Let's talk about something that can truly transform your practice that you may not have thought to explore - how the right service menu structure can turn technology like the PiezoWave2T from a simple expense into one of your practice's most profitable offerings.
When a patient can get the same treatment at any practice down the street, there's little opportunity for premium pricing. But piezo-electric therapy is different. Being cutting-edge technology that many of your competitors don't offer, it immediately creates an opportunity to position it as a service well beyond your standard therapy option.
This is what can make the PiezoWave2T valuable from your patient's perspective, offering targeted treatment that reaches tissues other therapies can't. It can accelerate recovery for chronic conditions, reduce overall treatment time and, in some cases, provide a non-invasive alternative to surgical options. Each benefit could translate into less pain and a faster return to the activities patients love.
At ELvation Medical, we've seen various chiropractic offices succeed by creating a dedicated "Advanced Therapeutics" section on their service menu. This visual separation immediately signals to patients that they're looking at something worth a premium price.
Here's where the real magic happens. Rather than offering piezo-electric therapy as a standalone service, consider creating treatment packages that combine traditional chiropractic care with focused PiezoWave 2T sessions. This approach does several things at once: It creates clear pathways for patients, establishes value relationships between your different services, and, more than likely, increases your overall spend per patient.
Let's use a three-tier system as an example of how you can position such packages:
Your first tier might include your core chiropractic care: Traditional adjustments, basic soft tissue work and a degree of exercise guidance.
Your second tier might have the core care of the first tier package, adding targeted piezo-electric therapy for specific pain points.
Finally, your top tier offers the whole package of comprehensive restoration: Advanced recovery with extended piezo-electric treatments, customized home care, regular progress assessments and priority scheduling for busy patients who value their time.
Could this approach increase your revenue? Yes. On multiple levels. However, there's a deeper benefit to patients, providing them with clear choices based on their needs, pain levels and budget. It also creates natural opportunities for patients to upgrade their care as they see results or their condition changes.
When setting prices for piezo-electric therapy, you need to consider several factors:
One mistake we see too often is practices simply looking at what competitors charge for standard therapies and using that as a benchmark. That's leaving money on the table.
Instead, try a value-based approach.
Figure out your break-even point based on equipment costs, expected usage and practitioner time. Then add a premium that reflects the advanced nature of the technology and the superior outcomes it provides.
It's not a stretch to say piezo-electric therapy may command a 40-60% premium over standard modalities when properly positioned.
When you incorporate piezo-electric therapy into packages, use some strategic price anchoring. Let's say your standard adjustment is $65 and a standalone piezo-electric session is $95. Your combined package might be $145. Sure, that's a slight discount from the sum of individual services, but it would substantially increase your average patient transaction.
You may also consider a subscription model: Monthly care plans that include a set number of adjustments and piezo-electric sessions.
The subscription approach can create predictable revenue while encouraging patient compliance with your recommended treatment protocols. You might include weekly adjustments and bi-weekly piezo-electric therapy sessions in a monthly subscription plan, for example.
You can create the most brilliant service menu in the world, but if your patients don't understand why piezo-electric therapy is worth the premium, it might be a tough ask. This is where effective communication becomes your secret weapon.
Start with your team. Everyone on your staff, from the front desk to associates, must understand what makes the technology behind the PiezoWave2T special. They should be comfortable explaining the basic principles, the key advantages for different conditions and why your pricing reflects the value patients receive.
When you're educating patients, focus on outcomes rather than getting technical. Nobody needs a physics lecture on acoustic wave properties! Instead, try something like:
"This advanced technology allows us to precisely target damaged tissue that our hands simply can't reach, which is why it's helping patients who haven't responded to traditional treatments find relief."
Don't underestimate the power of showing rather than just telling.
Simple visual aids can make all the difference, such as before-and-after ultrasound images, anatomical models showing treatment depth or straightforward handouts comparing traditional approaches with piezo-electric therapy. Brief demonstration sessions let patients experience the technology before they commit to a treatment plan.
Let's talk about the elephant in the room: ROI. You need to understand when this substantial investment will start paying for itself.
Your ROI analysis needs to go beyond just the sticker price of the equipment. Project your equipment payments, maintenance costs and training expenses against the revenue you expect to generate from piezo-electric treatments. When you design your service menu strategically, you can often reach break-even within 8-14 months. This can be significantly faster than other practices that haven't planned their piezo-electric therapy implementation.
For example, if your practice performs 15 piezo-electric therapy sessions weekly at a $75 premium over your standard care, you generate about $4,500 in additional monthly revenue. With typical financing and operating costs, this volume will often cover equipment expenses while generating additional profit.
The real secret to accelerating your ROI is utilization. The more patients benefit from the technology, the faster your investment pays off.
Practices that get the fastest returns integrate piezo-electric therapy throughout their service menu. Some may select it as a standalone treatment, while others offer it as a comprehensive package. Others still could feature it in specialty programs for athletes or chronic pain patients.
Once you've established your core service menu, you may take things a step further by developing specialty programs centered around your piezo-electric therapy capabilities. These focused programs not only create additional revenue streams but also further set your practice apart from the competition.
Have you considered creating sports performance packages for local athletes? These have been remarkably successful for many practices. You might include pre-season assessments, maintenance care during the competitive season and intensive therapy for injuries. Athletes particularly appreciate the non-invasive nature and rapid recovery associated with piezo-electric therapy, particularly when working with limited recovery windows between competitions.
Chronic pain management represents another fantastic opportunity. You can develop comprehensive programs that combine piezo-electric therapy with education, lifestyle modification and other modalities in a structured format. Because these programs have a defined timeframe and clear outcomes, they're frequently easier to market and price as premium offerings. Plus, patients appreciate knowing exactly what to expect from the outset.
Your new service menu can't be implemented overnight, which is probably a good thing. A phased approach is more sensible in most cases.
Introducing piezo-electric therapy as a standalone service gives you time to train your team on the technical delivery and the crucial communication aspects.
Once you've established comfort with the basic offering, unveil those tiered packages mentioned earlier that incorporate the technology.
After that's running smoothly, launch your specialty programs for specific patient populations.
Throughout this process, keep track of what's working and what isn't. Monitor your utilization rates for the PiezoWave2T, average patient revenue, how many patients are converting to packages, and of course, patient outcomes. This data is gold—it allows you to continuously optimize your service menu as you go.
Advanced technology like the PiezoWave2T isn't just about having the latest clinical tools. It's about creating a strategic advantage that sets your practice apart. When you thoughtfully design your service menu to highlight this technology as a premium offering, you create value propositions that resonate with patients seeking superior outcomes.
Look at your service menu as a living document always evolving with patient needs, technology capabilities and market conditions. By regularly refining your approach, you ensure that your piezo-electric therapy offerings continue to generate optimal returns while delivering the exceptional care your patients deserve.
As a result, the once-daunting challenge of attracting new patients can become a fantastic opportunity to redefine your care model.
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