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

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit dpcpediatricians.substack.com