No matter what pricing model you choose, you must understand how price sensitivity affects case acceptance.
Price sensitivity refers to how much price influences a patient’s decision to move forward with treatment. Some patients are willing to pay a premium for superior service, while others are strictly budget-conscious.
How to Gauge Price Sensitivity in Your Area
Income Demographics: Research median household income in your area (use census data, City-Data, or Zillow’s home value estimates).
Competitor Pricing: Are other orthodontists in your area charging premium prices or competing on affordability?
Case Acceptance Rates: If too many patients say, “I need to think about it,” your pricing may be too high for your market.
Parent Feedback: Listen to the concerns parents express during consults. If cost frequently comes up as a barrier, your pricing strategy may need adjustment.
In many communities, affordability is a major factor in case acceptance. Families want high-quality treatment, but they also have budgets, multiple kids, and financial constraints. This is one of the biggest reasons I decided to focus on braces over Invisalign.