Episode Summary: Standing Out Amongst the Competition
In this insightful episode, Drs. Phil and Marina explore how direct primary care pediatricians can differentiate themselves in a crowded healthcare market, particularly in contrast to traditional fee-for-service models.
Key Highlights & Takeaways
The Changing Landscape of Patient Choice
In traditional models, patients often choose providers based on insurance coverage and proximity.
In DPC, patients actively choose to pay out-of-pocket for care—so practices must compellingly demonstrate value.
Standing Out: Being “Better” vs. Being “Different”
Being Better: Focus on reducing hassles—like offering same-day visits, online scheduling, and text communication.
Being Different: Emphasize unique offerings like integrative care, longer visits, personalized attention, or specialties (e.g., PANDAS care, mind-body medicine).
Benefits Over Features
Features are things like “text messaging” or “longer appointments.”
Benefits are what those features mean to patients: peace of mind, deeper relationships, feeling heard.
Patients buy emotional outcomes, not logistical details.
Marketing & Messaging
Avoid bland explanations of DPC.
Don’t just list services and hours on your website—highlight emotional and relational benefits.
Use testimonials and storytelling to bring benefits to life.
Consumer Psychology
Position your practice like a luxury or specialty product (e.g., glass-bottled flavored milk vs. plastic gallon jug).
Create perceived value that justifies patients choosing and paying for your care over a "free" option.
Actionable Advice
Review your website today and rewrite at least one feature as a benefit.
Use ChatGPT or a marketing lens to frame how you communicate your practice’s value
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