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A new primary care physician moved into the area and approached your
hospital to partner with her as she begins a new practice in the
community. Because the administration is always anxious to welcome new
practitioners to the hospital, you agree to meet with the physician.
During the meeting, the physician explains that she wants to establish
the first concierge medical practice in the community. The physician
plans to attract around 100 families to her practice, and she plans to
charge from $300 to $1,000 per month, depending on the size of the
family unit. (Note: A goal of 100 families may not be realistic;
however, the number makes for easier calculations). The patients who
join the concierge practice will receive access to the physician’s
services 24 hours a day, 7 days a week, at an office located near the
hospital. Families will receive preventive care services, and the
physician will design wellness programs to encourage healthy lifestyles
for her patients. The physician will use the hospital for all emergent
care, day surgeries, rehabilitation, and in-patient care. The physician
also plans to use nutritionists and the hospital’s fitness center
facilities.In this case study.Discuss some of the goods or services that could be highlighted in a
marketing campaign that involves a concierge practice of medicine.What advantages do you think a concierge practice of medicine might
contribute to the hospital’s offerings of products to the community?Discuss some of the issues and challenges that may arise from the hospital sponsoring a concierge practice of medicine.Resources:Goldman, D. P., Vaiana, M., & Romley, J. A. (2010). The emerging
importance of patient amenities in hospital care. The New England
Journal of Medicine, 363(23). Doi: 10.1056/NEJMp1009501. (ProQuest ID:
816191638).Majette, G. R. (2009). From concierge medicine to patient-centered
medical homes: International lessons & the search for a better way
to deliver primary health care in the U.S. American Journal of Law and
Medicine 35(4), 585–619.Paton, N. E. (2010). A new marketing playbook. Marketing Health Services, 30(2), 8–9.To support your work, use your course and textbook readings and also
use the South University Online Library. As in all assignments, cite
your sources in your work and provide references for the citations in
APA format.

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