A leading cloud-based practice management platform for chiropractic clinics engaged Miller Advisors to redesign its pricing and packaging strategy. Following years of product expansion, new AI capabilities, and numerous standalone add-ons, the existing commercial model had become increasingly complex, making it difficult for customers to understand the overall value proposition while limiting monetization opportunities. The objective was to develop a research-backed pricing strategy that simplified the customer buying experience, aligned offers to different stages of practice growth, increased monetization of high-value capabilities, and established a scalable foundation for future AI and payments innovation.
- Conducted executive stakeholder interviews and competitive intelligence across the chiropractic software market
- Completed three waves of customer research (MaxDiff, conjoint analysis, and A/B concept testing) with 400+ quantitative responses and in-depth customer interviews
- Identified customer value drivers, willingness-to-pay, and segment-specific package preferences
- Redesigned the pricing architecture into a Good-Better-Best framework aligned to practice maturity and growth
- Developed new bundled offers, an add-on strategy, and a financial impact model to maximize revenue while improving customer adoption
The new pricing, packaging, and commercial structure drove a 30% improvement in Monthly Recurring Revenue, in line with a projected 31% improvement in ARPU developed during the engagement. Customer adoption of a strategically important add-on increased significantly after it was repositioned from a low-visibility standalone product into a differentiated bundled offering. More than 100 pricing permutations were simplified into a scalable, customer-centric packaging architecture aligned to each stage of practice growth, establishing a repeatable pricing framework that supports future monetization of AI capabilities, integrated payments, and premium service offerings.