Julie, There could be many ways to approach this. As shared by fellow members, there are very neat ways how you can go about it, test the waters and refine the pricing strategy for newer / existing clients as you grow and secure new clients. You might already be aware of this but I'd encourage you to look at the pricing strategy for two major avenues
- Savings from penalties (short-term / tangible)
- Revenue generation from the potential clients / families which are more engaged with your clients; resulting in becoming customer advocates and improved market perception - top line growth
In the long term, gains are significant from option # 2 but to reach that stage, you would need to rely heavily on pricing model based on # 1. To start with, look what alternatives options are charging to your prospective clients (as indicated in your note), and try and understand the impact they have on clinical practices. This should be fairly easy to get. For e.g. for $10K, clinical practice is able to keep the penalties down to $500K / 100 cases (some random numbers). So with you application, if you are able to bring down the penalties to under $200K / 30 cases, you can certainly charge your clients in the range of $50K - $75K. (these are some random numbers to show how one can do some pricing / value proposition calculation).
If you are confident that your product will deliver the results, why not get into some outcome based pricing model which will give you more premium and confidence to your clients to test the product.