“To surprise and delight customers is to exceed their expectations, thereby enhancing their overall brand experience with spontaneous acts of kindness,” said Horst Schulz, former CEO of the Ritz Carlton. “I work in the luxury sector. There’s no absolute right or wrong; it’s fundamentally about focusing on a specific market. In my market, 30 years ago, luxury was defined by chandeliers, marble, and a bit of indulgence. Today, luxury means ‘do it my way.’ It involves an ongoing commitment to individual preferences. This trend is increasingly evident across all market segments, including affordable options—like a Red Roof Inn. Customers today want a personalized experience; this desire is universal in every business.”

By Editor, Concierge Medicine Today/Host, the Concierge Medicine Forum

Now, permit me to tell you a quick story.

Once upon a time in my college days, I spent a couple of hot southern summers working in the President’s Office of my beloved Tennessee alma mater. From day one to this very moment, one unforgettable chat on that plush carpet by the waiting area when you walk in those double doors—complete with a fridge (regularly stocked with O.J. and sodas, of course!)—drove home the golden rule and that ‘inclusivity and personal touch save all!’

From the first day I worked at the President’s Office and a wonderful woman named Lena told me that …

“Around here, no matter who comes in this office, they are a VIP. Whether they’re a lost student with ripped up jeans or our largest donor, we offer them something to drink and a seat at the table.” ~L.B., President’s Office, LU. 

I will always cherish the lessons I learned from Lena [and her incredible team!], Stephanie, Dr. C and of course Matt and Kevin! (who can forget Kevin! ) Even all these years and miles later, they occupy a special place in my heart, soul, and spirit. I am truly grateful for the wisdom they imparted, being able to check my AOL email  and feel fortunate to call them friends, despite all the years and distance that have come from the passing of time! PS. Thank you, Lena for helping me and so many others all those years ago!

That experience framed for me and emphasized the importance of treating everyone with the same respect, dignity and regard, irrespective of their status—a lesson in the golden rule that continues to shape my interactions across various workplace settings. When was the last time we were at a healthcare facility that acted in the same way?

To provide some context, I come from Canada, where our government and provincial healthcare services often cover most of our medical expenses. I want to state upfront that concierge medicine isn’t for everyone. Some might argue that it’s elitist and only accessible to the wealthy. However, based on my experience, I disagree with that misconception and the unhealthy mindset surrounding it.

In summary, while concierge medicine may not suit everyone, it can be life-changing for the right person. It’s truly beneficial for those who need someone in their corner—a supportive advocate in their healthcare journey. Concierge medicine is also ideal for individuals who haven’t seen a doctor in years and for those who urgently require a care coordinator who will listen and guide them toward better health.

“If you possess excellent communication skills, around the clock dedication and the desire to promote optimal health in pursuit of excellent medicine, then concierge medicine is for you. It’s the best career choice I’ve ever made.”
~R., T., PEDIATRIC CONCIERGE MEDICINE PHYSICIAN

“We have many physicians just outside the major metropolitan areas, including some in smaller, more rural towns. Concierge Medicine isn’t just for ‘big city’ folks that have a lot of disposable income. Patients all over the country are looking for the type of care a concierge physician offers – more time, individualized proactive care, and an alternative to the less personal, hurried, reactive care that physicians are being forced to provide.”

~J.R., INDUSTRY CONSULTANT, CONCIERGE MEDICINE FORUM WORKSHOP, 2019

“Can you honestly reply to the last online review from a former patient that commented about the patient experience and how they were treated at your low-cost, cash only subscription model practice – and that you’re putting the same emphasis on curating a uniquely different patient experience and sending your entire team to customer service training on the regular as much as the higher-priced competitor down the street? I hope so! But I think time will tell how well low-cost, cash only subscriptions in primary care will do in the years and decade or two ahead that compete solely on price vs. experience.” ~Editor-In-Chief, Concierge Medicine Today, Author, No More Waiting Rooms