"It's too expensive" can mean "I don't see what I'd get for it." Sometimes it means the budget is tight. Find out which, then show what a year of primary care costs now compared with a year of membership.
Ask what they compare it to
"Compared with what you pay now?" Find out whether they're comparing the monthly fee with a single copay or with a year of visits, labs, medications and time off work.
Show the year, not the month
- Visits and copays or cash prices.
- Lab tests at their current prices and yours.
- Medications at their pharmacy and at your price.
- Time off work for appointments and waiting rooms.
In a made-up example, a family spends $1,600 a year on visits, urgent care, labs and medications, and loses several half days of work. A family membership at $150 a month is $1,800, with lower lab and medication costs. Use real numbers from your own prices.
If the budget is tight
- Point out any lower price for children or a family cap.
- Offer annual payment if you have a discount for it. How annual memberships work in your books.
- Mention scholarship memberships if you offer them. How to set them up.
Don't cut your price on the spot
A discount for one person makes your pricing unfair to everyone else and lowers what each member is worth. Keep exceptions in a written policy. Why every price point matters for break-even.
What I'd do this week
- Write a one-year cost comparison using your prices.
- Decide your policy on scholarships and annual discounts.
- Train staff to ask "Compared with what?"
Common questions
Should I lower my prices if I hear this often?
First check whether people understand the value. If they do and still say no, model a change carefully.
What if they can't afford it?
Point them to community health centers or your scholarship program if you have one.
Should I offer a trial month?
It's your call. Set clear rules and track how many stay.
Want to check your price covers your costs?
We reconcile every account every month and send your P&L and Balance Sheet by the 15th, so you can see what each new member is worth and what it cost to get them. If that's what you need, apply to work with us.