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.