Should I Increase My Prices?

In this podcast episode, Phil and Marina discuss one of the most uncomfortable but important topics in Direct Primary Care: raising membership prices. They challenge the common advice that physicians should avoid price increases and simply see more patients, arguing that this mindset undermines the core DPC goal of providing high-quality, relationship-based care. Phil and Marina explain that rising costs—including staffing, rent, supplies, and inflation—make periodic price adjustments necessary for maintaining a sustainable practice. They also address the emotional barriers physicians face, including fears of losing patients, disappointing families, or appearing profit-driven, while sharing examples of practices that successfully increased prices with little to no patient attrition.The conversation focuses on practical strategies for implementing price increases, including annual inflation-based adjustments, larger corrections when fees no longer reflect the value provided, changes to enrollment fees or family maximums, and passing through credit card processing fees. Phil and Marina emphasize that physicians should regularly evaluate whether their pricing supports long-term sustainability rather than simply covering short-term expenses. They also encourage practices to communicate the full scope of services they provide—including specialized evaluations, integrative medicine offerings, and other value-added services—when discussing fee changes. Their central message is that a financially healthy practice benefits both physicians and patients, and that raising prices should be viewed as a normal and necessary part of responsible DPC practice management. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit dpcpediatricians.substack.com