Should I set a retail price and a discount on my comprehensive exam?
I would. Build the full retail value of the exam first, every test, every bit of doctor time, the imaging, all of it, and arrive at the highest honest number you can. Then discount back to your real price, with a clear reason why. Maybe they earned it by coming back within a set window, or by choosing your office over the others they could have picked. You always need a reason, never a random markdown. The point is psychological and it is legitimate. People want to feel they got a good deal, and showing them the real value next to what they actually pay does that. The number is not lower because the exam is worth less. It is lower because they qualified for it. Give the patient that gift, and let them feel it.
If the answers you are finding here resonate with you, my team and I work with a small group of clients each year. The next step is a complimentary Discovery Consultation and Practice Review with Dr. McAnally.