You didn’t train eleven years to become a marketer.
So don’t. Two marketing programs do the work: one national, one local. You sit for one interview, check in once a month, and go practice medicine.
Two programs. One national, one local.
The co-op
We make one big, steady stream of pictures, posts, clips and films about a better kind of doctor. It runs on one set of accounts, on every major platform. When someone raises a hand, they type their ZIP code and see the member doctors licensed in their state.
Organic only. No paid ads, for now. As more doctors join, we may add paid ads, but only if the analytics show they pay for themselves.
Its job: find the people who want this.
Why a co-op? Posting enough to be seen takes more than a thousand hours a year for one doctor. Nobody can do that alone. Together, we make it once, and it works for everyone.
Every year, on Facebook, Instagram, YouTube, TikTok, LinkedIn and X. We don’t guess where patients come from. We track it.
Local Boost
Your founder’s interview and your monthly Check-Ins become your own films and clips. They live on your own website, which we build and keep fresh, and they run in your own town. People don’t pick a service. They pick a person.
Paid ads, if you want them. Google, Facebook and Instagram, and Nextdoor, aimed only at your ZIP codes and only in the states where you’re licensed. You set the budget and pay the platforms directly. It’s never required.
Its job: make them choose you.
Nothing here promises an income, a practice size or any result. Dr. Sam is fictional, and every sample is stamped as one and has never been run as a real ad.
The co-op is organic. Paid ads are local, and optional.
Almost nothing that fills a concierge practice is bought. It’s earned by a doctor who is easy to find and easy to understand. The national co-op runs on posting, not paying. Paid ads belong to Local Boost, aimed at your own town, and only if you want them.
People who know you
Your circle, worked on purpose. Your accountant, your lawyer, the parents on the sideline. A few hundred families is a smaller world than it looks.
Firms near you
One firm can move your practice by thirty households. It’s the fastest route, and almost nobody uses it. How it works ↓
Members who tell a friend
The cheapest, cleanest member you will ever get. Say thank you. Never pay for it, in any form.
Talks and teaching
A talk at the chamber, a column, a podcast. Slow, but it builds the one thing ads can’t buy: a doctor people have already heard of.
Five steps from a stranger’s phone to a member.
Your film and website
Your keystone film, what’s included, the price, and one next step.
See it →Your first 12 months, built with you.
The Catalyst is the first year of every membership, and it’s included. It starts the day you sign. We build your story, open your practice, then put it to work. After the first year, you go month to month, for as long as it’s working for you.
Get ready
You meet your own health care attorney. We help with your state licenses. You sit for your founder’s interview. We make your keystone film and build your website.
Be found. Be known.
Your card goes on the co-op’s front door. Your first pieces go out, and your first Check-Ins turn into clips.
Be chosen
More of what worked, less of what didn’t. A report every month, and a review with you and your spouse.
Month to month
Your panel is growing. We look at it together and keep going, one month at a time.
Want to leave early? No penalty and no hard feelings. Everything we built for you, your website, your films and your clips, is yours to keep.
See Sam’s first 90 days open, week by week →Be found. Be known. Be chosen.
His first three months after opening, week by week: his headline pieces, and what Sam had to do. It all happens inside the Concierge Catalyst, the first year of his membership. Yours runs on the same calendar, built around you.
| Week | What goes out | What the doctor does |
|---|---|---|
| 0 | Website live. Booking connected. His card added to the front door. Launch pieces finished. | Meets his attorney. Founder’s interview. Checks the launch pieces. |
| 1 | Card: “Who answered?” Clip: “Press 2. Then 4.” | Tells his own circle. Sets up his Google profile. |
| 2 | Card: the hospital hallway. Card: “Call. I pick up.” A post on why he became a doctor. | Takes calls. |
| 3 | Keystone film: “Meet Dr. Sam.” Pinned on his site. 90-second cut in the co-op feed. | Shares the film himself. First calls may start. |
| 4 | Clip and card: “Keep your doctor. Add me.” First monthly report. | Reviews the report with us. Takes calls. |
| 5 | “Ask Dr. Sam” #1. Card: “Twenty miles from your kitchen.” | First Check-In. |
| 6 | Clip: “I’ve been on the inside.” Letters to small firms nearby. | Checks his first Check-In clips. Takes calls. |
| 7 | “Ask Dr. Sam” #2. Card: “Your doctor, by first name.” | Takes calls. |
| 8 | First local talk. A clip from the talk. Second monthly report. | Gives the talk. Reviews the report. |
| 9 | “Ask Dr. Sam” #3. Card: “Small enough to know your name.” | Second Check-In. Takes calls. |
| 10 | Best pieces run again. “A limited number of members.” | Takes calls. |
| 11 | Best clip re-cut. Follow-up with the firms. | Second talk, if booked. |
| 12 | Third monthly report. | Third Check-In and the 90-day review. |
Every day, the co-op posts key art, text, clips and films on every platform. Sam’s pieces rotate in. The table shows his headline pieces.
A few hours a month. You keep your job.
Plus calls with people who want to join. The co-op’s shared content is ours to make. You only check the pieces that show your face or use your name. A planning figure, not a promise.
The interview starts the story. The Check-In keeps it going.
Once a month he talks about what happened, what he learned and what moved him. The editors turn it into a month of clips.
The scheduled Check-In
30 to 60 minutes on the calendar. A few days before, a short list of points to cover. They show on a small prompter over the camera, so he’s never reading a script.
The special Check-In
Something on his mind at three in the morning? Sit down, press one button, and say it. Ums and pauses are the editors’ job. A voice memo counts too.
The recording kit
We ship it, set up to work:
- A camera and a clip-on microphone
- One soft light
- A small prompter over the lens
- One button to record
One price. Everything in it.
No extra charge when you need help. And there’s no contract to keep you. Your first year is the Concierge Catalyst. After that, it’s month to month. If we do our job, you’ll stay.
Want to reach your own town faster? See Local Boost, our optional paid program, just below.
No minimum term. Leave any time, and keep what we built.
- Concierge Catalyst: your whole first year, startup included
- The co-op, working for you every day
- Your own website, built and kept fresh
- Your founder’s interview and keystone film
- Monthly Check-Ins, cut into clips for you
- A simple recording kit for your desk
- Content you can use yourself, anywhere
- A monthly report, and time with me to go over it
- Help whenever you need it
Not included: paid ads. Those are optional, with your own ad budget. See Local Boost.
Want to reach your own town faster?
The co-op runs on posting, not paying. If you want more, you can add paid ads aimed at your own area. It’s never required.
Google search ads
You show up at the top when someone near you searches “concierge doctor near me.” These people are already looking.
Facebook and Instagram
Your clips, shown to people in your ZIP codes. Then a “book a call” ad goes only to the people who watched.
Nextdoor
Your neighbors, on the app they use to talk about their town.
- Budget
- A suggested start is about $1,000 a month. You pay the ad platforms directly.
- Where
- Your ZIP codes, and only in states where you’re licensed.
- How we judge it
- At 90 days, with real numbers for each platform. Then we move the money to what works.
- Before it starts
- Your attorney approves it, and the certification below is in place.
One thing only you can do. The ad platforms won’t run telemedicine ads until the practice is certified by the health care accreditation body they all use. It runs about $975 to apply and $2,150 a year per website, and takes several weeks. We prepare the whole application. The practice applies and the doctor signs.
Free, and yours to run: your Google profile and your reviews, and being a good neighbor in local community groups. We’ll show you how.
You don’t need three hundred patients. You need ten firms.
Selling one household at a time means a few hundred cold conversations. Selling to a firm means ten, each worth about thirty households. And the buyer isn’t a patient. It’s the law or accounting firm down the road that loses half a day every time an employee takes a child to the doctor.
The problem
Nobody schedules a heart attack. What drains a firm is the routine: a sports physical, a camp form, a vaccine. Predictable, and each one eats half a day.
Lost half-daysYou go to them
A room with a door, on a set day each month. You bring the bag. Employees book a slot like a conference room and bring the child to the office.
The visit dayOne morning covers it
Physicals, vaccines, lab draws and job screenings all land on the same morning. The firm trades scattered half-days for one predictable one.
BatchedPhone in between
Everything else is a call or video visit for any enrolled employee and family, the same day, not in three weeks.
TelemedicineWhy a firm listens. The office manager has heard a hundred benefits pitches. She has never had a doctor offer to come to the building. A firm that bills by the tenth of an hour knows what a lost half-day costs. You don’t promise a saving. You show the math with the firm’s own numbers and let the managing partner decide.
Two relationships, two agreements. Care you give an employee as her doctor is hers. Screening you do for the employer belongs to the firm and carries its own rules. Keep them in separate agreements, explain it to the employee first, and never blur it into the membership.
Member number one is sold by the doctor, not a campaign. We build the list, the introduction, the materials and the follow-up. You walk into a conference room on a Tuesday morning and hand someone back their afternoon.
Medicine is the most regulated profession in America. So is advertising it.
Your license, your board, your state’s ad rules, the kickback laws, HIPAA and the platforms all stand between you and the first person who hears your name. So the first job isn’t writing an ad. It’s knowing what you may say, to whom, and in which states.
The seven lawful routes
Roughly in order, safest first.
- Your own patients. Telling an existing patient what you’re doing is a notice, not an ad. A doctor starting from zero doesn’t have this one.
- Employers. Several states ban soliciting a patient in person, but allow offering your services to an employer. The kitchen-table door is closed. The conference-room door is open.
- Referrals, unpaid. Clean until anything of value changes hands. Then it’s a paid referral, and in Florida that’s true even for cash-only practices.
- Your own network. An introduction from someone who knows you both carries no legal weight at all.
- A website that asks for the state first. A website waits to be found. What keeps it lawful is the gate: the visitor names a state, and if you aren’t licensed there, the site says so and stops. See ours →
- Paid ads, fenced to your licenses. In some states the ad itself is practicing medicine. Targeting keeps the budget honest. The state gate keeps the license.
- Teaching and speaking. General education isn’t practicing medicine, and it crosses state lines easily. Slow, and it lasts.
Eight things that end careers
Every one is something an ordinary agency does on an ordinary Tuesday.
- Paying for a patient, in any form: per lead, a percentage, a bonus, a free month. Marketing is bought by the hour or the campaign, never by the head.
- Advertising where you aren’t licensed. In some states that’s a felony.
- A testimonial without a signed HIPAA form.
- “Best,” “top,” “leading.” The FTC wants proof before the claim runs.
- Insurance words: coverage, plan, premium, deductible. A membership is not insurance, and some states want that said in the ad.
- Cold texts and cold calls. A penalty per message.
- Free or discounted care as bait. That’s an inducement.
- Any guarantee, of results, availability or response times.
“My agency didn’t know” is no defense. In at least one state the doctor answers for ads placed on his behalf.
How we build every campaign
- ✓ A flat fee for the work, never a share of your patient revenue and never a per-patient fee. That’s the line the fee-splitting and kickback laws draw.
- ✓ Never where your license isn’t. Your license map is built into the targeting, and the intake asks for the state before anything else.
- ✓ Targeted by place, never by health. Patient messages stay on consent-based, HIPAA-ready channels.
- ✓ Every claim is in the words, not the picture, in one list your counsel clears before a designer starts.
- ✓ Employer deals are papered before they’re sold.
- ✓ No income claims and no promises of patient numbers. Ever.
This is general, not legal advice. The rules differ in every state. We keep a working file of the statutes and regulations so a health care attorney knows where to look. Ask for it and give it to yours.
You see what works. Your license comes first.
The report
One page. Where your leads came from, which pieces worked, and who joined. Then we talk, and decide together what to keep and what to replace.
See the layout →Checked before it posts
Nothing that could identify a patient. No advice to one person. No drug names and no promises. Every ad names the doctor and says MD.
The rules we follow ↑One page. Where it worked, and where it stalled.
It follows the same five steps, so when something stalls you can see where. Then we talk, and decide together what to keep and what to replace.
The numbers are blank on purpose. Sam is fictional, and made-up results would tell you nothing.
Get a second opinion. From your attorney, not ours.
A concierge practice is a second opinion on the insurance system. Get one on this, too, before you decide. Not after the entity is formed and the films are shot. Before.
You and I talk
A phone call first. Then about an hour on video, going through the whole process. Then follow-up over a few weeks. Nothing is sold on any of it. If this is plainly not right for you, I’ll say so.
You pick the attorney
When you’re close to deciding, not before. A health care attorney licensed where you’ll practice. We don’t choose him, pay him or talk to him.
He explains it to both of you
You and your spouse, in one room. Your contract and non-compete, the entity, the membership agreement and the ad plan. In plain words.
Then you decide
If the answer is no, that’s a good outcome. It cost you one legal bill, not a year of your life.
If this sounds like the practice you wanted —
then one conversation is the right next step. Not a decision. A conversation. And you’ll be talking to me.
Adrian Keith Skane, CPA
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