Skin Cancer Business

Feedback after consultation

As many of you know I run a skin cancer business. Doctors essentially lease space from us to conduct their skin cancer practice. They pay us a percentage of their income to perform certain duties including marketing and advertising, recalls and reminders.

Is it acceptable for me to ask patients for feedback on their consultations so that I can work out which are good and which are bad doctors working in our space?

How else can I weed out bad doctors?

Should I weed out bad doctors?

If I have one doctor with great feedback and who builds their practice well and I have a not so good doctor who makes no effort to build their practice  and they both have a spare appointment tomorrow, who should get the one patient that phones?

Should doctors pay a different percentage to me depending on how much effort they make to build their own practice by building relationships? Obviously, I will have to spend much more on advertising and marketing for those doctors that do not make an effort to build their practices.

Should I tell patients that all doctors are independent practitioners and they can takes their chances on who they get?

Very interested in your feedback





Price versus value

This is from Bob Burg (

Think about how this can apply to your Medical Practice



A Deeper Look At Price vs. Value

February 21st, 2011 by Bob Burg

Should I cut prices? Perhaps offer discount coupons? Charge less but give less value? Stick to my guns and stay at the same price point, focusing more on communicating the value I offer? Or, charge even more and find ways to increase an already-exceptional buying experience?

Indeed, an ongoing theme in this blog and in many others is the issue of Price vs. Value.

Many of us do our best to persuade our readers that rather than submit to price-cutting pressure from prospects and a general price-lowering trend as a result of the economic climate of the past few years, that you instead increase the value (both real and understood) of your offering.

In other words, sell on value; not on price.

This is one reason why referrals, introductions and word-of-mouth are so important. Because you meet new prospects as a result of borrowed influence; that of someone theyknow, like and trust, you are viewed in a different, more positive and — dare I say — value-based light.

One helpful saying I either heard or read many years ago rings very true to me, and that is, “A person will exchange their money for that which they feel is of equal or greater value than the money they are exchanging it for.” Naturally, the more value they perceive compared to the money they are paying, the more likely they are to make that exchange.

And, with all that said, there are exceptions. Sometimes price is indeed the true issue, and the sale is unlikely to happen regardless of the value compared to the price. However, in these instances, it’s not an objection; it’s something else.

When a prospect objects to the price of your product or service, it typically means that he or she feels (whether consciously or subconsciously) that the price they are being asked to pay is greater than the value they would receive. Or, not enough value above the price to overcome inertia.

In this case — and it’s up to you to determine this through asking the right questions — your job is to effectively communicate the true value.

However, there are those rare times when price is the true issue and no amount of value will overcome this. This is not due to an objection but instead to a…“condition.”

Let’s take a look at this through several examples:

1. Lack of Funds

Even though the value of your product far exceeds the price, sometimes it really is outside what they can invest/spend based on their current financial situation.

A clever example from a reader, while extreme, I believe makes the point. You have a new techno-gizmo and a great idea for a commercial you just know that, if you could air it during the Super Bowl, would bring in more than enough revenue to cover all costs and net you a humongous profit. However, with the $2.5 million price tag to air, plus production costs, there is no way you can raise the money; at least not before the slots are sold out.

Do you have a price objection? No. Whether right or wrong, you place the value at much higher than the cost. It is a condition. You literally cannot make it happen.

2. Lack of Credit

When I sold a somewhat high-ticket item early in my sales career, about 1/3 of the people who really wanted it simply didn’t have the credit to be able to qualify for a loan. The challenge was not a price objection, a value question, or a matter of priorities. They wanted it; they simply could not qualify. It was a condition.

3. Product is Not Available and Time is of the Essence (While this is not price-related, I’m including it because it’s still a condition as opposed to an objection.)

They want it and know it would help in the project they are undertaking. Unfortunately, they are under contract to begin in 10 days and you can’t possibly have it for them before 30 days. Again, there is no price objection or question of value; it’s simply a condition.

Yes, usually a price objection simply means a lack of perceived value. But, not always. The point is only that, as much as we speak of value overriding price, there are exceptions.

Have you ever come across this? And, can you think of any conditions I haven’t mentioned?

Using 30195

Hi all


I am starting a new thread about 30195 because I think it is a slightly different topic, started below by a post from Dr Dai Tran, I think. Please sign your name and use punctuation. I think I have used 30195 maybe 10 times in the last year.


“benign neoplasms are abnormal growth of cells without evidence of malignancy. 30195 is intended for removing lesions that may potentially become malignant such as actinic keratosis that may not be suitable for freezing ( ie hypertrophic AK – here you want to sent the stuff away for pathology !! ) . other neoplasms of significance include PYOGENIC granuloma, here you want to 30195 to aid healing and for pathology.  Intradermal naevus hanging off you face that is interfering with your vision, here you can 30195…… NOW, HONESTLY can someone do a 30195 on every Joe Blow that walks in to your office ?? YOU have got to be kidding yourself if you 30195 every 2nd or 3rd person … this either mean you don’t know what you are doing or that you are short of cash and don’t give a stuff about other people who want to use 30195 for legit reason”

Medicare Audit

Hi all
I received this letter from a doctor. Comments and advice appreciated
Hi Ian
Had feedback from Medicare today as a result of the audit they did and despite good notes and pathology to prove 30195/30202/30203 they want me to pay back $486.35.
They stated some of the pathology is too old to call the lesions in the same area cancers. They couldn’t tell me how old is acceptable and a time scale is not stated in the MBS.
I’m not sure if anyone else has been audited with regard to this but it looks like the start of what they promised with regard to auditing skin cancer billings.
I was billing as taught by …. so now I’m uncertain what is beyond the realms of acceptable. I have a hotline number to phone to ask the question and I will update you in due course.

What Medicare is auditing this year

According to Medicare:

Skin lesions and associated items

We will continue current compliance activities (including audits, recovery and review under the Practitioner Review Program) associated with skin lesion excisions, wounds and cryotherapy.

In 2010–2011 we will develop and implement compliance strategies focussing on upcoding of skin lesion and flap repair items and billing an item that is not substantiated by the required histopathology test.

We released a new eLearning product in late 2009 covering consultation items and the treatment of skin lesions. We will monitor the need for additional education tools to address other aspects of billing for these services.

Ask for referrals!!!

Asking for referrals, sourced from Practice Builders

Did you ever wonder why some Healthcare Practitioners only get 10% of their new patients from patient referrals, while others get as many as 70%? Probably the biggest reason is they let their existing patients know they like to get patient referrals – that means they consistently “ask” them for referrals

Me, ask for referrals? I don’t think so – I’d look needy, greedy, even sleazy! Well, if that’s the reason you don’t ask for referrals, I suggest you change your thought patterns. Think more in terms of “helping” your patients’ friends to prevent them from developing problems. Isn’t that what you really do?

Develop one or two “scripts” that you feel comfortable with and practice delivering them. Here’s an example of a general script you can adapt:

“Well, I’ve checked for skin cancer and you’re in good shape – nothing to worry about. But, you know, some people go 2 or 3 years without a comprehensive check up, sometimes resulting in very serious problems which could have been prevented had the condition been identified in the early stages.

So, if you have any friends who are putting their health at risk by not having annual checks, please send them along to me and I’ll check them out…. OK?

(And for those brave hearts amongst you) Here, let me give you one of my brochures you can pass along to them”

Or if you are treating a specific condition (for example) patient:

“You know, so many people in this area suffer from skin cancer because they don’t know that it is so easily treated if caught early. So, if you know anyone you think may have skin cancer, please get them call me so we can help them with it, just like we did with you…. OK?”

Need an incentive to do it? How about adding 10% to your revenues every year with the additional patient referrals you can generate. Maybe worth making the effort, huh?

This is sourced from