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2015 Abstracts

Merging Marketing and Medical Science

Scot Sweet, Dixie State University

Social and Behavioral Sciences

Imagine a world where a revolutionary model of healthcare was created at an affordable cost offering higher quality care. This niche can be filled with a concierge approach. The concierge medical model allows patients 24/7 physician access by paying physicians a monthly retainer fee. In turn, physicians are able to take on fewer patients and spend more quality time with them. This research examines innovative approaches needed in order to successfully market and standardize the concierge model. Because many potential clients and companies seeking health insurance plans for their employees are unfamiliar with the concierge model; educational marketing strategies are required to achieve the paradigm shift in health care delivery modes. Successful marketing of the concierge model relies on the customers understanding of their ability under the concierge model, to be proactive instead of passive when it comes to their health. Taking the time to teach them to utilize a concierge model allows them to believe in a system built around the patient’s needs. This model has been successfully marketed to business owners with 5-15 employees. By educating owners on the cost savings combined with quality service. Offering a free trial allows the skeptics to understand the model. In current healthcare systems physicians treat patients from a legal perspective. Government regulations and third party insurance billing controls the services patients receive. This perception can be broken when people understand that insurance is used for big catastrophic accidents, not day-to-day needs.