Concierge Practice Marketing: White Coat…Meet Blue Collar

By Stewart Gandolf
Chief Executive Officer

white coat, blue collar

Concierge marketing; not just an upscale thing

A few days ago, a news item in the Philadelphia Business Journal caught our eye; a primary care practice was switching to a concierge medicine model—in a blue-collar neighborhood.

Concierge practice marketing can be challenging anywhere because patients are typically required to pay an annual fee to enjoy a more personalized level of service.

It’s the “blue collar” part that feels out of place. From a medical practice marketing perspective, the idea of a retainer-based practice seems at odds with blue-collar demographics. The concierge concept has been evolving under a variety of names—boutique, premier, platinum, membership—which imply an exclusivity and upscale market appeal.

Not always so. In  our conversations with primary care physicians and groups around the nation, we are noticing that the concierge idea is not exclusive to affluent areas.

And anyone planning concierge practice marketing should look beyond fees and retainers. It seems both doctors and patients can both be frustrated with traditional healthcare delivery systems that don’t include enough personalized attention, or preventive, quality care.

The goal of concierge medical marketing would be to help individuals find the standard of care they want—regardless of the color of their collar.

MORE ON THIS TOPIC: Concierge Medical Marketing: Attracting the Patients and Cases You Want

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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