I understand that patients change their minds, and certainly have a right to do so. I'm also aware that all of us, including this writer, can make ourselves crazy, price-shopping an item or service. This is particularly true when an item is unfamiliar. Once patients are out of the office, they begin to focus only on price. They begin to forget all of the great things you told them, and they forget the great impression you made on them.
Patients think the level of service and competence is the same everywhere.
Consider Master Card, Visa, etc., if you're not already using them. Be willing to issue charge credits or write a refund check later if necessary, but get the patient to make a commitment while they are in the office. If the patient decides to go somewhere else, give a complete refund, minus any charges due, without delay. If they were given reduced fees based on entering an agreement, you can deduct your standard fee in making any refunds. If patients decide to leave, you want to make it possible for them to leave gracefully.