It’s arguably the most common question patients ask about refractive surgery: “How much does it cost?” According to consultants Troy Cole and Michael King, how you respond can be the difference between a successful lead conversion and a missed opportunity.
“Just because that's the first question someone asks doesn’t mean that's the first question you should answer,” King says. “Telling someone the price for a procedure up-front allows them to exit that conversation before you can educate them about refractive surgery and, importantly, about your practice.”
Cole notes, “If someone calls your office or reaches out through your website, it’s because they have a problem and they’re looking for a solution. It’s important that you take control of that conversation, particularly if their first question is about pricing.”
Simply asking, “Do you mind if I ask you a few questions first?” helps to redirect the discussion. Engaging someone in a conversation about why they’re seeking refractive surgery helps build rapport and allows you to discuss options and what makes your practice unique.
“Teach people how to make a decision. In the context of price, that means overshadowing the pricing conversation,” Cole says. “Remember, price is only an issue in the absence of value.”
Tools to Facilitate Cost Discussions
While discussions about costs can feel awkward, Cole advises practices to approach the subject with confidence. “You shouldn’t be scared of your prices,” he says. “You should be proud of what you charge because that enables you to do what you do without cutting corners.”
Scripting and role-playing among staff members are some of the tools Cole and King recommend when coaching practices on how to present financial information. Cole suggests using a script that isn’t too rigid or robotic.
“You have to present this information and then ‘read’ the patient’s reaction,” he says. “Some people will say, ‘Oh, that's the monthly payment? Fantastic.’ Others may ask if there’s a discount for cash. You want your staff to be comfortable taking a discussion where it needs to go.”
According to King, a staff that is at ease delivering pricing information can be empathetic and meet patients where they are. “That empathy and rapport pays huge dividends, because when people experience value, they don’t fixate on price,” he says.
Creative Financing Options
Once patients decide to go ahead with refractive surgery, they’re usually thinking less about cost and more about how they can work it into their budget. They’re often surprised that various payment options are available (such as using CareCredit), including options to combine different forms of payment.
“Find out what's important to the patient,” King says. “[Maybe] a lower monthly payment will work better within their budget. Be flexible, particularly during challenging times.”
Cole suggests a succinct and straightforward presentation: “Mrs. Smith, here's the procedure your surgeon is recommending for you. This procedure starts at X dollars a month with our affordable payment options. We can apply for that right now in the office if you wish.”
“When you communicate clearly what the patient will be spending and how that can fit into their budget with financing, that alleviates much of their anxiety,” Cole says.
Final Thoughts
Comfort is the goal when discussing financial matters — and a confident, prepared staff goes a long way. “Not being afraid of having this conversation can pay positive returns in your clinic,” says King.
Cole recommends focusing on what you have to offer. “Create value in the way that you present and communicate about your practice,” he says. This places the priority on the care provided, not the price.
Contact our team at carecredit.com/ophthalmology 
