Do low exam fees entice clients?

I own a feline-exclusive practice. Our prices are comparable to others in the area, except for our physical exam, which is $6 to $14 lower than most of my colleagues'. I've been thinking of raising it by $6 or $8, but several members of my team think our lower-priced office visit gets clients in the door. Once they're here, they rarely decline any additional recommended services. My team feels that without the enticing exam price, potential clients might be tempted to go elsewhere. What should I do?

Jennette Lawson

"You're wise to recognize that your staff influences your clients' perception of value," says Jennette Lawson, a consultant with Wutchiett Tumblin and Associates in Columbus, Ohio. So, as you prepare to raise your fee, which Lawson agrees you should, it's beneficial get the staff to buy-in. She offers three ideas to get you there:

• Have your team members call local practices and pose as potential clients to rate the practices' receptionists on their knowledge, friendliness, and whether the receptionists asked to schedule an appointment. "Your staff members may find they offer a higher level of customer service than the other practices and see your suggested increases are justified," she says.

• Show your team how much additional revenue it could mean for the practice and how the practice could improve patient and client care with those funds. "To estimate the revenue increase, multiply the change in your exam fee by the number of exams you perform annually," she says. "Maybe you'll have enough to hire that much-needed receptionist or the money to make payments on new technology your hospital wants."

• Consider making a more gradual increase, and re-examine the fees every three months until you're competitively priced for your community, she says.