Scaling Concierge Medicine: Adding Health Coaching to Scale

We’re in the middle of a major shift in how people approach their health. The wellness economy has passed $2 trillion, and U.S. consumers are now spending over $6,000 a year on wellness-related products and services—biohacking tools, supplements, peptides, you name it.

There’s no shortage of NAD+, methylene blue, and longevity protocols being promoted on social channels. But what’s missing is something far more foundational: a sensemaking layer. The average health consumer is drowning in data and advice—but has no one connecting the dots between what they’re tracking, what they’re taking, and what works for them.

At the same time, traditional healthcare still feels fragmented, transactional, and reactive. And that’s exactly why online concierge medicine is having a moment. It offers what consumers are craving: real relationships, personalized care, and proactive guidance.

But here’s the hard truth: most concierge practices aren’t ready to grow. Not because the demand isn’t there—it sure is. Direct-to-consumer care models are in their peak of opportunity window. However, because most practices lack the systems and strategy to scale without compromising what makes the model so powerful: trust and experience.

The Scaling Dilemma

Concierge medicine is built on ease of access, trust, and connecting the dots for members. It thrives when concierge doctors know their members deeply, follow their journey closely, and deliver care that feels thoughtful and whole. But that level of care doesn’t scale on spreadsheets and duct-taped software.

And yet, many still believe outdated myths:

• That concierge care is only for the ultra-wealthy (average fee? $180/month).
• That it’s just for primary care (specialists and health systems are building hybrid models too).
• That patients won’t pay out-of-pocket (wellness spending proves otherwise, every day).

If you’re still relying on disconnected tools, manual follow-ups, or one-size-fits-all workflows, you’ll hit a ceiling—fast. This moment calls for new thinking and new infrastructure.

The 4 Ps Framework for Scaling Concierge Medicine Smarter

In our recent Scaling Concierge Medicine webinar hosted by Heads Up Health, we explored a framework that emerged from real-world experience: the Four Ps. It’s a simple but powerful way to design growth in your practice.

1. Partnerships

Don’t go it alone. Partner with labs, concierge medicine software, platforms, coaches, and other providers to expand your service offering without overextending your team. The modern health consumer expects a digitally native, well-orchestrated experience. Your concierge medicine software needs to reflect that level of ease, and intuitive experience, and have everything in one place.  

2. Platforms

Centralize the patient experience. Use systems that consolidate lab data, wearables, biometrics, and lifestyle inputs. Heads Up Health, for example, brings all of that into one dashboard. Profi consolidates onboarding, program delivery, member billing and engagement, and education—giving patients a sense that their provider sees the whole picture and knows exactly what’s going on.

3. Programs

Patients don’t want more appointments. They want outcomes. Structure your services into clear, trackable programs—metabolic optimization, sleep, longevity, whatever your niche. It creates recurring revenue, but more importantly, it gives your members a sense of momentum.

4. Processes

Everything that can be systematized—should be. From onboarding and education to check-ins and follow-ups, tight processes mean fewer things falling through the cracks. That gives your team more space to do what tech can’t: build trust, hold space, and listen.

The Underrated Growth Engine: Health Coaches

One of the most impactful ideas we discussed in the session is the strategic use of health coaches. Coaches aren’t just wellness cheerleaders. They’re educators, interpreters of complex data, and accountability partners who keep your patients engaged between visits.

When supported by smart systems, coaches become a scalable extension of the provider’s care. They improve retention, reduce burnout, and close the gap between intention and behavior. They help patients take action and stick to it, building out habits.

Your Tech Stack Isn’t a Tool. It’s Your Operating System.

Most practices treat tech as an afterthought—or worse, as a status quo. But if you’re serious about scaling, your member experience platform is your OS, concierge management software.

You need a system that integrates:

• CRM and scheduling
• Billing and payments
• Program delivery and management
• Communications and education
• Engagement data and progress tracking

If you’re using five or six disconnected platforms—and manually patching things together—you’re already behind. You’re leaking time, energy, and trust.

The Questions Every Operator Should Be Asking

If you’re leading an online concierge medicine practice (or building one), take a hard look at your model:

• Are we up to date with our member experience, or perceived as an outdated service?
• Can we scale without diluting care quality?
• Are our workflows consistent across patients and team members?
• Does our tech make care delivery smoother—or more complicated?
• Are we selling value and results—or just visits?

If the answers aren’t clear, that’s your next frontier.

The Future of Concierge Medicine Is Hybrid

The most successful healthcare concierge service of today and tomorrow will blend different types of human care, automation, and real-time data. As Susan Greely puts it: “Connecting the providers, coaches, members, and programs in one centralized system”.

They’ll use dashboards to personalize interventions. They’ll engage coaches to deliver consistent support and habit-building. They’ll package and modify programs around real outcomes. And they’ll build member experience that scales the care and its impact. 

Because in today’s market, data and trust are king and queen.

And you can’t scale either—without systems that work.

By Alina Trigubenko, Eryn Knight, and Susan Greeley