is using their insurance and need to know the allowable they may be expected to pay? That would be different than the cash price listed on the site.
2. Anyone can see these cash prices. So the surgery center has no way of knowing who is looking at them. Therefore, they have no way of following up to assist the consumer in navigating them through the healthcare process.

With the Price Estimator on the Ohio Surgery Center’s website, both of these problems are addressed:

1. The consumer can first choose their insurance plan that the Surgery Center accepts so they can see what their allowable is because they’ll probably be paying out of pocket if they haven’t met their deductible and…
2. The consumer must first provide their contact info before they are instantly and automatically sent an email with a breakdown of their out of pocket costs.

Because of this, the Ohio Surgery center has received 28 leads in the last 2 months through this one lead generation source. How many leads does a surgery center that just lists their prices get? Who knows because the consumer doesn’t have to enter their contact info to see the price! They’re just giving the milk away for free.

With consumers becoming more sophisticated when it comes to asking about their financial responsibility, more consumers will search for care that’s affordable without cutting quality, even if it’s outside of their network. It will be ever more important for surgery centers to capture the consumer’s contact info.

Surgery centers that simply list their prices will find themselves on the wrong side of history. Those that recognize the importance of combining lead generation with price transparency will be the ones to watch in their community. #PriceTransCAREncy

Click here for the original blog post written by Dr. Kaplan for BuildMyBod.

The post Be on the right side of history when it comes to price transparency first appeared on Plastic Surgeon San Francisco | Pacific Heights Plastic Surgery.

The article highlights how the information posted by the hospitals is inadequate and not actionable. All true, but you have to start somewhere.

Posting prices is a step in the right direction…but not enough

By requiring hospitals to post their prices, we finally have a chance to shed some light on how opaque their pricing is.

Hospitals have resisted posting prices for years because they know the prices on their chargemaster (menu of services) is simply a game of chicken they play with insurance companies. No one expects to pay those chargemaster rates. It’s only a dollar figure the hospital submits to the insurer before the hospital and insurance company negotiate and agree to a lower rate. That’s why the chargemaster rates are so high. The hospital doesn’t want to accidentally start the bidding too low.

That’s also why the prices hospitals post are so irrelevant. They’re not meant to reflect the cost of services. But that’s ok. With more consumer awareness of the nonsensical pricing posted by hospitals, comes increased pressure to make the pricing more accurate.

However, at this point, the hospital has no reason to make the pricing actionable other than meeting the minimum requirements of the law. They need a reason for greater buy-in. Something in return.

They need to use a Price Estimator like this surgery center. In this scenario, the consumer chooses procedures or services of interest from a menu. But before they see the pricing, they have to enter their contact info.

The consumer gets pricing information instantly and automatically and the healthcare provider receives the consumers’ contact info for future remarketing. Both sides win!

With the ability to provide consumers with pricing information they’re so desperately searching for, hospitals can generate a huge consumer database in the process and provide an unprecedented level of customer service. Sounds like price transCAREncy to me!

Click here for the original blog post written by Dr. Kaplan for BuildMyBod.

The post Hospitals posting prices. A good start. first appeared on Plastic Surgeon San Francisco | Pacific Heights Plastic Surgery.

One of the more frustrating aspects of running a medical practice is the constant calls and emails asking about the cost of procedures. This annoys doctors because it makes them feel that their training and expertise accounts for nothing. As though, all that really matters is “how much is this gonna cost me?!” But doctors also need to recognize that just because someone asks about price doesn’t necessarily make them a price shopper.

Two types of price shoppers

When people ask about price, there are those simply calling each office trying to find the cheapest doctor with no regard to quality or certification. Those are the patients doctors supposedly don’t want.

The other type is the person who has a genuine curiosity about price. Just like they wouldn’t go to an open house without knowing the cost of the home, or wouldn’t go to the dealership without knowing the cost of a car, they don’t want to waste their time on a consult if they can’t afford it. This of course, is very reasonable.

But sometimes doctors send mixed messages.

But do doctors really dislike price shoppers?

On the one hand, doctors say they don’t want price shoppers for the reasons stated above. This is also why they don’t list pricing on their website because then it looks like they’re trying to compete on price or indulge the patient by saying, “here’s the cost, that’s all that matters!”

But these same doctors that say they don’t like price shoppers also routinely run specials and other discounted promotions (ie $10 per unit BOO-tox for Halloween, Labor Day specials etc). Well, who do you think is showing up for those discounted treatments? In other words, if you don’t like price shoppers, why are you encouraging their behavior?! If your goal is to weed out price shoppers from your practice, then why weed in price shoppers with specials?

The reason is, doctors need patients. And during traditionally slow parts of the year, doctors have to find a way to bring patients in, so they run specials. Yes, this will result in bringing in some price shoppers. So while a doctor can’t eliminate price shoppers from their practice, they can do a better job differentiating between the price shopper they like vs the price shopper they don’t like.

Automation is key

With so many calls and inquiries about pricing, doctors and their front office staff need to be more efficient in separating out the two different types of price shoppers. The question is how. Automation is synonymous with efficiency.

When a consumer checks pricing through my website , they’ll find I have a Price Estimator. But what’s unique about my Price Estimator is that the consumer can’t see pricing until they choose procedures of interest and enter their contact info. Once they take these very simple steps, automation kicks in. They automatically receive an estimate for the procedure they’re interested in and my front office staff automatically receives the consumer’s contact info.

Therefore, through an automated process, we have combined price transparency with lead generation. When we follow up these leads, the patient can do one of two things. Book a consult or not. If they’re serious and come in for a consult, these price-aware patient are 41% more likely to book a procedure according to this study in a peer reviewed journal.

By using pricing as a “carrot” to get consumers into your sales funnel, the practice can build a huge patient database for future remarketing via email campaigns. Even if the patient doesn’t come in immediately, they may eventually come in after enough “touch points.”

The bottom line is that discussing pricing on your website shouldn’t be seen as a strategy that involves competing on price. Don’t compete on price. Be one of the few doctors that offers pricing information in an otherwise price-opaque healthcare environment. By giving patients what they want (pricing info), you’ll be competing on customer service, not price.

If you think you could use a Price Estimator on our website to weed out price shoppers, click here.

Click here for the original blog post written by Dr. Kaplan for BuildMyBod.

The post How I weed out price shoppers and find serious patients in the process first appeared on Plastic Surgeon San Francisco | Pacific Heights Plastic Surgery.

Price TransCAREncy

In the past, the healthcare community, despite previous efforts, has not embraced price transparency. The reasons are multifold but the least scandalous reason is due to the difficult-to-explain interactions of the healthcare triumvirate of insurance payors, healthcare providers/facilities and patients. And the most scandalous reason is that if price is hidden, competition is reduced and the healthcare industrial complex can make more money.

To fix this broken system, we need price transparency. This will impose market forces on healthcare, introducing greater competition, which will lead to more affordable healthcare, especially for commoditized services (i.e. X-rays, lab tests, outpatient services).

But how do you implement price transparency? A menu of pricing on a website won’t do it. For everyone to “buy in,”, we need to ensure that everyone benefits. Of course, the benefit to the patient is knowing their financial obligations ahead of time so they can plan accordingly, or find an alternative. But how to get provider buy-in?

Price Transcarency = Price Transparency + Lead Generation

By combining price transparency with lead generation, the provider now captures the consumer’s contact info when they check pricing online. This allows the provider to follow up and act as a navigator for the patient. By generating a lead in the process of the patient checking pricing, the provider now has buy in. May seem too simple, but sometimes the best solutions are the simplest or most obvious.

Price trancarency already exists in the form of a Price Estimator that works for both medically necessary services as well as cosmetic services. Whether it’s a procedure paid out of pocket because insurance doesn’t cover it (cosmetic) or because it’s medically necessary and the deductible hasn’t been met, most Americans are paying out of pocket for a portion of their healthcare. The idea of Price Transcarency benefits everyone. Join the revolution!

Click here for the original blog post written by Dr. Kaplan for BuildMyBod.

The post Price TransCAREncy, not price transparency first appeared on Plastic Surgeon San Francisco | Pacific Heights Plastic Surgery.