How Patients Really Think About Affordability

It occurred to me recently that I now spend more in one month than I used to spend in an entire year. I'm not saying that is a bad thing—I genuinely enjoy the new opportunities that my success has given me—but that realization did remind me of how rich my life felt even back in the days when I didn't have much money.

Some of my fondest memories of life with my late wife, Shahinool, are of the times when we lived in fairly modest circumstances. We didn't have a lot of options for our weekends and leisure time.

 

A drive to a nearby seaside town and a picnic on the beach was sometimes the most we could afford, and we loved every minute of it. We didn't have a lot back then, but we still always managed to ensure that we spent some time and money on things that added meaning to our lives.

This is an important thing to remember when thinking about patients and about what you presume they can afford. The simple fact is, very few come to you prepared to spend thousands of dollars up front for a comprehensive treatment plan. However, at the same time many patients—even those of fairly modest means—could be willing to go along with an ambitious treatment plan, if you can demonstrate the value of that treatment in a way that gets them excited. They also would often be willing if they can see how it fits in their monthly budget, which is the way most people appraise an expense.

It doesn't make sense to pre-judge a patient's willingness to accept treatment based on what you know about their economic circumstances. To do that is to deny your patients the full measure of your professional expertise. Your role is simply to present the treatment options you feel are best for them. If they see the value in it, they will often find a way to make it work.