Should I credit the exam fee a patient already paid toward their treatment? Yes, and patients love it. They have already shown up and paid for a film and an exam. When you apply that money to the next step, they feel like they are not paying twice for the same thing. To them it reads as a discount, and that small piece of goodwill nudges them toward the next yes. This is basic reciprocity. You give a little, they feel obligated to move forward a little. It costs you almost nothing because the money is already in your account, and [...]