Case Study: a Specialist’s Concierge Choice Program Offers
Convenience and Compassion
How a properly structured program puts membership medicine in reach
Over the last decade, specialty care has been one of the fastest growing markets for Concierge Choice Physicians. This is because, unlike traditional full model concierge approaches, CCP champions a blended model that allows physicians to offer concierge medicine alongside a traditional practice—not instead of a traditional practice.
Specialists are free to see new patients for episodic care, maintain strong referral relationships and continue accepting insurance. Their optional program is simply a choice for patients who want more time and attention.
In this article, we will discuss how and why one of our clients, a specialist, launched a Hybrid Choice™ model, and how it’s been an overwhelming success for both his practice and his patients.
Client: A private solo physician with a specialty practice in a suburban neighborhood.
The physician had a busy and successful private practice with nearly 2,000 active patients, many of which he treated on an ongoing basis. He had close relationships with his patients, who regarded him as a trusted advisor.
Concern: Though the specialist did not practice primary care, he could see how complicated the healthcare landscape had become. He wanted to provide a comprehensive approach to health care
management, but that takes significant time.
How We Got Started: The physician learned about our blended approach to concierge medicine, known as the “Hybrid Choice,” which would allow him to maintain his traditional practice, but add a concierge option for those patients who would benefit from more time and support.
We customized our analytics and survey process to ensure a membership model would be welcomed by patients. Our research revealed a patient base that was deeply loyal to the specialist, and who would welcome more time and support, even with a membership fee. This gave the specialist peace of mind. He had confidence that his patients would be enthusiastic about the concept and that the program would be a success.
About the Model: At the time, most membership models converted a practice entirely to full model concierge. As a specialist who relies on referrals and sees a large percentage of patients for episodic care, that approach was not feasible.
Fortunately, a Hybrid Choice™ program by CCP works differently. With the Hybrid Choice, a specialist can offer a partial membership program, where only those patients who want more time and a closer relationship with their physician become members. The rest remain traditional patients, as before. The physicians continue to accept insurance plans and referral relationships remain intact. No patients are dismissed, and the business structure of the practice remains intact. The program operates right alongside the traditional practice, in the same space.
How the Program was Structured: One of the key benefits of a Concierge Choice program is the ability to customize the program and add benefits to suit the physician’s style and program goals.
This specialist wanted to offer primary care to members as well as specialty care, making a key benefit a seamless, comprehensive approach to patient health. Our research and analytics supported this decision, and so that benefit was added to the standard suite of program benefits, which generally include easy-to-secure appointments that start on time, convenient ways to communicate, etc.
The physician wanted to proceed with caution, which made the Hybrid Choice approach especially appealing. He limited membership to just 100 patients at first, to ensure he had time to care for his concierge patients as well as his traditional patients.
How it’s Going: The patient response was overwhelming, with the initial 100 spots filled immediately. The physician kept a waiting list, and after he became comfortable with the program, he opened up his program to more patients. Today, he sees between 120-130 patients as concierge members, resulting in a new, private annual revenue source of more than $220k, outside of patient visits.
AS QUOTED IN "GASTROENTEROLOY TODAY":
“My concierge program gives me the discretionary practice time to care for the difficult-to-manage patients who require more of my time. I personally find that aspect of medicine satisfying, and I am glad there are practice models that make it possible from a time as well as an economic standpoint.”
And better yet, patients report great satisfaction with the extra time, comprehensive care and support their specialist is able to provide:
“There has never been in the present, past or probably the future a doctor more caring and knowledgeable than my doctor. He is the best.”
“I am very satisfied with the care I receive from my doctor. He is respectful, informative, and I never feel rushed.”
“Our doctor has been our angel. He not only takes care of my family, he does so with the utmost in compassion, empathy and concern. He has been our lifeline during some particularly horrible times.”
Are you interested in learning more about membership medicine and how it can work in a specialty practice?
Specialties like cardiology, endocrinology, gastroenterology, rheumatology, gynecology and pain management are now one of CCP’s fastest growing markets. We understand that every practice is different, with a different patient panel and physicians with unique goals. Our flexible approach to membership medicine makes us the one concierge service provider able to support this market.
For example, not every specialist structures their program to include primary care. Some specialists choose to emphasize preventive wellness and lifestyle coaching, others add specialty testing to their comprehensive exam. For others, simply offering more time and peace of mind is enough to attract patients who feel they need
the extra attention.
CCP serves specialists with private solo practices, like this particular specialist, as well as physicians employed by some of the country’s largest medical centers. The flexible, customized approach that doesn’t disenfranchise any patients makes it possible.
If your practice could use a boost, this is the right time to explore concierge medicine. Membership is growing faster than ever before. Patients want a personal relationship with the doctor they trust, and
physicians want to practice a personalized, satisfying style of medicine again.
Find out more today:
Physicians can get started by contacting CCP at (877) 888-5590 or emailing firstname.lastname@example.org