Concierge medicine
Concierge medicine marketing for membership practices
Concierge and direct primary care marketing has one job: explain a model most people have never bought, clearly enough that price stops being the objection. Then measure on members enrolled, not on enquiries.
You work with me, directly, one-on-one. No account managers, no juniors, no handoff.
Who this is for
- Physician-owned concierge and direct primary care practices with panel capacity.
- Practices launching a membership model alongside or instead of insurance billing.
- Owners who need a predictable number of new members each quarter.
What usually goes wrong
Marketing the practice instead of the model
People do not search for your name. They search for what to do about waiting three weeks for ten minutes with a doctor.
Price presented without the comparison
A monthly fee in isolation looks expensive. Next to what it replaces, it often does not.
Counting enquiries
Enquiry to member conversion in this model is slow and personal. Bidding on enquiries finds people comparing, not joining.
What I run
- Model-led content
- What membership includes, what it replaces, what it costs and who it suits.
- Search campaigns on intent
- Concierge, direct primary care and the problems that lead people to look for both.
- Local visibility
- Profile, reviews and physician authority, which carry more weight here than anywhere else.
- Enrolment tracking
- Members enrolled sent back as the bidding signal, not consultation requests.
- Reporting
- Cost per enrolled member, with panel capacity in view.
How it starts
- Week 1 Audit: the account, the tracking and the path from enquiry to patient, with a written 90-day plan.
- Weeks 2 to 4 Capture fixed at every entry point. Campaigns narrowed to the services that justify them.
- Weeks 5 to 8 A verified stage becomes the bidding signal, and form fills drop to secondary.
- Month 3 onward Budget follows cost per patient by service, reviewed monthly with you.
Proof
On my current healthcare programme I inherited an underperforming account and rebuilt it: cost per acquisition came down by about 78% while spend grew.
Talk to the person who will actually do it
The audit is $500 per ad account, comes with a 90-day plan, and is credited toward the first month if you continue with me. Retainers start at $5,000 a month, adjusted to budget and workload. Ad spend is paid by you directly.
Where I am not the right fit. Under roughly $10,000 a month in ad spend a retainer rarely pays for itself. I will say so on the call and suggest the audit plus a fixed project instead.
Common questions
Is there search demand for concierge medicine?
Modest and growing, and highly local. The larger opportunity is the problem-led searches that precede it.
How do we handle the price objection?
By making the comparison explicit rather than hiding the number. Practices that publish it convert better.
Should we advertise before we have capacity?
Yes, a quarter ahead. Enrolment cycles are slow and a full panel is a reason to slow down, not stop.
Does social media help?
Physician-led content builds trust in a model people are unsure about. Judge it on enquiries.
What budget is realistic?
Modest, because volume is low and value is high. Under roughly $10,000 a month in spend, start with the audit and a fixed project.
Who does the work?
I do. Nothing is subcontracted or delegated.