I was going through my email today when I found one from McGraw-Hill for a book sale they’re having for new residency graduates. An excerpt of the ad is found below:
I’m not sure what I did to piss off McGraw-Hill (truthfully someone probably made a couple of errors), but this is a good example of two things. First, the importance of reading the small print. A sale is not always a sale. Second, there is a phenomenon many physicians have observed that I will call “the doctor price.” It is a combination of two things. First, the seller of a product or service marks up the cost of an item because you are a doctor. It is sometimes disguised by first raising the price 25%, then lowering it 10%, but the end effect is the same. Second, the physician feels that because this salesman now knows he is a doctor, and because society expects doctors to be rich and not have to worry about money, he is less inclined to negotiate a lower price. When bantering with someone trying to sell you something, you may do better if you hide your profession.
Have you ever been charged the “doctor price?” What was it for? How did it make you feel? Comment below!