This may be controversial.

But I believe you should be the most expensive practice in your area.

Three reasons why:

#1 - This is a business, and you deserve to build a great life for what you do (this isn't a charity).

#2 - By charging more, you can deliver more (time/energy/focus/service)

#3 - The fight at the bottom and in the middle is a mess ... you either need to be the cheapest (impossible) or the most expensive to stand out.

However, this isn't just a case of putting your prices up.

If you want to be the most expensive practice in your area, you need to understand price elasticity and how brands such as Rolex use a smart approach to positioning.

Enjoy!