# Premium Pricing Isn't Luck. It's Positioning. — Ritu Chopra, MD (Ep. 351)

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Podcast: [Beauty and the Biz](https://stenobird.com/podcast/beauty-and-the-biz-581032)
Published: 2026-02-28T03:13:00+00:00
Episode link: https://www.catherinemaley.com/podcast/premium-pricing-isnt-luck-its-positioning-ritu-chopra-md-ep-351/
Audio file: https://traffic.libsyn.com/secure/catherinemaley/Premium_Pricing_Isnt_Luck._Its_Positioning.__Ritu_Chopra_MD_Ep._351.mp3?dest-id=1247585
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Duration seconds: 3051

## Resource

📅 Schedule Your Practice Growth Strategy Review ⚙️ Restart your practice in 7 days ⬇️⬇️⬇️ Ritu Chopra, MD, explains how premium pricing isn't luck, but it's positioning oneself to become the authority in their field. Hello, and welcome to "Beauty and the Biz," where we'll discuss the business and marketing side of plastic surgery. As always, I'm your host, Catherine Maley, author of "Your Aesthetic Practice – What Your Patients Are Saying." and consultant to plastic surgeons, helping them get more patients and more profits. Premium Pricing Isn't Luck. It's Positioning. Today, premium pricing in plastic surgery isn't luck. Instead, it's positioning. In this episode of "Beauty and the Biz," we explain how premium positioning allows surgeons to command higher fees with confidence. As a result, consistency follows clarity. Specifically, Ritu Chopra, MD, is a Beverly Hills board-certified plastic surgeon. Notably, he built his reputation through extreme specialization in facial surgery. In particular, his signature DEFINE facelift became the focal point of his brand. Because of that focus, technical refinement, and strategic positioning, his facelift procedures can reach six figures. Therefore, that level of premium pricing is not accidental. Rather, it is intentional. Early in his career, Dr. Chopra made a strategic move. At that point, he joined a practice led by a nationally recognized plastic surgeon. Importantly, that surgeon was a longtime cast member of "The Doctors." As a result, proximity elevated his visibility. In turn, it strengthened his credibility. Eventually, it earned him his own role on the show. In "Premium Pricing Isn't Luck. It's Positioning.," we also discuss collaboration. Instead of competing, Dr. Chopra chose to collaborate. Consequently, he partici…

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