Setting your doula pricing can feel overwhelming. How do you ensure you’re charging fairly while attracting clients?
Let’s explore creative pricing strategies that work so you can confidently set your rates and grow your business. Offering different pricing packages can help you appeal to a wider range of clients while ensuring your work remains sustainable. That said, don’t overwhelm potential clients with too many choices—too many packages can lead to decision fatigue, which results in no one booking. As a new doula, get solid with your base fee before experimenting with different packages.
I’ve worked with doulas in Doula Office Hours who initially had multiple package sets that were overwhelming and confusing. When they pared them down and laid them out clearly—making it easy to see what they offered and for what price—they started getting more inquiries and bookings. Simplification can be a game changer!
1. Tiered Packages: Good, Better, Best
Offering tiered service levels allows clients to choose the support that best fits their needs and budget.
- Basic Package: Essential support, such as one prenatal visit, labor support, and one postpartum visit.
- Standard Package: Adds extras like a birth plan consultation, unlimited virtual support, and a second postpartum visit.
- Premium Package: Includes additional visits, lactation support, a postpartum meal, and unlimited text support.
Pro Tip: Avoid offering a no-prenatal package. While it might seem like a way to lower costs, skipping prenatal visits limits your ability to truly support your client during labor and postpartum. It’s a loss for both you and them and often leads to more stress during labor because you haven’t built a relationship or trust beforehand.
2. Bundled Service Packages
Pair doula services with complementary offerings to increase value and differentiate your practice.
- Birth + Postpartum Combo: Includes labor support plus a set number of postpartum hours.
- Childbirth Education + Doula Support: Combine prenatal education with doula services.
- Birth + Massage or Lactation Support: Partner with a massage therapist or lactation consultant to create a package that draws from both of your client bases.
3. Virtual vs. In-Person Offerings
If you serve a broad geographic area or work with different client needs, offering both in-person and virtual options can be a great strategy.
- Virtual Doula Support: Prenatal visits, birth plan creation, and labor coaching via video calls.
- In-Person Support: Full-service, hands-on labor support with additional in-person postpartum visits.
4. Keep It Simple: The 2-Tier Approach
If you’re just starting out, I highly recommend playing with two options rather than multiple tiers. Start by listing your basic service and what it includes. Then, have a separate list of optional add-ons, such as:
- Extra prenatal visits
- Birth planning session
- Lactation support
- Baby registry planning
This structure keeps your packages easy to understand while allowing clients to tailor their experience. Once you’re more established, you can even offer a “Build-Your-Own Package” (this is an expert-level move) where clients start with a base package and select add-ons from your list to customize their experience. You could also use a questionnaire to guide them toward the right package.
5. Sliding Scale & Pay-It-Forward Options
If you want to make your services more accessible, consider:
- Sliding Scale Pricing: Clients choose a price within a suggested range based on their financial ability.
- Community-Funded Support: Create a pay-it-forward program where higher-paying clients contribute to a fund that supports lower-income families.
- Scholarship Spots: Offer one or two reduced-rate spots per year, funded by donations or part of your full-paying clients’ fees.
6. Retainer or Concierge Doula Services
For clients who want continuous, on-demand support, a retainer-based model can work well.
- Concierge Doula Services: A high-end offering with guaranteed availability, multiple prenatal visits, and extended postpartum care.
- Annual Retainer for Support: A set fee covers a full year of consultations, support calls, and priority scheduling.
7. Hourly or A La Carte Services
Not every family needs a full doula package. Offering services a la carte allows clients to build their own support plan.
- Prenatal consultation
- Birth plan writing session
- Labor and comfort measures training
- Virtual postpartum check-ins
- Overnight postpartum care
8. Group Support Packages
For families who want community-based support, consider:
- Small Group Birth Prep: A series of small-group prenatal classes with labor support add-on options.
- Postpartum Circles: Group postpartum support sessions, with an option for individual visits at a discounted rate.
9. Gift Registries & Payment Plans
- Doula Gift Registry: Allow clients to have friends and family contribute to their doula services.
- Flexible Payment Plans: Offer installment payments to make your services more accessible.
10. Subscription-Based Doula Support (Optional Consideration)
While I’m not a huge fan of subscription models, they can work for some doulas looking to provide ongoing support in a structured way.
- Prenatal Membership: Monthly virtual Q&A calls, text support, and access to online resources.
- Postpartum Membership: Weekly check-ins, lactation support, and baby care guidance.
- Ongoing Parenting Support: Monthly calls, milestone check-ins, and expert guidance through the first year.
A Last Word on Packages for Doula Work
The good news is that your pricing packages are not set in stone—you can change them anytime you find they’re not serving you or your clients. The key is to make your life easier while also making it easier for potential clients to choose you. What can you do to simplify your pricing while keeping it flexible?
Want to brainstorm and refine your pricing strategy with other doulas? Jump into this thread on doula packages for support, insights, and real-world advice from experienced doulas!
