Three Wise and Practical Reasons For Cosmetic Surgeons
To Reduce Fees in a Tough Economy
A very savvy business friend of mine said to me several months ago: “I don’t know of anybody who has not been adversely affected by the very difficult economic times now facing the United States.”
Certainly, when the economy is tight, people have less money available for nonessential services such as cosmetic surgery. Therefore, plastic surgery practices will see decreasing patronage. For that reason, practices have to be realistic and ask themselves if there is not a way that they can contribute to helping ease the discomfort of a slow economy and at the same time benefit their practice.
I hereby submit that there are three good reasons why a cosmetic plastic surgery practice is wise to lower its fees:
1. Physicians have a responsibility to help patients. If economic difficulties present themselves, there is no reason why we cannot soften the blow by reducing our fees. After all, physicians who treat illness such as internists, pediatricians, surgeons have treated the needy in exchange for diminished fees. It is a tradition in medical practice that all be served. Even though our work is not medically necessary, it is still a valuable and important service to patients. Therefore, it is perfectly consistent with medical ethics that we lower the economic barrier for the sake of our patients.
2. To be most proficient, surgeons need to be busy. “Beware of the surgeon who operates infrequently” is an ancient and well-respected axiom in the world of surgery. My experience and that of other superspecialist surgeons is that in fact, the most gifted and proficient surgeons are busy. They are busy because they attract patients through their talents. They are also busy because they will accommodate themselves to the needs of the patients including the economic realities.
3. From a purely business standpoint, it is still better for the practice to do a case at a significant courtesy discount than not to do the case at all. Medical practices have large fixed expenses including rent and staff salaries. Accountants have long held that for elective surgery, a practice would be foolish not to discount its fees and continue to keep the operating schedule busy rather than take an aloof and distant stance and pass on surgical cases that would otherwise help the practice and the business’s bottom line.


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