The Business Question: 

A healthcare client has experienced an evolving healthcare landscape and a rising demand for personalized care. They came to us with the question: How can we expand our Concierge Medicine program to meet this demand? 

Our client needed to understand: 

• What do consumers consider a part of Concierge Medicine Services vs. regular healthcare? 
• Which features are most attractive in Concierge Medicine Services? 
• Are there different patient types that warrant different tiers of care and pricing?  
• How much is Concierge Medicine worth to our target audience?
  

The Approach:

MDRG conducted a quantitative research study employing MaxDiff and Van Westendorp exercises to understand what healthcare patients thought about paying out of pocket for Concierge Medicine and what services would make them most likely to join the program.

The target for the survey was consumers in the client’s footprint with high income and at least some interest in Concierge Medicine.

The Methodology:

What do consumers consider a part of Concierge Medicine services vs. regular healthcare?

The research determined which features consumers expect to be covered by their health insurance, and which would be more in line with a Concierge Medicine plan.

Starting with a list of services ranging from traditional healthcare services all the way to luxury spa treatments, MDRG developed a branching questionnaire to determine which services consumers:  

• Want but aren’t covered by standard health insurance; therefore, they don’t use
• Want but don’t have access to  
• Use and pay for out-of-pocket 
• Uses that are covered by a standard health plan

Which features are most attractive in Concierge Medicine services?

MDRG had consumers participate in a MaxDiff exercise to prioritize the list of potential features for a Concierge Medicine plan. The MaxDiff methodology enables clear prioritization based on relative importance rather than simple preference ratings.

This identified a concrete list of features a Concierge Medicine plan should include to be successful.

Are there different patient types that warrant different tiers of care and pricing?

Through this research, MDRG segmented three distinct groups of patients based on their level of involvement in healthcare and willingness to pay for additional services.

These groups represent a way our client could more tangibly target their consumers with a tailored offering to increase their likelihood of success.

Finally, a Van Westendorp exercise was conducted to estimate the price consumers would accept for three tiers of Concierge Medicine.

The Van Westendorp pricing exercise is an effective tool to identify both the optimal price and the optimal price range for the Concierge Medicine products based on consumer feedback—all while being simple and inexpensive to implement.  

MDRG used this method to estimate broad price ranges for the three tiers so that the client’s product team could develop revenue models for each plan.

What Did We Deliver?

Through extensive profiling, MDRG recommended the features and cost ranges for Concierge Medicine products aimed at three different tiers of consumers. 

With these insights, the client can now refine and expand their Concierge Medicine program with confidence—aligning features to what patients value most, tailoring tiered offerings to distinct patient segments, and setting pricing that reflects perceived value. 

Ultimately, the findings empower the client to design a patient-centered program that meets growing demand for personalized care while driving sustainable growth.