How to use price transparency to drive patient volume

Jonathan Kaplan, MD, a plastic surgeon with San Francisco-based Pacific Heights Plastic Surgery and founder and CEO of, delved into why physicians should be transparent about their prices and how this practice will enable them to bring in new patients.

Dr. Kaplan will be speaking at the Becker's 16th Annual Future of Spine + The Spine, Orthopedic and Pain Management-Driven ASC Conference. To learn more and register, click here.

Question:  How should physicians market their practice to accrue new patients?

Dr. Jonathan Kaplan: The simplest way for a practice or facility to differentiate themselves is through the use of price transparency. But, don't just list your prices as a menu. Use the pricing information you have to capture leads from consumers interested in seeing those prices. In other words, use price transparency as your "call to action!"
Q: What advice do you have for physicians to thrive moving forward as the future of healthcare is largely unknown at this point?

JK: No matter what happens in healthcare, whether it's Obamacare, Trumpcare or Unknowncare, high deductibles are here to stay. Because of this, consumers will continue to shoulder more of the costs in the form of out-of-pocket expenses before their deductible is met. If they're paying for more of their care, they'll be more discerning and more willing to shop around. It's critical to a facility's success to capture more of these insured, cash-pay patients. And they can do it by combining price transparency with lead generation.

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