Pricing is one of the most emotionally loaded decisions new telehealth practitioners make — and one of the most analytically straightforward when approached correctly. Most new practitioners underprice their services out of fear that patients will not pay, while simultaneously creating a workload that prevents the practice from ever becoming sustainable. Here is a framework for pricing that reflects the actual value of hormone optimization care and builds a financially viable practice.
Start with your target monthly revenue and work backwards. If you want to generate $15,000 per month, and you are willing to see a maximum of 25 active patients per month in new consultations plus 60 monthly management visits, you need to set your initial consultation fee and monthly management fee at a level that reaches $15,000 across that patient volume. This backward calculation immediately reveals whether your instinct to charge $150 for an initial consultation is financially viable — it is not.
Market rates for cash-pay hormone optimization telehealth in 2026: Initial comprehensive hormone consultation — $250–$500 (60–90 minutes, includes full lab review, clinical history, treatment plan). Monthly hormone management visits — $100–$200 per month (15–30 minutes, lab review and dose adjustment). Annual hormone management membership — $1,200–$2,400 per year (includes monthly visits, priority messaging, and annual comprehensive labs review). Lab interpretation only visit — $75–$150. These are not ceiling prices — many practitioners charge significantly more, particularly those with established reputations or specialty expertise in areas like menopause, men’s health, or longevity.
The recurring revenue model is the key to practice sustainability. Unlike acute care, hormone optimization patients stay for years — not weeks. A patient who starts testosterone therapy or HRT typically continues monthly management for as long as it is working. One well-onboarded hormone patient at $150/month generates $1,800 per year in recurring revenue. Twenty patients at $150/month is $3,000/month recurring before you see a single new patient that month.
Build your service menu and pricing before you open. Session A covers service menu design and pricing strategy. Call 844-734-2112.
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