Pricing Strategy for Physicians Entrepreneurs : How to Avoid the Trap That’s Killing Your Revenue

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The Pricing Wake-Up Call Physicians Need

If you’re looking to get more clarity around your private practice…
If you’re not sure where to start…
Or if you’re ready to make serious shifts in your business…

Keep reading.

Because here’s the hard truth most physicians don’t want to hear:
Your pricing has consequences.

Not theoretical consequences.
Mathematical consequences.
Consequences that will make or break the practice you’re building.

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Why Most Physician Businesses Struggle

For years, I’ve watched doctors pick their prices based on two dangerous methods:

1. What feels comfortable — “This seems fair. People can probably afford it.”
2. What others are charging — A quick Google search and a copy-paste price tag.

And then they wonder why their revenue is low, their schedule is overbooked, and their stress is high.

Business is math.
It’s not “good intentions” plus “hope.”
It’s an economic sport — and the numbers have to work.

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The 2-Out-of-3 Rule for Pricing

Here’s the rule every physician needs burned into their mind:

You only get to choose two out of these three:

• Your Price (X)
• Your Panel Size (Y)
• Your Revenue (Z)

Pick two, and the third is automatically decided for you.

• High Price + Small Panel = High Revenue (but you must master sales and positioning)
• Low Price + Large Panel = High Revenue (but you must master efficiency and systems)
• Low Price + Small Panel = Low Revenue (no way around it — the math won’t math)

If you try to pick all three, you will design a business that’s mathematically impossible to sustain.

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Why This Matters for Your Practice

Imagine a physician charging $60/month with a 200-patient panel.
That’s $144,000/year before overhead.

Sounds okay… until you factor in:

• Staff salaries
• Rent and utilities
• Supplies and tech
• Malpractice insurance

That “comfortable” price now leaves you overworked, underpaid, and questioning your career choices.

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The Three Choices If You Don’t Like Your Revenue

Once you do the math, you’ll face one of three options:

1. Increase Your Price — Learn to sell your value, not your time.
2. Increase Your Panel Size — Build systems to see more patients without burning out.
3. Accept the Revenue — And adjust your lifestyle to match.

That’s it. No fourth option exists.

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Value vs. Time: The Real Secret to Raising Prices

Here’s what most physicians get wrong:
Patients don’t pay for the number of minutes you spend with them.
They pay for results.

Results could be:

• Faster access to care
• Personalized attention
• Continuity with the same doctor
• Better outcomes
• Peace of mind

Once you understand and communicate the value you deliver, pricing becomes about impact, not hours.

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Choosing Your Model: High Ticket vs. Low Ticket

Both work.
But each demands a different master skill:

• High Ticket: Learn sales, positioning, and how to deliver premium results.
• Low Ticket: Learn efficiency, automation, and how to serve high volumes profitably.

Pick one.
Commit to the skills it requires.
And obey the laws of the model you choose.

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Action Steps to Fix Your Pricing Strategy Today

1. Write down your ideal revenue goal.
2. Decide on your panel size.
3. Reverse-engineer your pricing.
4. Ask: “Does this math lead to a business and lifestyle I love?”
5. If not, adjust — either raise your price, grow your panel, or change your expectations.

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The Bottom Line for Physicians

You spent years in training.
You sacrificed time, money, and energy to get here.

Don’t design a business that leaves you broke, burned out, and resentful.

Be the architect of your career.
Do the math before you build.
And remember: You only get to choose two out of three.

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The Fastest Path to Business Growth for Physician Entrepreneurs

You became a doctor to help people not to be stuck in survival mode.

If you’re ready to scale your practice or business with a proven system, you don’t have to do it alone.