These days, businesses of all stripes are having to do more to reach out to customers. Consumers are getting more messages than ever and having to sift through them, learning to ignore messages that don’t really seem to fit. Even more, customers are now more able to see through misleading marketing. Furthermore, consumers are tending to become more aligned with brands that share their values. Because of this, for business owners, it is becoming more and more important to engage in authentic marketing. Authenticity in marketing helps make businesses, brands, and products seem more relatable to customers and helps businesses connect to customers on a deeper level. From working with the best credit card processing company to using authentic marketing practices, being authentic is now more important than ever.
In order to promote your business authentically, it is important to know what you stand for. Why did you start your business? What is important for you? Once you are aware of this, you can share this with your customer. Let your customers know what your business is about, sharing your values in a way that helps you connect with them. However, in order to reach out to as many customers as possible, it is also important to know what is important to them and to see how they feel about your business and what you are offering.
A great way to gain insight into your customers and their perceptions are to collect information about their preferences. Survey your customers. Ask customers how they feel about your services, how they like to see them, and what their preferred method of notification is. Responses to these surveys can help you understand how to most authentically and effectively reach out to your customers.
Being transparent is a great way to convey authenticity. Customers care about how your products are made, and the steps you have taken to improve products as a business. Show customers what goes in your business. While doing so, make sure to mention your setbacks. When marketing your product, let people know if you have experienced setbacks, and discuss ways you have tried to overcome them. Share how you have faced difficulties, especially relatable ones because this can help you connect to customers. And if you have worked on improving your product, let people know about it.
When it comes to authentic marketing, it is important to back up your claims. If you say you stand for something, and are promoting values you claim to care about, show it in your business. Because people have become more adept at discerning truth in marketing and are generally more skeptical of things they hear in advertisements, it is important that what you say is really a reflection of your brand, and you’ve got to take care to align yourself with businesses that match your authenticity. Moolah works to be the best credit card processing company we can be by committing ourselves to transparency and authenticity too.
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A credit card surcharge is an additional fee added to a transaction when a patient chooses to pay with a credit card. The surcharge is intended to help offset the cost of credit card processing and applies only to eligible credit card transactions.
No. Debit card transactions may not be surcharged under any circumstances, even if the debit card is processed as a credit transaction or entered manually.
Yes. Credit card surcharges may not exceed the merchant’s actual cost of accepting credit cards and are capped at a maximum of 3% of the total transaction amount, in accordance with card-network rules and applicable law.
Yes. Card networks require clear and transparent disclosure of any credit card surcharge. Practices must notify patients through appropriate signage at the practice entrance, point of sale, and anywhere payments are accepted. If payments are accepted online, the surcharge must also be clearly disclosed on the practice’s website.
Yes. Some U.S. states and territories prohibit or restrict credit card surcharging. Practices are responsible for understanding and complying with their state’s specific requirements before implementing a surcharge.
No. While Moolah provides tools and general guidance to support credit card surcharging, compliance with all applicable laws and card-network rules is the responsibility of the merchant. Moolah does not provide legal advice and assumes no liability for a merchant’s compliance.
Most major credit card networks permit surcharging when done in accordance with their rules, but additional requirements or restrictions may apply. Practices should ensure they have completed all required network notifications and disclosures prior to enabling surcharging.
Failure to comply with surcharging rules may result in card-network fines, required refunds, or other enforcement actions. Practices should ensure they fully understand all applicable requirements before applying a surcharge.
Flex does not currently offer built-in support for credit card surcharging. If a practice chooses to enroll in a surcharge plan, payments would need to be processed through Moolah’s payment platform, which is designed to support surcharging and integrates directly with Open Dental.
If you are considering introducing a credit card surcharge for your patients, it is important to understand that there are specific rules and regulations that must be followed when enrolling in and operating under a surcharge plan.
This article provides a general overview of common surcharging requirements. This content is provided for informational purposes only and does not constitute legal advice. It is the responsibility of each merchant to review, understand, and comply with all applicable laws, card-network rules, and regulatory requirements, including notification timeframes, signage requirements, surcharge percentage limits, and jurisdictions where surcharging is prohibited.
If you are unsure about the laws or regulations applicable to your practice, you should consult with qualified legal counsel. Moolah assumes no liability for a merchant’s compliance or non-compliance with credit card surcharging rules or regulations.
Transparent Communication
Card networks, including Visa, Mastercard, Discover, and American Express, require merchants to clearly and transparently disclose when a credit card surcharge is applied.
Practices must clearly notify patients of a credit card surcharge through appropriate signage placed at the practice entrance, at the point of sale or terminal, and anywhere payments are accepted. If payments are accepted online, surcharge disclosures must also be clearly visible on the practice’s website. All disclosures must inform patients that the surcharge applies only to credit card transactions.
Surcharge Limits
Credit card surcharges must comply with both card-network rules and applicable law. The surcharge amount may not exceed the merchant’s actual cost of accepting credit cards and may not exceed 3% of the total transaction amount.
Card-network rules cap credit card surcharges at 3%, meaning that if a merchant’s processing costs exceed this amount, the excess portion cannot be passed on to the patient.
Network and State Restrictions
The major credit card networks, such as Visa and Mastercard, impose specific requirements related to surcharge limits, advance notification, and disclosure.
In addition, several U.S. states and territories regulate or prohibit credit card surcharging. At the time of writing, credit card surcharging is prohibited in Connecticut, Maine, Massachusetts, and Puerto Rico. Other states, including Colorado, Minnesota, Mississippi, New Jersey, and New York, impose restrictions on surcharge amounts or require specific disclosures.
If your practice operates in a state that restricts or prohibits credit card surcharging, you must fully understand and comply with those requirements before implementing a surcharge.
Debit card transactions may never be surcharged, even if the debit card is processed as a credit transaction.
Applicability
Credit card surcharges may be applied only to credit card transactions. Other payment types, including debit cards and alternative payment methods, are not eligible for surcharging.
Regulatory Compliance
Merchants are responsible for maintaining ongoing compliance with all applicable card-network and legal requirements. This includes meeting advance notification obligations, using compliant signage and disclosures, adhering to surcharge percentage limits, and respecting jurisdiction-specific restrictions.
By following these guidelines, dental practices can implement credit card surcharging in a way that aligns with card-network rules and promotes transparency with patients. Clear and upfront communication helps maintain patient trust and supports a positive payment experience.