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 [...]