If you are a geriatric care manager serving concierge clients ,do you have to defer to all their needs and be subservient? Let’s look at the Concierge Physician.
If you are a concierge physician, do you change their practice of medicine? Quite simply no.
They do not tell the concierge client- what they want to hear. They do not prescribe drugs that the concierge patient wants instead of needs. They do not submit to the VIP syndrome shown by physicians in Joan Rivers, Prince or Michael Jackson’s deaths.They continue to practice as doctors with the same skills, ethics, and tools they have with any patient.
What do they change? The change the way they deliver their medical practice. They offer personalized care and enhanced service. They take calls swiftly and they make house calls. They resuscitate the patient doctor relationship.
They change their billing model. They do not bill Medicare or insurance and they do bill the client personally.
They change their client target market. They do not target everyone that needs their skills. They target a demographic they can pay them privately, the upper 10%, Bob O’Toole Points out in his excellent chapter- Private Revenue Sources for the Fee-Based Care Manager- Need Vs Demand in the Elder Care Market- in The Handbook of Geriatric Care Management- 4th edition
They still practice with the same boundaries, tools, and ethics. They do not let patients set the rules, defer to their defer to their demands.
They practice medicine as they were trained.
As a GCM with a concierge practice, you practice with the same skills, knowledge base and ethics you were trained to deliver.
What you must do though is target clients in the upper 10% who can pay your hourly fees and home care (As concierge physicians do ), increase the personalized delivery of your GCM business, insuring care is delivered seamlessly by care providers who can meet the high standards of a concierge client under the direction of your care plan.
But you must market differently. You present a marketing pitch to third parties who can refer their clients to you. Part of that pitch is you serve the same demographic and will deliver gold standard service with boundaries to their clients. The other part of your marketing presentation to those third parties is telling them what benefits you will bring to the third party themselves. For example for concierge physicians or elderlaw attorneys who want to refer clients to you- you will send them regular updates, work as a team with them, deal with dysfunctional difficult families issues , to help them deliver better services.
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The problems you solve for 3rd parties so they will refer to to you.
What is a benefit vs a features and how to find benefits for each 3rd party you market to?
What specific problems you solve for wealth managers, elderlaw attorneys and concierge physicians
What specific problems to solve for upscale Assisted Living, accountants, financial planners, MD’s
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