How to destroy your expert credibility with pricing
I am happy to have written the second-most-read article of 2024 for The Ophthalmologist, “What Should You Charge?”
As a twist, I thought I’d write this “inversion thinking” post on the fastest way to LOSE your expert status.
Want to make sure no one takes you seriously as a top-tier surgeon? Perfect – here’s your step-by-step guide to ruining your expert positioning with your price:
1. Go for Bargain Basement Pricing.
Why set your fees to reflect years of training, surgical experience, and patient outcomes? Instead, focus on being affordable. After all, nothing says, “Trust me with your most precious sense,” like pricing so low that it makes patients feel like you are as commoditised as a loaf of bread.
2. Keep It Random.
Forget strategy – just pick a number out of thin air – ideally somewhere in the messy middle. Patients love the thrill of average, especially when trusting their vision to someone who figures they’re just as good as the next guy.
3. Be the King of Discounts.
Run specials – all year round. Offer discounts and negotiate fees. Nothing screams “world-class surgeon” like turning your practice into a BOGO sale. Who needs credibility when you’ve got volume?
4. Avoid Differentiation at All Costs.
Why stand out when you can fit right in? Copy your competitor’s pricing down to the cent – it’s not like patients are looking for someone who actually leads in their field.
5. Never, Ever Raise Your Prices.
Did you invest in cutting-edge tech or extra certifications? Doesn’t matter. Keep charging what you did 10 years ago. Inflation? Who cares? Consistency is key – who cares if it makes you look outdated?
6. Apologize for Your Prices.
“Oh, I know it’s a little high…” Perfect! That’s precisely how to inspire trust. Patients love knowing their surgeon isn’t confident about the value of their own work.
Follow this advice, and you’ll never have to worry about being seen as an expert again. Why dominate your field when you can comfortably linger in its shadow?
Now, if you would like my honest advice on pricing – you can find a link to the full article here.
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”.
Meet our Co-Founders
Rod Solar
Founder & Scalable Business Advisor
For over 20 years, I’ve helped ophthalmology entrepreneurs scale their private practices. I specialise in doubling revenue within three years by offering a proven framework, hands-on experience, and a team of experts who implement what works. We take the guesswork out of growth and scale, so you can focus on delivering exceptional patient care while maximising the value of your business.
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
I’m the co-founder & CEO of LiveseySolar. I’ve developed powerful eye surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.
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
