A common question we are asked by practitioners looking to explore shockwave is how to successfully integrate it into their existing treatment and pricing structures. Some practitioners worry that it might be difficult to communicate to their patients why the sessions are more expensive than they had expected, whilst also ensuring they are able to achieve a quick return on investment for their device purchase.
In this post, we’ll provide you with expert advice and strategies to help you communicate the benefits of shockwave therapy, set appropriate pricing, and engage your patients in a way that fosters trust and enthusiasm.
Understanding Shockwave Therapy
Before you can successfully sell shockwave therapy to your patients, it’s essential to have a solid understanding of what the treatment entails. Through our courses and clinic education sessions, we cover the technical, physiological and practical aspects of shockwave therapy to provide you with the knowledge you need to confidently discuss shockwave therapy with your patients.
A patient may come to your clinic having read that you charge £60 per session, only for you to recommend focused shockwave therapy sessions at £90 each.
One of the key aspects of selling shockwave therapy is effectively communicating its benefits. By articulating these advantages, you can pique your patients’ interest and showcase the value of this treatment option.
Faster Recovery: Shockwave therapy is known for its ability to accelerate the healing process. It stimulates blood flow and tissue regeneration, leading to quicker recovery times compared to conventional physiotherapy techniques.
Highly Effective for Chronic Conditions: It’s particularly effective for chronic musculoskeletal conditions that haven’t responded well to traditional treatments. Conditions like plantar fasciitis, tennis elbow, and shoulder tendinitis often see significant improvement with shockwave therapy.
Non-Invasive and Safe: Unlike some surgical options, shockwave therapy is non-invasive. This aspect significantly reduces the risks associated with invasive procedures, such as infection or complications from anesthesia.
Reduces Pain: Shockwave therapy can provide immediate pain relief by disrupting pain signals and promoting the release of natural pain-inhibiting substances in the body. It’s effective in managing pain without the need for pain medication, which can have side effects.
Increases Mobility: By breaking down scar tissue and adhesions, shockwave therapy can enhance mobility and flexibility, which are often limited in chronic conditions.
Fewer Sessions Required: Typically, shockwave therapy requires fewer sessions compared to traditional physiotherapy. This can be more convenient and cost-effective in the long term, despite the higher per-session cost.
Drug-Free: Shockwave therapy is drug-free, which is particularly advantageous for patients who may have concerns about medication side effects or interactions. It offers a natural alternative to pain relief and healing without relying on pharmaceuticals.
May Prevent Surgery: In many cases, shockwave therapy can prevent the need for surgical interventions. By promoting tissue regeneration, reducing pain, and accelerating healing, it can be a viable alternative to surgery, especially for certain musculoskeletal conditions.
Why would your patient not choose the most effective treatment option?
Multi-clinic owner Ove Indergaard offers an apt analogy for offering shockwave therapy. This analogy draws parallels between choosing the right treatment and selecting the most effective medicine for a health issue, resonating with patients and helping them grasp the importance of shockwave therapy.
He explains to patients that just as they wouldn’t choose the third-best antibiotic for a chest infection, it isn’t sensible to opt for anything other than the best treatment to facilitate the quickest and most effective recovery from their own ailment.
Charging for Shockwave Therapy
Clinicians may have concerns about pricing shockwave therapy, but it’s essential to acknowledge its inherent value.
Here are some strategies to consider:
- Tiered Treatment Packages: Create different treatment packages that include shockwave therapy. For example, a basic package could offer traditional physiotherapy, while premium packages could include a certain number of shockwave sessions. This approach allows patients to choose based on their needs and budget.
- Add-on Pricing: Position shockwave therapy as an add-on service to your standard physiotherapy sessions. Patients could opt for a regular session with the option to add shockwave therapy for an additional fee. This model keeps your base prices stable while offering the flexibility to incorporate advanced treatments.
- Bundled Deals for Chronic Conditions: For patients with chronic issues that might benefit significantly from shockwave therapy, offer a bundled deal. This could include a comprehensive treatment plan combining traditional physiotherapy and regular shockwave sessions over a set period.
Average Costs per Shockwave Session
Radial shockwave: £75 per session.
Focused shockwave: £90 per session.
Some clinics offer a discount for pre-booking packages 4 – 6 Sessions – typically between 10 – 20%
These prices are for clinics outside London. London clinics typically charge 15-25% more due to higher overheads.
What does it cost to run a shockwave device?
After purchase, the running costs of a shockwave therapy device are fairly minimal.
Any machinery that has moving parts will require essential maintenance once in a while, and shockwave devices are no different, much like servicing a car. Let’s break down the running costs for a typical MSK clinic.
Maintenance Intervals
Shockwave therapy devices require handpiece revisions at fixed intervals to ensure consistent, high-quality performance. This involves replacement of a small component inside the handpiece that can be bought directly from Venn Healthcare.
Recommended Intervals:
Radial Devices: Revision of moving parts every 1,000,000 pulses (completed by device owner)
Focused Devices: Magnetic coil replacement at 2,000,000 pulses for optimal performance (completed by an engineer)
Why Maintenance Matters
While devices can run beyond recommended pulses, just like cars can go past their service date, we recommend following these intervals to ensure peak performance, consistent energy output and prevent problems.
Proper maintenance:
- Ensures Optimal Performance
- Prevents Future Issues
- Extends Lifespan
- Consistent energy delivery that doesn’t degrade over time
Here’s a table which outlines the average shots and costs depending on your device. As you can see, the cost of the revisions is almost negligible, leaving more of a margin for you to pay other overheads and pay off the cost of your device faster.
| Shots per revision | Revision kit cost | Avg. shots per treatment | Cost per treatment session | Avg. price per session | |
|---|---|---|---|---|---|
| Radial | 1,000,000 | £247.50 (excl. VAT) | 2500 | £0.62 | £75 |
| Focused | 2,000,000 | £1490 (excl. VAT) | 1000 | £0.75 | £90 |
