If you own your own business, which physicians who are independent or run concierge or DPC practices do – you need to focus part of your time on branding and marketing. For direct primary care doctors, their business model is so new that most potential patients are not only unfamiliar with the practice but also the terminology. What words you use to describe yourself is critical to success and an important part of marketing and branding.

My guest today is pediatrician Dr. Nitin Gupta who we met on Episode 31 when he was just starting his practice. He is now a year in and through marketing is seeing real success. But it wasn’t until he pulled the prices off of his website and branded himself as concierge that the patients started coming. In New York, the term concierge is a common one people are familiar with to describe doctors who don’t take insurance. So by selling his personal care, accessibility, and value he now commands a growing patient list without focusing so much on price.

Whether this strategy would be successful for other DPC groups or not is something to see and probably depends on the area of the country and relative wealth of communities.