"I Just Picked a Number That Sounded Right" - Why Your Pricing Strategy is Broken

"How did you decide on your prices?"

"Honestly? I looked at what other people were charging and picked something in the middle that seemed reasonable."

Sound familiar? Yeah, most wellness practitioners set their prices the same way they pick what to watch on Netflix—they scroll around, see what looks good, and hope for the best.

You probably researched the "going rate" in your area, maybe knocked off $5-10 to be "competitive," and called it a day. You wanted to be affordable, accessible, not scare anyone away. So you picked a number that felt safe.

The problem? "Feels right" has nothing to do with "keeps you in business."

My $35 Mistake

When I opened my first practice, I did exactly this. I called around, found out most chiropractors were charging $40-45 per visit, and decided I'd charge $35 to be the "affordable option."

Thirty-five dollars sounded reasonable. It was less than a nice dinner out. Surely people could afford $35 to feel better, right?

What I didn't calculate was that it cost me $38 to see each patient when I factored in my rent, supplies, insurance, and paying myself a living wage. I was literally losing $3 every time someone walked through my door.

But I was busy! My schedule was full! I felt successful because I was helping people and staying competitive. It took me almost a year to realize that being the cheapest option in town was a recipe for bankruptcy.

I was so focused on what seemed "fair" to patients that I completely ignored what was necessary for my business to survive.

The Real Cost of Guessing

When you guess at your prices, you're gambling with your financial future. Here's what usually happens:

You undercharge because you want to be "accessible," then you end up working twice as hard to make ends meet. You attract patients who chose you because you're cheap, not because you're good. When you finally realize you need to raise prices, half your patient base disappears because they were only there for the deal.

Or you overcharge randomly and wonder why no one's booking appointments. You second-guess yourself, drop your prices, and end up right back where you started—confused and broke.

Either way, you're making decisions based on fear and guesswork instead of facts and strategy.

Here's How to Actually Set Your Prices

Step 1: Calculate your true cost per patient. Add up everything: rent, utilities, supplies, insurance, your salary, taxes, equipment payments, marketing, software subscriptions—everything. Divide by the number of patients you see monthly. That's your break-even point.

Let's say your monthly overhead is $8,000 and you see 160 patients. Your cost per patient is $50. Anything less than $50 per visit and you're losing money.

Step 2: Add your profit margin. You're not running a charity. Add at least 30% profit margin to your break-even point. So $50 becomes $65 per visit. This profit covers unexpected expenses, equipment replacement, and actually paying yourself more than survival wages.

Step 3: Research your market, but don't let it dictate your prices. If everyone else is charging $45 and you need $65, you have two choices: find ways to cut your overhead or differentiate your services to justify higher prices. Don't just drop your prices and hope volume will save you.

Step 4: Test and adjust based on results, not feelings. Implement your calculated price and track what happens. If you lose patients, is it because your price is wrong or because you're attracting the wrong patients? If your schedule fills up immediately, maybe you're still undercharging.

The Confidence Factor

Here's what changed everything for me: when I started pricing based on numbers instead of feelings, I could explain my prices with confidence.

"My fee is $65 per visit because that allows me to provide you with the highest quality care while running a sustainable practice." No apologies, no justifications about market rates—just facts.

Patients respect confidence. They trust providers who value their own expertise enough to charge appropriately for it.

How I Help New Practitioners Price Like Pros

I work with chiropractors, massage therapists, and acupuncturists who are tired of guessing at their worth. We don't just pick prices that sound good—we calculate exactly what you need to charge to build a thriving practice.

In my 90-Day Profit Clarity Program, we start by calculating your true cost per patient so you know your minimum viable price. We organize your expenses to identify ways to lower your break-even point if needed, audit your local market to position your pricing strategically, and create systems to track whether your prices are actually working.

I check in throughout the 90 days to help you stay confident in your pricing strategy, especially when patients push back or competitors try to undercut you.

Ready to stop guessing and start knowing what to charge? Download my free budget spreadsheet [Budget] to calculate your real cost per patient, or book a call [Work Together] to discuss developing a strategic pricing plan in the 90-Day Program.

Because your prices should be based on math, not hope. And definitely not on what "sounds right."