A concierge medicine marketing plan should fit on one page and start from a number most templates ignore: how many members you can serve well. Generic plans begin with channels and budgets. A membership practice begins with capacity, because selling more memberships than you can honor breaks the promise you're selling. This template builds channels, budget lines and metrics around that number. Copy it, fill it in this week, and review it monthly.
Start from capacity: how many members you can serve well
Capacity is the number of members you can give the access you promise. Work it out from your own records:
- List your access promises: same-day or next-day visits, how fast you answer messages, visit length.
- Estimate visits per member per year from your current patients' history.
- Count the visit slots you'll offer in a year after protecting time for messages, calls and admin.
- Divide slots by visits per member. That's your capacity.
Hypothetical arithmetic (not a benchmark): 1,500 visit slots a year ÷ 5 visits per member = room for 300 members. With 220 enrolled, the plan's target is 80 new members, minus expected cancellations.
Write the target at the top of the plan. Every line below serves it.
Who the plan is for: the patients and employers you want
Describe the members you want in enough detail that a stranger could recognize them.
- Individuals and families: age range, life stage, distance from the practice, what they value (time, access, continuity), how they're insured (Medicare, employer plan, HSA-linked plan).
- Employers (mostly for DPC): size, industry, location, who decides on benefits.
Demand is there to be found. Patients search "concierge doctor near me" about 12,100 times a month in the US, and "direct primary care near me" about as often (Google Ads Keyword Planner data via DataForSEO, US, 12-month average to Sep 2026). Check your own metro in Keyword Planner. If DPC is your model, our DPC marketing guide covers the employer pitch in detail.
Channel plan: referrals, local search, website, events and ads
The concierge medicine marketing plan table
Fill in one row per channel. Copy it into Google Sheets or Excel and add rows as needed.
| Capacity | Target member profile | Offer | Channel | Monthly budget | Owner | Metric | Review date |
|---|---|---|---|---|---|---|---|
| [open spots] | [who] | [fee and what's included] | Member referrals | [$] | [name] | Referred inquiries | [date] |
| Professional referrals | [$] | [name] | Referred inquiries | [date] | |||
| Google Business Profile and local pages | [$] | [name] | Calls and website clicks | [date] | |||
| Website membership and pricing pages | [$] | [name] | Form inquiries | [date] | |||
| Meet-the-doctor events | [$] | [name] | Attendees who book a consult | [date] | |||
| Employer outreach | [$] | [name] | Employer meetings, enrolled employees | [date] | |||
| Paid search | [$] | [name] | Inquiries, cost per new member | [date] |
Notes on each channel:
- Referrals from members and from specialists usually cost staff time rather than money.
- The website needs a membership page, a pricing page and HIPAA-compliant inquiry forms. Medfy's $349/month base plan includes a rebuilt website with those forms and a patient CRM and inbox where every inquiry lands.
- Paid search can wait until the pages exist. Medfy's optional Google Ads management add-on is $199/month, with ad spend paid directly to Google.
Monthly budget lines, with a hypothetical example
List every line separately so you can see what each channel really costs.
Hypothetical arithmetic (fictional practice, one month):
- Website and marketing software: $349
- Google Ads management: $199
- Google Ads spend: $800
- Meet-the-doctor evening (room, refreshments): $250
- Printed materials for referral visits: $100
- Total: $1,698. If that month brings 6 new members, the blended cost is about $283 per member.
Your numbers will differ. Our marketing budget calculator helps you set a ceiling, and the general healthcare marketing plan guide covers budgeting across specialties.
The 12-month calendar: launch, renewals and seasonal moments
| Months | Focus | Notes |
|---|---|---|
| 1–3 | Launch or relaunch | Existing patients first, then public; see the concierge launch steps |
| 3–6 | Referral relationships | Specialist and hospital visits; first member-referral evening |
| [your renewal month] | Renewals | Thank-you notes and a renewal reminder from your team, 30 to 60 days ahead |
| [employers' benefits window] | Employer outreach | Ask each employer when it sets benefits for next year |
| [your seasonal moments] | Community | Flu-vaccine clinics, back-to-school physicals, new-year health talks |
| 12 | Annual review | Capacity, prices and channel results |
Metrics: inquiries, consult-to-member rate and renewals
Track five numbers monthly, by channel:
- Inquiries: forms, calls and event sign-ups.
- Consult-to-member rate: new members ÷ consults held.
- Cost per new member: channel spend ÷ new members from that channel.
- Renewal rate: members who renew ÷ members due to renew.
- Capacity filled: members ÷ capacity.
Medfy's AI CMO dashboard shows leads by source and sends a weekly brief by email, which covers the first metric. The rest come from your enrollment records.
Copy the template
Copy the plan table, the budget lines and the calendar into one spreadsheet tab each, then set a monthly review on your calendar.
HIPAA notes. Keep patient names out of the plan; it should hold counts, not people. Track individual inquiries in a HIPAA-compliant CRM covered by a business associate agreement (BAA), not in a shared spreadsheet.
Before you publish anything from this plan, have your attorney review offers, pricing claims and employer arrangements, and have your clinical lead confirm the access promises. For strategy beyond the plan, see our concierge medicine marketing guide, or start with a free marketing audit of your current site and listing.
Frequently asked questions
What should a concierge practice marketing plan include?
Your capacity, the members you want, your offer and price, the channels you'll use, a monthly budget for each, who owns each task, the metric you'll judge it by and a date to review it. Keep it to one page. Add a 12-month calendar for launch, renewals and seasonal moments, and review the numbers every month with whoever runs the front desk.
How much should a concierge practice spend on marketing?
Work from the members you need, not an industry percentage. Count your open spots, estimate what each channel costs per new member from your own results, and set a monthly ceiling you can stop at any time. Early on, put more into the website and events than into ads. Revisit the budget each quarter as you learn your real cost per member.
Which channels bring concierge members?
Start with people: existing patients, member referrals and relationships with specialists and hospital teams. Local search and a clear membership page turn that interest into inquiries, and events let prospects meet the doctor. Paid search on phrases like 'concierge doctor near me' can add inquiries once capacity and pages are ready. Track inquiries by source to learn what works for you.