Pricing is hard. Most clinics either undercharge (because they are nervous) or anchor to whatever the cheapest competitor charges (because that is the price clients see first). Here is a better framework.
Start from your hourly rate
Take your fully-loaded hourly cost — your time, plus a fair allocation of overhead, plus a margin you can live with. Multiply by the time the service actually takes, end-to-end (consult time + chart time + admin time, not just face-to-face).
This gives you a floor. You should not price below this number for any sustained period.
Add the value premium
A service that takes you 20 minutes to deliver but takes a client three weeks of trial-and-error to figure out on their own is worth more than 20 minutes of your time. The premium reflects the value to the client, not the labor to you.
For a wellness intake that the client could not do without you, a 50-100% premium over your floor is reasonable. For a reorder that any provider could rubber-stamp, the premium is much smaller.
Anchor against your real competitors
Look at three or four clinics that target the same client demographic and the same wellness category. Note their prices. You do not have to be the cheapest — you usually should not be — but you should know where you sit.
If your service is materially better (more time, better follow-up, deeper expertise), price 20-40% above the median and lead with the differentiation. If your service is the same as everyone else's, price at the median and compete on experience.
Don't change prices to chase short-term feedback
The most expensive thing you can do is drop prices because one client said you were too expensive. The client who said that was probably not going to stick around anyway, and dropping prices teaches your existing clients that prices are negotiable.
Hold pricing for at least 6 months before changing. If, after 6 months, your conversion rate is materially below your category average, then revisit.
Bundles and tiers
Once you have a list of services, group them into 2-3 bundles. Make the middle bundle the obvious value — most people pick the middle by default. Use the high tier to anchor the value of the middle, not because anyone will buy the high tier (some will, but that is gravy).
Subscription pricing
For subscriptions, the rule is: monthly price × 11 = annual price. The two-month discount for annual commitment improves your retention numbers without giving away too much margin. Going to a three-month discount usually does not improve retention much further.