You have probably heard that price is different from value and that one of the laws of marketing is never to inform price before building value. But after all, what is different about these two terms and how to attribute them to medical services? Check out this article.
First of all, it is necessary to know how to define what is the price and its value. We call price the cost of a particular product or service. Value, on the other hand, is the price attributed to a product or service with esteem and value. In this sense, we can say that money is related to price, while the benefit is related to value.
We can also say that many brands have a price, while others have value. Generally, when something is free, we usually question its quality and even its suitability. This is because the higher the price, the greater the value added to the service.
Another observation that involves value is the fact that, when using a service or product, if the expectations are met or even exceeded, the price paid for that item, regardless of what it was, ends up becoming satisfactory, delivering it to your customer. value the feeling of gratitude.
Define your value
To deliver the real value of your product or service, it is important to know your target audience, and when it comes to price, how much they are willing to pay. Knowing your target audience means understanding what they are looking for and what benefits they hope to achieve.
With this information it is possible to define which advantages will deliver not only the value but the satisfaction that your customer seeks, providing you to build a long-lasting relationship, obtaining customer loyalty, and decreasing their sensitivity to competitors' advances as well as the price you define.
Lowest price: advantageous or not?
As mentioned above, people end up paying a higher price when they realize that they will have a greater advantage or exclusive benefit. This reward is not always something tangible, and it can be related to personal fulfillment, for example.
Working with the lowest price implies a series of adjustments that may not be seen as advantages, so we say that the cheapest is not always the best for your clinic or office.
When this happens, the clinic administrator must be aware that the patient will make his choice based only on the price imposed at that time, and you will not necessarily be committed to staying true to your services, as you may find greater value elsewhere.
How to deliver value to your patients?
Now that you know what price is different from value, it's time to put the lesson learned into practice and introduce it in the context of your office or clinic. Something quite common (not only in clinics, but in general commerce), is someone asking the price of something, and after getting the answer, saying that you need to think, or in the case of certain products, saying that you were just "looking ". This usually happens when you don't build value before you deliver the price.
Let's say that a possible patient gets in touch by phone and when he concludes that the price of the appointment is higher than the one practiced by the competition, he says that he will give the famous "think about it". This is where the secretary can interfere, adding value to the work of the health professional.
This can be done by asking if the patient already knows the professional's work, and if he says no, he can include in the conversation the advantages that he will have when consulting at that clinic.
Some of the ways to build this value in the approach is to mention how long ago the health professional has worked in that area, what specializations he has already concluded, or even interviews for famous communication channels that he may have already granted.
This initiative makes the patient analyze the advantages of consulting with this health professional, adding value to his work, and not being at the mercy of just his price.
Price is how much the patient pays. Value is what the patient takes. And no money in the world buys value.
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