How to Price a Coaching Program: 3 Common Mistakes Doctors Should Avoid

Sep 16

Most doctors don’t fail in business because of a lack of skill or strategy.
They fail because they second-guess what they’re worth.

Pricing is one of the first decisions you’ll make as a coach or consultant—and one of the most emotional. I’ve seen brilliant physicians with life-changing offers freeze up the moment they have to put a number on it.

You crowdsource numbers in Facebook groups, copy other people’s prices without understanding their offer, or slap on a number that feels “reasonable” instead of profitable.

That ends today.

As a business coach for doctors who want to replace their clinical income, I’ve seen this firsthand—and lived it. So let’s get into the three most common pricing mistakes I see (and what to do instead).

**❌ Mistake #1: Pricing Based on What You Think People Can Afford**

Your price shouldn’t be based on what you think people are willing to pay.

Your price should be based on:

The transformation your offer provides
Your unique lived experience + professional expertise
The value of the outcome (not how long it takes to deliver)

When you underprice, especially as a doctor, it signals a lack of confidence. People trust doctors to guide them through some of life’s hardest moments—your coaching should reflect that same level of leadership and decisiveness.

💡 Try this instead:
Price based on the before and after your client will experience, not the number of calls or deliverables. If your offer helps someone radically change their life, career, or income… it’s worth more than $297.

❌ Mistake #2: Charging Hourly (or Thinking Time = Value)

You didn’t go into medicine to trade time for money. So why recreate that same trap in your coaching business?

Hourly pricing keeps you stuck in a productivity mindset. You start asking, “Did I do enough to justify this price?” instead of focusing on whether the client is getting results.

Doctors are trained to “do more” to prove our worth. But in business, value is about clarity, outcomes, and transformation—not clocking hours.

💡 Try this instead:
Package your offer based on the result, not the time. Your client isn’t paying for a 60-minute call. They’re paying to solve a problem they haven’t been able to fix on their own.

❌ Mistake #3: Letting Fear or Guilt Dictate the Price

You’re not being greedy by charging more. You’re being strategic.

Most doctors I work with say things like:

“But I want to make it affordable.”
“What if no one pays that?”
“I’m not doing this for the money…”

And I hear you. But undercharging leads to resentment. And resentment kills your business faster than any price tag ever could.

💡 Try this instead:
Ask yourself: What would I charge if I believed 100% in my client’s ability to get results?
Now add tax. 👏🏽

**So What Should You Charge?**

Here’s what I teach inside my coaching programs:

👉🏽 Never price a high-ticket offer under $5K
👉🏽 Your pricing should reflect the full transformation you deliver
👉🏽 You’re not selling coaching. You’re selling a result.

One of my OB-GYN clients made over $63K in 72 days with a simple, clear coaching offer—not because she worked harder, but because her pricing aligned with her power.

🔥 Want Help Pricing Your Offer?

If you're done guessing, copying, and undercharging—and you’re ready to price like a CEO—then this is your next step:

📥 Start my free 5-day email course: How to Make $5K in 5 Days Without Seeing Patients
Or
📞 Book a 1:1 Offer + Pricing Strategy Call to get custom support from someone who’s helped dozens of doctors hit 4- and 5-figure months without burning out.

🎧 Listen to this episode I had on the pod with Dr. Nina Lum where we talked bits about pricing and all the good stuff about monetizing your expertise.