Assessment Consultation: Should You Charge for It?

Among the management decisions of an orofacial harmonization (HOF) clinic, few generate as much debate as this one: whether or not to charge for the assessment consultation. Some argue that a free assessment fills the schedule, others that it only attracts the curious. Both sides are partly right, and the right answer depends on what your consultation delivers.

This guide lays out the arguments, presents the three most common models, shows how to communicate the price without awkwardness and reminds you of the ethical care needed with free offers in advertising.

What is at stake in this decision?

The assessment consultation takes chair time and requires a medical history, photos, an examination and an explanation of the plan. A well-done assessment usually takes between 30 minutes and an hour. That time has a cost, whether it is charged to the patient or spread across the price of procedures for those who commit.

From the patient's side, the assessment is the first contact with you. The way it is offered (free, paid, credited) says something about your clinic before they even sit in the chair.

The three most common models

No model is better in absolute terms. A clinic with a full schedule and a decisive audience tends to do well charging. A new clinic, still building its base, may prefer to lower the barrier to entry, with some precautions.

When does charging make the most sense?

Charging for the assessment usually makes sense when:

• the consultation delivers something the patient takes with them, such as photos, an explanation of the plan and a written quote;
• the schedule is busy and no-shows hurt;
• your positioning is individualized care and planning, not one-off procedures;
• you notice many assessments from people who only wanted to know the price.

In this scenario, the assessment fee works as a commitment from both sides: you dedicate that time, the patient shows up and arrives intending to understand the plan.

When does not charging make the most sense?

Not charging can be the right choice when:

• the clinic is just starting out and needs contact with patients;
• the consultation is short and focused on a simple, already well-defined procedure;
• your audience strongly resists paying before knowing the cost of treatment.

If you choose to go free, protect the schedule: confirm the consultation the day before, agree on a no-show policy and keep the same quality as a paid consultation. A free assessment done in a rush sends the message that the only goal was to sell.

The credit-back model, in detail

The credit-back model is the most widely used middle ground: the patient pays for the assessment and, if they commit to the plan within a set period, the amount is deducted from the procedure.

Hypothetical example: assessment of R$ [amount], credited toward a procedure done within 30 days. Those who commit do not feel the cost; those who do not have paid for the professional's time.

To work without friction, the rule needs three definitions, written down and stated before booking:

1. Deadline for the credit to be valid.
2. Scope: whether it applies to any procedure or only to the proposed plan.
3. Limit: whether it is credited in full or only in part, and under what conditions.

If the patient finds out about the rule only on the day of the procedure, the credit becomes a source of argument instead of an advantage.

How do I communicate the assessment price?

The assessment price should be stated at the very first contact, along with what is included. Hiding it until booking creates distrust. The guide how to answer "how much does it cost?" in DMs shows how to fit this information into the price reply.

"The assessment costs R$ [amount] and takes about 40 minutes. In it I listen to what bothers you, take the photos, examine you and show you the plan I would recommend. You leave with a written quote, with no obligation to go ahead. If you commit to the treatment within 30 days, that amount is credited."

The sentence says what the patient receives. That is what justifies the price, not your title or years of experience.

What must the assessment deliver?

Whether you charge or not, the assessment must be thorough. If it is paid, the patient needs to leave feeling they received something. The first consultation script details the steps; the summary of what the patient should take away is this:

If your assessment today does not deliver half of this list, charging for it will be hard to sustain. Improve what you deliver first, then decide the model.

What about advertising a free offer?

Advertising a "free assessment" in a post, story or ad is different from simply not charging for the consultation. Some healthcare advertising rules treat offering free services as a way of soliciting patients, and the rules vary among professional boards in Brazil.

Before advertising the free offer, check your board's current resolution and the guide on what can be advertised according to the boards and CONAR. When in doubt, share the assessment terms individually, with whoever asks, and not in an advertising piece.

No-shows: the problem that changes the math

Part of the debate over charging or not is really about no-shows. A free assessment tends to have more no-shows, and every empty slot is lost chair time. Some practices reduce the problem regardless of the model:

• confirmation the day before, with a short message and the option to reschedule;
• a no-show policy agreed at booking;
• a waiting list for last-minute slots;
• in a paid assessment, prepayment or a deposit, if it suits your audience.

"Hi, Carla. Confirming your assessment tomorrow at 3 pm. If you need to reschedule, let me know here and I'll fit you into another time."

How do I decide for my clinic?

Run a test with a clear rule and measure. Record for a few months: assessments booked, attendance, commitments and amount committed. Then change one thing (for example, start charging with credit toward treatment) and compare.

Hypothetical example: over three months of free assessments, the clinic records many no-shows and few commitments per consultation. In the following three months, with a paid assessment credited toward treatment, the number of assessments drops, but attendance and the share of commitments rise. The numbers belong to your clinic, and only they tell you which model works for you.

Where Harmy fits into the assessment

Harmy helps the assessment deliver what the patient takes home. With a frontal photo, you mark the areas, set the ml for each one and generate the projection of the after, an illustrative simulation of the plan. In the same session you get the PDF quote, with price per ml, expiration date and the clinic's logo. Each projection costs R$ 3.99, with no subscription, a small cost compared with the time of a consultation. The flow is in new projection.

Summary

Whether to charge for the assessment depends on what the consultation delivers, your audience and the clinic's stage. Free lowers the barrier, paid values your time, and paid with credit toward treatment usually balances the two when the rule is clear. In any model, state the terms at the first contact, deliver a complete assessment and check your board's rules before advertising a free offer.