I say don't lower your price. What you want to do is segment the demand curve for ER services and slice out those who are willing to pay more to avoid wasting h

I say don't lower your price. What you want to do is segment the demand curve for ER services and slice out those who are willing to pay more to avoid wasting hours of their time. It seems lowering the price would gut your revenue but you wouldn't increase your userbase enough to make up for it (there would be a big deadweight loss of utility that patients get, but don't have to pay for -- lost revenue for you). Also, ER is an incredibly expensive thing to go through, so mentally your users may be more price-insensitive than usual--they'll bucket all the costs together in a 'big bath', so you can charge more.