You're Scared to Raise Your Prices Because Patients Might Leave
"But what if they can't afford it?" "What if they think I'm greedy?" "What if they leave and find someone cheaper?"
These thoughts are playing on repeat in your head every time you even think about raising your prices. So you stay stuck at $45 per session while your overhead keeps climbing and your bank account keeps shrinking.
Meanwhile, you're seeing colleagues charge $80+ for the same services, and you're wondering how they have the audacity. Don't they care about helping people? Don't they worry about accessibility?
Here's what I know: You're not being noble by undercharging. You're being self-destructive.
My Price Increase Reality Check
I used to be terrified of raising prices too. When I calculated that I needed to charge $40 just to break even, I panicked. My patients were used to paying $35. What if they couldn't afford the extra $5? What if they thought I was being greedy?
But you know what happened when I was undercharging? I was working 50+ hour weeks, barely paying myself, and heading straight toward burnout. I was one equipment failure away from not being able to help ANYONE because I'd be out of business.
The wake-up call came during my financial crisis in 2023. I realized that my "heart-centered" pricing was actually heartless—because if I went under, all my patients would lose access to care anyway. My cheap prices weren't sustainable, which meant they weren't actually helping anyone long-term.
When I finally raised my prices to reflect my true costs plus a reasonable profit margin, something magical happened: the patients who truly valued my care stayed. The ones who left? They were price shopping anyway and would have left eventually for any reason.
The Math That Changed Everything
Let me break this down with real numbers, because your fear is probably based on imaginary scenarios, not facts.
Let's say you're currently seeing 100 patients per week at $50 per visit. That's $5,000 weekly. You want to raise prices to $65 per visit (a $15 increase).
Worst case scenario: You lose 20% of your patients. Now you're seeing 80 patients at $65 each. That's $5,200 weekly—you're actually making MORE money while working less.
Best case scenario: You lose 10% of patients (more realistic). Now you're seeing 90 patients at $65 each. That's $5,850 weekly—a $850 increase while working 10% less.
But here's what usually happens: You lose 5-10% of patients initially, then gain new patients who actually value quality care and don't haggle over every dollar. Within six months, you're back to full capacity but at higher prices.
Why Your Current Prices Are Actually Hurting People
When you undercharge, you attract patients who don't value your expertise. They miss appointments, don't follow your recommendations, and treat you like a commodity instead of a professional.
When you charge appropriately, you attract patients who:
Show up consistently
Follow through with treatment plans
Refer their friends and family
Respect your time and expertise
Get better results because they're invested
Which scenario actually helps more people heal?
Plus, when you're financially stressed because you're undercharging, you can't show up as your best self. You're distracted, resentful, and probably cutting corners to save money. That's not serving anyone.
The Confidence Formula
Here's how to raise prices without the fear spiral:
Step 1: Calculate your true break-even point. Include your salary, benefits, and profit margin. If that number is $58 per visit, then charging $50 isn't generous—it's financial suicide.
Step 2: Grandfather existing patients for 60 days, then implement the new pricing. This gives them time to adjust and shows you're not trying to screw anyone over.
Step 3: Practice your new pricing conversation until it feels natural. "Our new patient rate is $65 per visit. Would you like to schedule your appointment?" No apologies, no justifications, just facts.
Step 4: Track the actual results, not your fears. I bet you'll be surprised by how few patients actually leave.
How I Help Practitioners Price with Confidence
I work with chiropractors, massage therapists, and acupuncturists who are tired of being the cheapest option in town. We don't just pick random price increases—we calculate exactly what you need to charge to build a sustainable, profitable practice.
In my 90-Day Profit Clarity Program, we start by calculating your true costs so you can price from facts, not feelings. We organize your expenses to show you exactly why your current prices aren't sustainable, audit your practice costs to find additional ways to improve profitability, and create systems to track the real impact of pricing changes.
I walk you through the entire price increase process and check in throughout the 90 days to make sure you're staying confident in your worth, not sliding back into undercharging.
Ready to stop being afraid of charging what you're worth? Download my free budget spreadsheet [Budget Sheet] to calculate what you actually need to charge, or book a call [Chaos to Profit in 90 days] to discuss building pricing confidence in the 90-Day Program.
Because the patients who leave over a fair price increase weren't your ideal patients anyway. The ones who stay? They're going to help you build the practice of your dreams.
