No One Wins In A Price War

Price wars are common in many industries, including podiatry. The idea is simple: when a new competitor arrives, they try to gain market share by being the cheapest option. But I believe getting involved in a price war can harm your business, and here's why.

Price Wars Benefit the Consumer, Not You

Historically, price wars have rarely benefited businesses. One of the most famous examples was the "Beer Wars" of the 1980s, where beer companies competed fiercely to lower prices and capture market share. Who won? The consumers who got cheap beer. Who lost? The businesses that saw profits dwindle as they chased the lowest price.

In podiatry, this same concept applies. A new competitor might lower their fees to attract patients, but at what cost to their long-term business success? Competing purely on price rarely creates a sustainable business model.

The Type of Patient You Attract Matters

When a business focuses on being the cheapest, it attracts a certain type of patient and customer—those who prioritise price above all else. These customers often don’t care about quality or the value of the service you provide. They want the cheapest option available, regardless of the outcome.

As a podiatrist, you need to ask yourself: do you want these price-focused patients or patients who value your expertise and care? By staying out of price wars, you focus on delivering quality, not just quantity.

Cheap Isn’t Sustainable Without Compromises

Being the cheapest in town often means cutting corners—whether it’s using lower-quality materials, reducing the time spent with patients, or compromising on other aspects of your service. If you're offering a premium service, your prices should reflect that.

Premium patients expect high-quality care from a provider they trust. If your prices are too low, potential patients might question whether the quality of care matches up. In short, being cheap can backfire by driving away patients who value quality.

The Bottom Line

Price is what you pay; quality is what you get. Competing on price lowers your perceived value and attracts the wrong type of customer. Instead, focus on delivering the best care and avoid the temptation to enter a price war. Remember, premium patients look for a premium provider—be that provider.

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