Patients seek respect, clarity, attention to detail, and, most importantly, a meaningful doctor-patient relationship.

One of my all-time favorite quotes I love to share with Physicians who are curious about this industry and desire to follow their own vision for how healthcare could be and should is this quote:

"Somebody is already working on a uniquely better approach, a uniquely better product, a uniquely better environment, a uniquely better model. Someone out there is currently messing with the rules of the prevailing model. The goal isn't necessarily to be the first or the pioneer of uniquely better but people should be in a position organizationally and personally to recognize it when it comes along."

~A.S., Leadership Podcast; Part 2; Dec. 1, 2017

In recent years, the subscription-based healthcare delivery sector has seen a bloom of innovation by Physicians and interest from patients. I say this to inform us all that I think this innovation serves as a testament to the foresight of pioneering concierge practices and visionary physicians who introduced innovative yet old-fashioned values into our healthcare landscape. Some of these business models have even blossomed into your garden variety, low-cost, primary care subscription plans, while others cater to a more discerning patient who values the convenience of a doctor who responds to texts or calls within the hour.

Now, let’s address the elephant in the room: luxury healthcare.

Two or three decades ago, luxury in healthcare primarily focused on specialized medical services and high-quality facilities. For patients, luxury meant access to skilled physicians, private recovery rooms, and compassionate, personalized care. They appreciated amenities such as attentive nursing staff, expert care teams, comfortable surroundings, and reduced waiting times for appointments and treatments. Furthermore, luxury included advanced medical technology and treatments, regarded as indicators of superior care. The entire experience and the environment in which care was delivered were just as important as medical expertise.

Today, luxury in healthcare doesn’t necessarily mean that same thing. Convenience is the new form of luxury for the savvy consumer. Meaning, “I want it now and I want it on my terms.”

That is to say many potential patients are looking for more transparent, modern, and affordable healthcare options, such as subscription services and other cash-pay models, due to their dissatisfaction with current insurance plans and traditional medical offices. They seek respect, clarity, attention to detail, and, most importantly, a meaningful doctor-patient relationship.

In other words, the average consumer no longer views healthcare costs as a burden that only affects the wealthy. Instead, smart patients understand that if they neglect their health, they will end up paying significantly more in the long run. So why not take control of where, when, and how their money is spent?

And, healthcare is expensive—and it’s not becoming any more affordable! Patients today want something different for their money than bills laden with confusing industry jargon that they cannot fully understand nor afford.

But since the mid-1990s, concierge medicine and various membership healthcare models have evolved into diverse business formats, enabling physicians and patients to spend more time together and prioritize prevention over mere symptom management. Currently, annual fees in most subscription-based healthcare practices have become more accessible, reflecting the level of personal attention and service provided by doctors.

It's evident to me (as a patient) that more and more people are willing to invest in their healthcare early, as the costs will inevitably arise in their lives.

I acknowledge the criticism that these business models might contribute to a physician shortage. However, understanding the unique value proposition they offer reveals that these physicians often report higher levels of happiness and satisfaction in their lives. One physician we spoke with recently even remarked, "It saved my marriage."

The inspiration for concierge or bespoke medicine began nearly 30 years ago, initially catering exclusively to the affluent and providing a level of service akin to that found in luxury sectors, emphasizing personal relationships between doctors and patients. Since then, two significant developments have taken place that are not often advertised:

• There has been a noticeable increase in patient burnout.

• These early business models have created opportunities for entrepreneurial physicians to remain engaged as leaders in their communities, even when feeling exhausted, overwhelmed, and ready to leave the field.

Let’s first address patient burnout. Among discerning patients of all ages, there has been a considerable decline in trust towards local healthcare providers and institutions. This erosion of trust isn’t typically attributable to any single doctor or practice; instead, it reflects a broader cultural shift. Events such as the COVID-19 pandemic, systemic inequities, and healthcare disparities have significantly impacted these trends. Criticism surrounding vaccine distribution highlighted unequal access in minority communities, further eroding trust in local healthcare systems. A 2022 report from the American Psychological Association underscored the lack of sufficient mental health services during the pandemic.

Why mention these issues? They highlight the critical need for more healthcare institutions and more medical practices, both large and small, to rebuild trust through transparency, patient-centered care, and equitable treatment.

Just like any innovation in business, healthcare is no exception. Despite some vocal critics defending the status quo, new ideas often emerge from early adopters. If we dismiss the conversation about concierge medicine (and its familiar business model offerings) as being solely for the wealthy, we fail to recognize the innovation and creativity of countless entrepreneurial physicians over the past three decades. Are we not doing a disservice to physicians and inadvertently contributing to the physician shortage argument by stifling their entrepreneurial spirit? Why not allow patients and the local market to determine the viability of a concept, business, or price point? We might be pleasantly surprised by the outcomes.

From virtual primary care subscriptions available at our fingertips to individually owned primary care practices, options beyond the luxury price tag are now available. Memberships and subscriptions in healthcare, in all their forms, have seen a natural increase in demand and will continue to grow and expand to reach more patient segments due to heightened interest from both patients and physicians.

In fact one Physician who recently was the Keynote speaker at the industry's annual conference, the Concierge Medicine Forum held in Atlanta, GA each year says 'In this growing market, patient engagement and behavior change will be requisite skills for physician-entrepreneurs to offer value to their patients in the future.'

Disclaimer: These business models are not medical specialties and they’re not a replacement nor an insurance product.

"It’s no longer just about being the best doctor in the world," says the Editor of Concierge Medicine Today, the industry's healthcare trade publication. "It’s about being the best doctor for the world, for your patients, and for your local community.”