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 the area.
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
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 of medicine.
- What advantages do you think a concierge practice
of medicine might contribute to the hospital’s offerings of products
to the community?
- Discuss some of the issues and challenges that may arise from the hospital sponsoring a concierge practice of medicine.