How to answer "how much does it cost?" in DMs and WhatsApp
"Hi, how much is lip filler?" It is probably the most frequent message in the DMs and WhatsApp of any orofacial harmonization (HOF) clinic. And it is also one of the most poorly answered: either with strategic silence ("message me privately"), or with a loose number that ends up in a price comparison with the clinic down the street.
This guide shows how to answer that question honestly, giving the patient a useful reference, explaining why the final price depends on the assessment and moving the conversation toward the consultation, without pressure and without breaking your board's advertising rules.
Why is the price question so hard?
Because it arrives before any context. The person does not know how many ml they will need, does not know whether the procedure is right for them and often does not even know exactly what they want. To them, "lip filler" is a product with a price, like a haircut.
For you, it is a plan that depends on the exam, anatomy, expectations and safety. The answer has to bridge those two views: respect the question and, at the same time, show that something comes before the number.
The three most common mistakes
| Mistake | What the patient feels | Consequence |
|---|---|---|
| Not answering the price ("only at the assessment") | That you are hiding something | They look for someone who answers |
| Giving a firm number | That the price is that, regardless of the case | Surprise at the consultation, or comparison on price alone |
| Answering with a promotion or urgency | That the treatment is a commodity | Attracts people looking for the cheapest and may break your board's rules |
The middle path is to give an honest reference and explain where it comes from.
The structure of a good answer
A message reply that works usually has four short parts:
- Welcome the question, without dodging.
- Explain in one sentence why the price depends on the assessment.
- Give an honest reference: price per ml, the usual range you practice or the price of the assessment visit.
- Invite them to the next step, with a question.
None of this needs long text. Four or five lines are enough.
Reply templates by situation
Adapt the templates to your way of speaking and, above all, to your real prices. The numbers below are placeholders, not a price suggestion.
Direct question about a procedure
"Hi, Carla, how are you? The price of lip filler depends on the amount of product your case calls for, and I can only determine that by assessing you. As a reference, I work with R$ [value] per ml, and many lip cases use between 0.5 and 1 ml, at the discretion of the assessment. Would you like to book an assessment so I can give you the exact price?"
The volume range is stated as a reference, never as a promise of how much she will use.
Generic question ("how much does harmonization cost?")
"Hi, Carla. Facial harmonization is a set of procedures chosen for each face, so there is no single price. At the assessment I examine you, show you what I would recommend and you leave with a written quote, area by area. Is there an area that bothers you most?"
The final question matters. It turns a price inquiry into a conversation about the concern.
Person who insists on a firm number
"I understand, it makes sense to want an idea. So I don't give you a number that changes later, I prefer to give you the reference per ml, which is R$ [value]. At the assessment I set the exact price and give it to you in writing, with no obligation to go ahead."
Person comparing with another clinic
"It's worth comparing, yes. I'd just suggest checking whether it's the same amount of product, whether the follow-up is included and who does the injection. If you like, at the assessment I'll show you everything in detail so you can compare calmly."
Do not comment on a colleague's price, either favorably or unfavorably.
And the price of the assessment visit?
If you charge for the assessment, say so in the very first reply, with the price and what is included. Hiding that cost until booking creates distrust. If the assessment is credited toward the procedure, explain the rule.
"The assessment costs R$ [value] and takes about 40 minutes. In it I examine you, take photos, show you the plan and you leave with a written quote. If you have the procedure with me, that amount is credited."
The topic of whether to charge for the assessment has its own guide in this section, coming in a few days.
What do advertising rules say about price?
An individual reply to a person who asked is different from an open post. But the line is thin, and health advertising rules tend to be restrictive about prices, discounts and promotions (in Brazil, those of each professional board).
Practical precautions:
- do not post a price list, "deal of the month" or "special price" in a post, story or ad without checking your board's current resolution;
- do not use an automatic reply with a promotional price for everyone who comments "I want it";
- do not tie the price to "today only" or "last spots";
- do not offer gifts or raffles of procedures.
The guide on what you may advertise according to boards and CONAR brings together the general principles. The final word always belongs to the rules of the board you are registered with.
Automatic replies: do they help or hurt?
An automatic welcome message on WhatsApp Business is useful for stating business hours and response time. It should not try to answer the price.
"Hello, thank you for reaching out. I reply to messages Monday to Friday, 9 am to 6 pm. If you'd like to get ahead, tell me which area bothers you and I'll answer with the right information."
An automatic reply with a price list tends to be read as price advertising and loses the chance to understand the concern.
How long should you take to reply?
People who ask for a price by message usually ask several clinics at once. Replying the same day, within business hours, makes a difference. Replying at 11 pm, on the other hand, gives the impression that you have no limits, and the patient will expect that after the procedure too.
If demand is high, set aside two or three times a day to answer messages, instead of being available all the time.
What to do after you have replied?
If the person did not reply, a single follow-up message a few days later is enough:
"Hi, Carla. Just dropping by to say that if you'd like to book the assessment or have any questions, I'm here."
After that, stop. For someone who has already had the consultation, follow-up works differently, as described in follow-up after the consultation.
Price reply checklist
| Question | Yes? |
|---|---|
| Did I answer the question instead of dodging? | ☐ |
| Did I explain in one sentence why the price depends on the assessment? | ☐ |
| Did I give an honest reference (per ml, range or assessment price)? | ☐ |
| Did I avoid promotion, urgency and gifts? | ☐ |
| Did I end with a question about the concern or the assessment? | ☐ |
| Did I reply within business hours? | ☐ |
How do you arrive at the price per ml you will quote?
A per-ml reference only works if it is consistent with your costs and with what you charge at the consultation. If you have not done that math yet, the guide on pricing per ml shows how to add up product, supplies, time, follow-up, taxes and margin. Use the same number in the DM and in the quote: a difference between the two is the kind of surprise that destroys trust.
Hypothetical example: the clinic quotes a reference of R$ [value] per ml for lips in the DM. At the assessment, the recommended plan is 1 ml of hyaluronic acid in the lips. The written quote shows the same price per ml, multiplied by the volume. The patient finds at the consultation exactly the logic she read in the message.
Where Harmy comes in
At the assessment, the answer to "how much does it cost?" becomes something concrete. In Harmy, you mark the areas, set the ml for each one and generate the "after" projection, an illustrative simulation that helps the patient understand the plan. In the same session, the PDF quote calculates the price per ml for each area, with a validity date and the clinic's logo, and the price table can be saved for future quotes. See how in PDF quote.
Summary
Answer the question, explain why the price depends on the assessment, give an honest reference and invite them to the next step with a question. Avoid silence, firm numbers and showcase pricing. Someone who gets a clear, respectful reply in a DM arrives at the consultation knowing what to expect, and that is already half the way to acceptance.
Frequently asked questions
Should I give the price of facial harmonization by DM?
You can give an honest reference, such as a range or the price per ml, explaining that the total depends on the assessment. Refusing to give any information tends to push people away, and giving a firm number without assessing creates the wrong expectation.
Why can't I give the exact price without an assessment?
Because the amount of product, the areas recommended and even whether the procedure is indicated depend on examining the face. Two patients who ask for the same procedure may need different volumes.
Can I post a price list on Instagram?
Rules on pricing in health advertising vary between professional boards and tend to be restrictive. Check your board's current resolution before posting prices or promotions.
What should I do when the person disappears after getting the price?
Often they were just researching. A single follow-up message, offering the assessment and making yourself available, is enough.