Setting the right pricing across multiple locations in my business has been a challenging but manageable task. We ensure our pricing is competitive by closely monitoring what the market dictates. This involves 'secret shopping'—visiting local competitors discreetly to understand their pricing strategies and service offerings. Often, competitors might offer lower prices but use inferior products or provide suboptimal services, which factors into how we set our rates.

At Genesis, or any of my clinics, the experience is distinctly premium from the moment a customer walks in. Unlike the typical clinical setting where the environment might be drab and the service impersonal, we greet every client by name, offer refreshments like water, tea, or coffee, and maintain a bright, welcoming space. We even enhance the ambiance with light scents to create a high-end feel. This level of customer care extends throughout their visit—from consultation to treatment—ensuring an educational and comforting experience that rivals any other.

Our approach allows us to command higher prices, akin to the difference between Motel Six and the Ritz Carlton. Both provide fundamental services—a bed and a room—but the experience at the Ritz Carlton justifies its premium pricing. Similarly, our clinics focus on delivering a five-star service, making the price a secondary concern for our clients. While our prices might be about 20-30% higher than average, the superior service ensures patient loyalty and satisfaction.

However, we do recognize the economic diversity across locations. For instance, operating in downtown LA or Dallas naturally incurs higher costs than in more remote areas like rural North Carolina, leading to variations in pricing. Yet, we strive to keep these differences minimal to maintain brand consistency. It's essential that pricing disparities aren't so vast as to diminish our brand's perceived value across different regions. This consistent pricing strategy across the board reflects our commitment to quality and customer satisfaction, no matter where a clinic is located.

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