Do You Provide Customers a Concierge Experience?
Welcome to the Why to Wow newsletter which is all about inspiring the hearts and minds of people worldwide with the Power of Differentiation. In this Why to Wow newsletter, I share my experiences over the last 40+ years helping leaders differentiate their brands and products. Our goal is to inspire over one million people worldwide with our message. Reach out if you have any comments or questions.
Concierge doctors make up only 1-2% of all physicians in the U.S. This is a relatively new, growing medical trend. I’ll share my experience with this phenomenon because it relates to the service and approach we offer customers in all industries.
For several years, my doctor was a White House doctor (for two U.S. Presidents). My experience was unique—and expensive. Concierge doctors can earn anywhere from $1,000 to $20,000 or more per year/per patient for their membership or retainer fee, reflecting the level of personalized service and attention they provide. To justify these fees, a concierge doctor must offer substantially more—and far better—service than a typical primary care physician. Let’s explore this concept to see how it applies to our businesses. Here’s the ideal concierge experience:
A total focus on you. When I walked into her office for the first time, I was surprised at how small but elegant it was. The waiting room consisted of only two chairs because, as far as I knew, I was the only patient she saw that day. The office manager greeted me, and I was immediately ushered in to begin my annual exam. At a primary care office, you’ll most likely arrive to a crowded room, the sound of kids playing video games, and a line in front of the reception desk. Perhaps you will be offered a distraction in the form of a TV tuned to the food channel or HGTV to alleviate waiting room boredom.
Good enough wasn’t good enough. After my exam, the doctor shared that all was good, but she wanted me to undergo a series of standard tests to provide a baseline for the future. She was my advocate, whether I felt like taking tests or not. After an annual exam with a primary care physician, you might only hear, “Good job, see you next year.”
There were no traditional office hours. If I needed a prescription refill or I fell ill while traveling, I could simply email or text my concierge doctor, and she’d respond immediately with helpful information, even ordering a prescription that I could pick up at a local pharmacy. A primary care doctor can’t provide this level of responsiveness, simply because they manage so many patients. At best, they may have an online portal for messages, but responses can take 48 to 72 hours—or longer.
Real answers versus pablum. Once, I fell ill and was about to board a plane for a client meeting. I called the concierge doctor and explained the symptoms. She gave me in-depth advice and guidance, which helped settle my nerves. Usually, a primary care doctor isn’t available to take calls directly, so an assistant handles them. Their answer may be a generic one, such as suggesting you set up an appointment when you return from traveling.
Access of all kinds. Some concierge doctors make house calls, which takes convenience to an extraordinary level for the patient. They also provide quicker access to specialists. A primary care doctor doesn’t have time for house calls, and, when it comes to specialists, it’s often the patient’s responsibility to arrange the appointments. If they do provide this service, there will usually be weeks or months of waiting.
Concierge medicine offers patients several key benefits, including perceived improved care, specialized focus, reduced wait times, and immediate response to questions or concerns. The downside is the cost. Another important factor is the physician’s experience. Concierge medicine is expanding quickly because it allows doctors to maintain a more manageable and less rushed patient load—typically just 25% to 50% of a standard primary care physician’s practice.
Difference-maker #1: Concierge doctors give total attention to their patients, putting them at the center of the experience.
Similarly, businesses must prioritize their customers in every interaction and provide personalized solutions and experiences that make them feel valued. Even small touches, such as responding to questions promptly or sending a personal thank you, can create a premium experience.
Difference-maker #2: The higher fees concierge doctors charge are justified by the exceptional level of service and attention.
Don’t compete solely on price. Deliver value that your clients perceive to be worth a premium. When clients receive excellent service, they’re willing to pay more.
To be clear, this message isn’t against primary care doctors; they are working within a system that limits them from providing the type of personalized service that concierge physicians can provide. Can your company provide concierge service or something close to it? What would be the advantages to the customer and to your staff? And to you?
Podcasts I Recommend
Here are two great podcasts I recommend if you’re looking for inspiring business insights.
The Unified Brand Podcast Ranked among the top 10 branding podcasts by Feedspot, the Unified Brand podcast is dedicated to helping leaders unlock their brand’s full potential. With over 200 episodes featuring expert insights and real-world strategies, the show explores how alignment between culture, strategy, and identity drives lasting brand success.
Each episode of the Shift with Elena Agar podcast brings actionable insights, psychology-backed strategies, and inspiring conversations with industry experts. Listeners learn practical tips for taking ownership of their growth, transforming their leadership, and unlocking their potential.