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 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.
1.
Discuss some of the goods or
services that could be highlighted in a marketing campaign that involves a concierge
practice of medicine.
2.
What advantages do you think a
concierge practice of medicine might contribute to the hospital’s offerings of
products to the community?
3.
Discuss some of the issues and
challenges that may arise from the hospital sponsoring a concierge practice of
medicine.
