Infomercial companies that offer products for $19.99 are generally
depending on subsequent sales to the customers who buy that product.
They typically do this in two ways-- First, by offering buyers
addtional products at the time of the sale--- when you call to order;
or secondly, to sell related items to these customers at a later time.
This works because the buyer of the $19.99 offer have identified
themselves as purchasers of certain items that will very likely buy
similar things. So in reality, the infomercial company is building a
customer list by breaking even or maybe even losing a little on the
initial sale, but making money on the second, third or fourth sale.
You would have to think about how you could apply the case of a medical
practice---
Jim McCraigh
Editor--- Direct Marketer's Digest
http://www.mccraigh.com