How to Confidently Charge for Shockwave and Orthotics (Without Feeling Like a “Money Grab”)

READ TIME – 2 MINUTES

Don here again from Podiatry Practice Mastery.

In that same coaching call, we also dug into Shockwave, dropping low-paying insurance plans, and orthotic pricing. All three are huge levers if you want to go from $600k to $1M.

1. Choosing and Using Shockwave the Smart Way

My advice to her was simple:

• If money is tight → start with a radial device (Storz or the “Chattanooga is a cheapened Storz”).
• If you can afford it and are committed → focused Storz is fantastic, especially for deeper pathology.

The key is NOT the logo on the box. It’s:

• Your belief in the device
• Your ability to explain it
• Your consistency in how you offer it

How we structure it:

• We don’t sell “one or two” treatments.
• We present a 6-session package and set expectations low early (“You might notice improvement around visit 5 or 6; we’ll reassess at 6 and 12 weeks.”).

If you’re just getting started, I’d rather see you give it away for free on a few patients than discount it. Use those cases to:

• Learn the technique
• Practice your explanation
• Collect reviews and testimonials

2. Stop Being the Cheapest Orthotics in Town

This doc was charging $400 for custom orthotics while nearby practices and Good Feet are charging $600–$700+.

My stance is blunt:

• There is zero incentive to be the lowest-priced doctor.
• If everyone else is at $700, there is no ethical reason you should sit at $400.

What to do instead:

• Raise your price to at least match the market (or 20% above).
• Stand behind your product—adjustments, remakes, and clear expectations.
• Use Good Feet as an anchor:
• “Please don’t go to Good Feet; they’re about $2,000 and not truly custom. Ours are $___, last about 5 years, and are made specifically for your foot.”

If your orthotics work and you believe in them, your price should reflect that.

3. Drop the Plans That Are Dragging You Down

Over time, we’ve simply opted out of plans that reimburse so poorly they lose us money (like Medicaid in our state). You can:

• Create a simple, internal cash fee schedule (E&M levels + common procedures).
• Offer a clear cash option when insurance doesn’t make sense.

Yes, it takes courage. But keeping low-paying plans “because you feel bad” is choosing your patients’ finances over your own family’s.

Key Takeaways

• Choose a Shockwave device you trust, then commit to a 6-session protocol and clear expectations.
• Give a few treatments away at first to learn and gather success stories—don’t just discount.
• Raise orthotic prices to at least match your local market and confidently explain the value.
• Gradually drop the worst-paying plans and back it up with a clear cash price structure.