Don’t copy your competitors: Biggest pricing mistake refractive surgeons make

I’ve seen a lot in my 20+ years helping refractive surgery entrepreneurs grow. One big mistake stands out: independent refractive surgeons trying to play the price game with big chains.

Why should independent refractive surgeons shift their focus from merely competing on price to pricing for the immense value they bring to their patients?

Let’s clear this up.

Understanding the battle

Why independent surgeons can’t win on price alone?

Big chains have something we call “economies of scale”. This is a fancy way of saying they save money by buying in bulk and serving a lot of patients. But here’s the kicker: as independents, it’s a game we simply can’t win . And we shouldn’t try.

Many independents set their prices too low. They think, “If I charge less, I’ll get more patients.” But here’s the truth: our costs are often higher because we’re focused on providing top-notch care. We don’t cut corners. And that costs money.

Elevating patient-care through value-based pricing

So, what should we do? We price higher. This isn’t about making things pricier for our patients out of the blue. It’s about charging a price that truly reflects the extraordinary value we provide. We’re talking about exceptional, tailor-made service, care that feels personal, and results that genuinely transform lives. That’s worth paying for.

In my time guiding growth-minded independents, I’ve seen the smart ones succeed by focusing on value, not price. They focus on the patient. They show them the difference they make. They make their patients feel seen and cared for. And guess what? Patients are willing to pay for that.

Keep in mind, the game isn’t just about the digits on a price tag. It’s about the immense value we inject into the lives of those we serve. Set your pricing to mirror the remarkable value you provide. This is our secret to not just surviving, but thriving.

For the business-savvy independent refractive surgeon, the strategy is clear: enhance margins not by cutting costs, but by delivering unparalleled value. Demonstrate to your patients why selecting you is the single best choice they can make for their vision. This is how we differentiate ourselves. This is how we flourish.

NOTE: The best way to answer that nagging question about practice growth or marketing or patient volume in the back of your mind is to book a free 15-minute compatibility call. Get some options and go away with a clear idea of what’s possible.

About the author

Rod Solar
Founder & Scalable Business Advisor / fCMO

Rod Solar is a co-founder of LiveseySolar and a Scalable Business Advisor for its customers. Rod mentors and coaches eye surgery business CEOs/Founders and their leadership teams to triple their sales, double their profit, and achieve their “ideal exit”.

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We’re passionate about helping leaders of high-quality, growth-minded practice owners double their practice revenue

Rod Solar

Founder & Scalable Business Advisor

Rod Solar is a co-founder of LiveseySolar and a Scalable Business Advisor / fCMO for our customers. Rod mentors and coaches CEOs/Founders and their leadership teams to triple their sales, double their profit, and achieve their “ideal exit”.

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LiveseySolar completely transformed the way we were approaching this… We’ve gone from having just the dream of having a practice to having a practice up and running with people making inquiries and booking for procedures… It’s extremely pleasing. We feel lucky we connected with LiveseySolar.

— Dr Matthew Russell, MBChB, FRANZCO, specialist ophthalmic surgeon and founder of VSON and OKKO

Laura Livesey

Founder & CEO

Laura Livesey is the co-founder & CEO of LiveseySolar. She has developed powerful refractive surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.

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Rod and Laura know as much about marketing surgery to patients as I know about performing it. They are an expert in the field of laser eye surgery marketing. They know this industry inside out. I believe that they could help many companies in a variety of areas including marketing materials, sales training and marketing support for doctors.

— Prof. Dan Reinstein, MD MA FRSC DABO, founder of the London Vision Clinic, UK