Differentiating on more than price
When a patient calls a hospital for a price quote, they’re often routed from one department to the next and given conflicting messages. On the other hand, ASCs and free-standing imaging centers typically offer a clear price right away. Many ASCs and free-standing imaging centers use this up-front pricing to their advantage in competitive markets, by attracting frustrated or confused hospital customers.
But ASCs and free-standing imaging centers don’t stop there. The best of the best use a three-step formula to frame their up-front pricing as a service to their patients:
- Clearly communicate price
- Reaffirm the value patients will receive
- Pivot to immediately schedule care
This formula reflects these organizations’ understanding that knowing price in advance of service is a priority for many patients. Moreover, when patients receive up-front pricing and an affirmation of the high-quality care they’ll receive, they come to see the organization as their advocate and are more likely to schedule service there.
Are you creating an experience that makes the patient feel like you’re their advocate? To determine where you stand, ask yourself the following: "When patients ask about price..."
- What do we quote? Charges? Rates? Out-of-pocket expense?
- Do we name a price right away?
- Do we validate our quality?
- Do we move quickly to schedule the patient’s service?