​@Shushil, ​@Esther Egan ​& @Emily Bendelow Any feedback/experiences you have about increasing prices with minimum disruption to patients? 

Keen to get a few different practice views as well as what we think :) 

A massive thank you ​@David Rutherford for putting together not only one of the most engaging webinars but what a useful spreadsheet you have kindly shared!

You really did cover a lot and raised some very important yet easily overlooked consideration's for implementing increased pricing, especially the emphasis on getting the team on board with price changes. Having worked on the frontlines myself, I know how much the reception team feels the pressure during these transitions. They’re often the first point of contact for patient concerns, and without proper preparation, it can be overwhelming. 

My Top Tips would be:

• Communication is everything. When the team understands why prices are increasing and has a clear plan to explain the added value, it transforms those conversations. Most of the time, price increases aren’t deal-breakers. Patients simply want to feel heard. A team that listens empathetically, relates to their concerns, and follows up with a confident explanation of the value behind the change not only diffuses tension but also strengthens trust and rapport. Last year we actually were a little more prepared and I put together a carefully worded email to all our patients advising them about the increase, explaining why and how these increases will ensure we are able to uphold our high quality experience and it seemed to go down even better than anticipated and certainly took the pressure off our reception team.
•  Pricing slightly higher to allow room for offers or campaigns can be an effective strategy, especially when you’re investing in paid ads or marketing collateral. While discounts might not be for everyone, they can be a great way to engage new patients and make marketing efforts more impactful.
• For practices nervous about price increases, subtle adjustments can help ease the process. Keeping exams and key entry-point services unchanged while embedding increases into more comprehensive treatments is a smart approach.
• Using “From” pricing as a safeguard also allows for flexibility.
• Membership plans are another fantastic tool—they not only offer patients affordable monthly options but also encourage loyalty through added perks.
• It’s not all about increasing prices…This time of year is also perfect for reviewing outgoings. Are there costs that no longer serve your goals? Could switching suppliers or renegotiating contracts free up resources? Even long-standing software or services are worth reevaluating. Innovation in the industry is constant, and exploring new options can uncover opportunities you hadn’t considered.
• Finally, a practical tip for anyone with a big marketing team: start planning price changes as early as October. This avoids the end-of-year scramble to update leaflets, websites, internal guides, waiting room TVs, and other materials. It’s a big task to ensure consistency, so giving yourself plenty of time is crucial. We found we usually still have a high volume of leaflets with pricing on that we need to distribute ASAP.

Price reviews might feel daunting, but with a solid plan and a well-prepared team, they become an opportunity to showcase the value your practice delivers and build even stronger relationships with patients.