You work for a marketing department in a hospital within a suburban location of a large metropolitan area. Though it neighbors million-dollar homes, the hospital’s mission includes providing care to underserved and indigent populations in
A new primary care physician moved into the area and approached your hospital to partner with her as she begins a new
practice in the community. Because the administration is always anxious to welcome new practitioners to the hospital, you
agree to meet with the physician. During the meeting, the physician explains that she wants to establish the first
concierge medical practice in the community. The physician plans to attract around 100 families to her practice, and she
plans to charge from $300 to $1,000 per month, depending on the size of the family unit. (Note: A goal of 100 families may
not be realistic; however, the number makes for easier calculations.)
The patients who join the concierge practice will receive access to the physician’s services 24 hours a day, 7 days a
week, at an office located near the hospital. Families will receive preventive care services, and the physician will
design wellness programs to encourage healthy lifestyles for her patients. The physician will use the hospital for all
emergent care, day surgeries, rehabilitation, and in-patient care. The physician also plans to use nutritionists and the
hospital’s fitness center facilities.
Discuss some of the goods or services that could be highlighted in a marketing campaign that involves a concierge practice
What advantages do you think a concierge practice of medicine might contribute to the hospital’s offerings of products to
Discuss some of the issues and challenges that may arise from the hospital sponsoring a concierge practice of medicine.
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