How to Set Your Prices with Confidence as a Healthcare Provider

One of the trickiest parts of running your own practice? Figuring out what to charge. A lot of providers undercharge because they’re afraid patients won’t pay higher rates. But pricing too low just leads to stress, burnout, and a business that’s barely breaking even. Here’s how to price your services with confidence—without feeling guilty about it.

1. Know Your Numbers

Before you set your rates, you need to know exactly what it costs to run your practice. Think about rent, supplies, software, insurance, taxes, and—oh yeah—paying yourself a salary. Your prices should cover all of this while still allowing you to profit.

2. Check Industry Standards (but Don’t Just Copy Them)

Take a look at what other providers in your area and specialty are charging. It’s good to know the market, but don’t feel like you have to match their prices exactly. Your experience, expertise, and quality of care all matter.

3. Price for Value, Not Just Time

You’re not just selling an hour of your time—you’re selling your expertise, your results, and the transformation your patients experience. Think about the bigger picture when setting your rates.

4. Stop Discounting Yourself

Offering discounts can make you feel like you’re helping people, but it often just trains patients to undervalue your services. Instead of cutting prices, communicate the real benefits of working with you.

5. Own Your Prices with Confidence

If you hesitate when discussing your rates, patients will pick up on that. Be upfront about your pricing on your website and in consultations. If you believe in the value you provide, your patients will too.

Struggling to set your rates in a way that feels good and supports your business? Let’s figure it out together.