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What are you known for, and who is it FOR?
Most practices market the same list: same-day visits, longer appointments, more availability. Patients do not choose a list. They choose the doctor who is clearly FOR someone like them. In about three minutes, see the gap between what you are known for today and what you want to be known for.
Your practice, in three parts: the hero, the problem, the guide.
This test follows the StoryBrand framework. You are the hero of this tool, and CMT is your guide.
You, the physician
You are building or leading a relationship-driven practice. You want the right patients to find you, and to stay.
The problem
Externally: practice marketing drifts toward the same amenity list from one practice to the next.
Internally: you may not be sure what patients actually know you for, or whether it matches who you want to be.
Philosophically: a practice cannot be FOR everyone. Markets are made of groups with different needs[3], and patients deserve a doctor who is clearly FOR someone like them.
Your guide
You went to medical school to practice medicine, not to write positioning statements.
CMT has published independently since 2007. This test uses the CMT Patient Study[6], built from 7,310 patient conversations in CMT’s archive (2013 to 2024). We are plain below about what it can and cannot tell you.
Describe today
Three questions about what patients know you for right now.
Describe your aspiration
The same three questions about who you want to be known as.
Read the gap
See two FOR statements, where they differ, and which patient types each one speaks to.
What is at stake
Without clarity, marketing drifts back to the generic list. Inquiries can then come from patients whose needs your practice was not built around, and that mismatch takes time from both of you.
What success looks like
You leave with one plain sentence about who you are FOR, a clear view of the gap to close, and a short checklist for your website, intake forms, and first conversations.
Our agreement with you
We promise to be plain about what this test is, what it is built on, and where it stops.
Disclaimers, please read before you start
This tool is a directional self-assessment that draws on the CMT Patient Study, built from Concierge Medicine Today’s own patient-inquiry survey, 2013 to 2024[6]. Your answers are self-reported and not independently verified. It does not guarantee any outcome, result, or accuracy, and it should not be relied upon as the sole basis for a business decision.
What to do with this. Treat your results as a starting conversation, not a conclusion. Before changing your marketing, pricing, insurance participation, or business structure based on any CMT tool, consult a qualified professional, such as a healthcare attorney, a CPA or financial advisor, or a practice management consultant, who can evaluate your specific situation, your local market, and your actual patient data. This tool does not know your practice, your patients, your finances, your contracts, or your regulatory environment.
Not advice. Nothing here is medical, legal, financial, accounting, or tax advice. Content is educational and informational only.
Independence. CMT is an independent publication and reports on the full range of practice models. This tool does not favor concierge, hybrid, direct primary care, or traditional models, and it is not a vendor product.
Privacy. Your answers are processed in your browser and are not sent to CMT by this page. So the next tool can pre-fill, your result may be saved in this browser’s local storage on this device only. You can remove it with the “Clear saved results” button under your results, or by clearing your browser data.
Frameworks and credits. The framing here adapts published work by other authors, cited under Sources. That use is CMT’s own independent adaptation and does not imply endorsement by those authors or their organizations.
Assumption of risk and limitation of liability. This tool is provided “as is,” for general informational and self-assessment purposes only, without warranties of any kind, express or implied, including as to its accuracy, completeness, or fitness for a particular purpose. By using it, you acknowledge that any decisions you make, and any actions you take or do not take, based on its output are entirely your own, and you assume all risk associated with that use. Concierge Medicine Today, LLC, its owners, employees, and affiliates disclaim all liability for any loss, damage, or claim, direct or indirect, arising from or related to your use of this tool or reliance on its results.
© 2007–2026 Concierge Medicine Today, LLC. All rights reserved.
Methodology: how your FOR statements are built, and what they do not mean
What this test does. It compares what patients would say you are known for today with what you want to be known for, then maps each answer to one of the four CMT Patient Study segments.
DataWhere the four segments come from
The CMT Patient Study[6][7] is a four-segment model built from patients who searched for a concierge doctor through CMT between January 2013 and December 2024. The segments sit on two axes: how a patient feels about their current doctor, and whether they want insurance or Medicare to keep working. The four-segment model uses the 561 patients who answered all four rating questions, which were added to the survey in 2018. The percentages on this page (29%, 27%, 27%, 16%) are shares of those 561 respondents.
What those percentages are not. They are not a share of the general population or of your local market. Respondents chose to answer, and all were actively searching for a concierge doctor, so they reflect CMT’s own audience. CMT states that the Patient Study is a working model that has not been reviewed by outside researchers.
EditorialHow your FOR statement is built
Your answers in each column fill a sentence template: who you are FOR, what draws them, and how you deliver it. The wording is CMT’s. The idea of deciding who you are FOR, and of closing the gap between what you are known for and what you want to be known for, is adapted from Jeff Henderson’s book[1].
EditorialHow your segment match works
Each answer points to one segment, as shown below. The segment with the most matching answers is your match. If your three answers point to three different segments, the answer to question 1 decides the match, and the results flag a possible mixed message.
| Segment | Q1: how patients describe you | Q2: biggest draw | Q3: problem you solve |
|---|---|---|---|
| Level-Uppers | Easy to reach, fast | Speed and access | Removing gatekeeping |
| Coverage Keepers | Knows me, trusted | Continuity | Preventing fragmentation |
| Fresh-Starters | Different, bold | A break from the old model | A genuinely different model |
| Careful Movers | Results and respects budget | Clear navigation | Complexity without breaking the bank |
This mapping is CMT editorial judgment. It was not fitted to patient outcome data and has not been statistically validated.
How the story is framed
Donald Miller’s StoryBrand framework[2] casts the customer as the hero and the brand as the guide, and organizes a message into seven parts: a character, who has a problem, meets a guide, who gives them a plan, calls them to action, helps them avoid failure, and ends in success. This page uses it on two levels. Here, you are the hero and CMT is the guide. Inside your practice, your patient is the hero and you are the guide.
Why segment at all
Segmentation rests on the idea that markets are made of groups with different needs, first set out for marketers by Wendell Smith in 1956[3]. That is a reason to think carefully about who you are FOR. It is not evidence that any one segment is better to serve.
What the independent research does and does not say
Independent work on trust in physicians[4] and on continuity of care[5] treats the doctor-patient relationship as something that can be defined and studied. The continuity studies are observational, so they show associations, not proof of cause. None of these studies tested this tool or the FOR framework.
Limits
- Answers are self-reported, and the tool cannot see your actual patient mix.
- Six questions produce a directional match, not a measurement.
- The best test is your own intake data. See “What to do next” in your results.
Answer for today, then for your aspiration
Answer the left column honestly, as patients would describe you today. Then answer the right column for who you want to become. All six answers are required.
Your FOR statements
Sources and further reading
Third-party sources
- Henderson, J. (2019). Know What You’re FOR: A Growth Strategy for Work, An Even Better Strategy for Life. HarperCollins Christian Publishing. ISBN 9780310356318.Used for: the idea of deciding who you are FOR and closing the gap between what you are known for and what you want to be known for.
- Miller, D. (2017). Building a StoryBrand: Clarify Your Message So Customers Will Listen. HarperCollins Leadership. ISBN 9780718033323.Used for: the seven-part story structure (character, problem, guide, plan, call to action, failure, success).
- Smith, W. R. (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, 21(1), 3–8.Used for: the origin of the market segmentation concept, that markets are made of groups with different needs.
- Hall, M. A., Dugan, E., Zheng, B., & Mishra, A. K. (2001). Trust in physicians and medical institutions: what is it, can it be measured, and does it matter? The Milbank Quarterly, 79(4), 613–639. doi:10.1111/1468-0009.00223. PubMed recordUsed for: a formal definition and conceptual model of patient trust in physicians.
- Pereira Gray, D. J., Sidaway-Lee, K., White, E., Thorne, A., & Evans, P. H. (2018). Continuity of care with doctors: a matter of life and death? A systematic review of continuity of care and mortality. BMJ Open, 8(6), e021161. doi:10.1136/bmjopen-2017-021161. Read the articleUsed for: 22 studies met the review’s criteria, and 18 reported statistically significant lower mortality with higher continuity. The studies were observational and could not be pooled, so this shows association, not cause.
CMT first-party research (not independently peer reviewed)
- Concierge Medicine Today, LLC. The CMT Patient Study. Data collected 2013–2024; compiled and published 2025–2026. conciergemedicinetoday.net/cmt-patient-studyUsed for: the four segments, their shares (n = 561, 2018 to 2024), segment averages, and the 7,310-conversation archive. Self-selected CMT audience, not a national sample.
- Concierge Medicine Today, LLC. The CMT Patient Study: full published research article. conciergemedicinetoday.net/cmt-patient-study-article
Bibliographic details verified September 21, 2026. Links open the publisher, journal, government, or CMT page. Books are identified by ISBN.
WHAT THE ASSESSMENT COVERS:
01
Your readiness profile→
Financial, operational, and personal factors that determine fit
02
Market fit indicators→
Whether your patient panel and geography support this model
03
Honest risk factors→
What makes transitions fail — and whether those apply to you
04
Your next step→
A clear recommendation based on your answers — not a generic guide
CMT has covered this field independently since 2007. We've talked to thousands of physicians who've made this decision — in both directions.
“This assessment was built from nearly two decades of physician interviews, national conference conversations, and independent research. It doesn't tell you what to do. It gives you the framework to decide for yourself — clearly, honestly, without a vendor agenda.”
— Michael Tetreault, Editor-in-Chief · Concierge Medicine Today · Est. 2007 · Independent since day one
This assessment is useful if — and honest if it's not.
Good fit
Physicians actively considering a transition
Physicians 1–5 years from making a move
Residents exploring career paths
Physicians wanting an independent view
Not the right fit
Physicians who've already decided and are in execution mode
Those seeking legal or financial advice
Practices already operating in this model
Most physicians land here for one of these reasons:
You're exhausted by the current model but not sure if this is the answer or just an escape.
You've read about it but can't find an honest, vendor-neutral take on whether it fits your situation.
You're worried about the transition — financially, relationally, professionally.
You want someone to tell you clearly: yes, or no for now, but not forever, or no, it’s just not for you.