“How Much Does an Eye Exam Cost?”

Posted March 10th, 2008

The voice on the phone asks “How much are your exams?” How should you answer?

By Chuck McKay

This question is basic, and fair. And it always puts you on the spot when you try to answer.

As a doctor of optometry, you can’t simply quote a price. There are too many variables. Yet, the more you attempt to explain, the more it sounds to the prospective patient as if you’re hedging, which never inspires confidence.

Sometimes price is a sensitive issue. Other times it’s much less so. Will you refuse to have your transmission repaired because the mechanic tells you it’s going to cost $900? The average high-speed Internet home connection is roughly $500 per year, and yet each year more people determine high speed to be a necessity. And have you looked at your own cable/satellite television programming bill lately?

People will find a way to pay for what they feel is important.

Is vision important? Absolutely. With an economic recession looming, however, we can expect price to become a much bigger issue for some people. Some will never find your prices acceptable. Others will, provided that they see the value in your services.

But, until you get past the “knock out” question, “How much are your exams?” they may not be willing to learn about your services.

Look at this from the caller’s perspective. Instead of calling your practice, suppose she’d phoned an automobile dealership. “How much is that red convertible on the corner of your used lot?” she wants to know. You’ll note that she didn’t ask about features. She didn’t inquire as to the vehicle’s mileage. She didn’t wonder about any warranty.

At this point, she only wants to know whether it’s remotely possible for her to afford the car.

And another important point: she didn’t come to the lot in person and look at the car up close. There are probably two reasons. She doesn’t wish to be embarrassed by saying, “I can’t afford that?” Its also a fair guess that she doesn’t want to get into verbal gymnastics with a car salesman about whether or not she can afford the car.

So, there’s a lot riding on the answer to “How much?”

Would you choose to resemble a used car salesman?

Traditional sales training instruction teaches that you make the price the last thing you tell. Load up the benefits, in order to make the value appear higher when the actual price is finally revealed.

Unfortunately, this technique doesn’t lower sales resistance. It produces the opposite effect. It convinces the prospective buyer that she’s dealing with a typical slick-talking car salesman who doesn’t care about anything but selling her something.

So, if your objective is to generate trust, provide great service, and not be caught up in trying to beat someone else’s price, treat your potential patient as you would a respected, and valued member of your extended family.

She has asked “How much are your exams?”

Give her the courtesy of a straight answer.

Give her a number.

“Our exams start at sixty-four dollars and may run as much as one-hundred-ninety-two dollars. May I explain the differences?”

Stop talking. Do not say another word until she’s granted permission.

Some callers will eliminate themselves at this point. They’ll politely thank you, and hang up. They’re price shopping. If you’re competing to be the low-price provider, your price will be competitive. They may call back.

But, if your practice provides greater value, and can justify a higher (and more profitable) price, its to your advantage to have the price shoppers eliminate themselves at this stage.

You must wait for permission to continue.

Once she’s grated that permission, say something similar to, “Our sixty-four dollar service is a simple vision screening. A new patient comprehensive exam is one-hundred-twenty-one dollars, which includes consultation, dilation, and a visual exam of the back of each eye. Some vision problems are not so easily determined, and will require additional diagnostic tests. Each test requires an additional fee – typically about thirty five dollars each. And, if you need a prescription for glasses or for contacts, there’s a slight additional fee for that, as well. Do you know yet what you’ll need?”

Keep your tone factual, but light hearted and helpful. Your objective is to engage the caller in a dialog, and to start working into the conversation the doctor’s qualifications, the quality of your diagnostic equipment, and perhaps a patient care testimonial or two.

The most important part of this whole procedure is to train your staff to do it well. Other OD offices are likely to treat inquiry phone calls as interruptions.

They are actually an opportunity to screen for, and to pre-sell your most profitable new patients.

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“How Much Does an Eye Exam Cost?” Copyright © 2008 Chuck McKay and AdvanceMyPractice.com. All rights reserved.

Chuck McKay is a business consultant in the practice of health care. Questions about telephone procedures and competitive pricing for your health care practice may be directed to ChuckMcKay@ChuckMcKayOnLine.com.