Get Comfortable Talking Price

Stop Apologizing for Your Fees: How to Confidently Talk Cash-Pay Pricing in Podiatry Michele McGowan explains why many private practice podiatrists struggle to say the price for cash-pay and regenerative services, urging doctors to stop apologizing and confidently communicate value. She argues patients already spend money on outcomes (LASIK, Invisalign, Botox, concierge medicine) and want clear options, not doctors deciding their financial priorities. Using examples like plantar fasciitis, ingrown toenails, and an insertional Achilles tendinitis patient, she emphasizes presenting conservative, regenerative (laser, shockwave/Softwave, PRP), and surgical choices upfront, focusing on outcomes rather than the technology. McGowan shares her evolution with transparent website pricing, staff scripts, and packages (including $300/session or $1577 for six shockwave sessions), and challenges listeners to notice whether hesitation is about protecting patients or avoiding hearing “no.” 00:00 Stop Apologizing For Fees 01:13 Why Money Feels Awkward 01:54 Patients Already Pay Cash 04:49 Offer Options First Visit 08:42 Achilles Case And Pricing 12:43 Quit Counting Their Money 13:39 Sell Outcomes Not Devices 17:21 Confidence And Value Talk 19:29 Transparent Website Pricing 23:36 Scripts Staff And Mindset 28:38 Practice Growth And Ethics 33:34 Final Challenge And Wrap