The most successful concierge and longevity practices don’t win because they have marble lobbies or kombucha taps. They win because they make patients feel remembered, cared for, and respected.
Look at the most admired practices in the field: practices like Fountain Life, Private Medical and Biograph. These clinics aren’t just delivering excellent care; they’re delivering an experience.
Biograph New York City
One of the biggest growing pains in transitioning to concierge or membership models is learning to blend two worlds within that patient experience: therapeutic alliance and white-glove service. Patients now expect both. Clinical excellence alone is no longer enough. The experience itself is part of the value they (rightly) believe their membership fee covers.
In fact, recent research shows that most patients value the humanistic qualities of their physicians and shared-decision making as much as anything else.
One physician we spoke with put it this way:
And here’s the key: you don’t need a multimillion-dollar buildout to deliver this. Even fully virtual practices can borrow the principles of hospitality and create an experience that feels seamless, anticipatory, and deeply human.
Applying Hospitality at Your Practice
When labs, supplements, and protocols are increasingly commoditized, how you make people feel becomes your edge.
Borrowing from hospitality doesn’t mean scented candles or concierge desks. It means applying principles like:
Anticipatory service: Like a hotel that knows your pillow preference, your clinic recalls context before the patient repeats it.
Personalization: That means tailoring recommendations to a patient’s goals, values, and beliefs, not just their biomarkers.
Trust through consistency: Every touchpoint (from booking to follow-up) feels thoughtful and human.
None of these require big budgets. They simply require intention and consistency.
5 Small Hospitality Shifts Any Clinic Can Make
If you like the idea of applying hospitality but aren’t sure where to start, here are five bite-sized options:
Spotlight their name: Greet patients by name in every interaction (email, portal, front desk).
Proactively support their health journey: Patients should never wonder “how do I book?” or “am I due for a follow-up?” Send a nudge before labs are due, for example, instead of waiting for patients to ask.
Check in on the small things: Send quick texts or follow-ups to measure patient experience, not just outcomes. (“How’s the new supplement working?”)
Respect their time: Start visits on time, or let patients know if you’re running behind.
Remember the details: Track one personal detail (a child’s graduation, a new job) and mention it at the next visit.
This can feel like a lot to incorporate, then manage, especially as your practice grows. With tools like Vibrant, you can tap AI to stay on top of personal touches—seamlessly and sweat-free.
✴️ Your Next Step: Audit your patient journey, whether in-person, virtual, or both. Ask: Where is the friction? Where could I surprise or delight someone with something small?
The Takeaway
Hospitality is the new differentiator. Not the artwork, not the couches—the care.
Patients don’t just remember what you prescribed. They remember how you made them feel in the process. That’s what keeps them engaged in their health journey, and loyal to your practice.
Functional, integrative and longevity medicine is about knowing the person sitting across from you, hearing their story, and leveraging that insight to make intentional choices about their health.
Embedding hospitality may be a pathway toward that kind of medicine—and an approach that’s not only sustainable, but also deeply fulfilling. The kind of care we aspire to give, and the kind patients have been searching for.
The question now is whether this evolution will finally ease the pressures of burnout, or simply reshape them for a new era of care.
How I AI with Dr. Brian Hollett
This week’s How I AI spotlights Dr. Brian Hollett, Chief Medical Officer of SHIFT in Chicago. Brian runs a thriving concierge practice and is known for being relentlessly forward-thinking. From his early days in the medical field, he’s been on the leading edge—he scored top marks on the Family Medicine national board examinations and was Chief Resident at Presence Resurrection Medical Center. At SHIFT, he leads a multidisciplinary team in redefining healthcare.
When it comes to using AI, he frames his approach around a simple question: How can I use AI to perform at a higher level as a physician?
For him, the answer falls into three buckets:
Combating the blank page: Whether brainstorming for clinical differentials or scanning a new topic in concierge medicine, Brian uses AI to expand possibilities. When caring for traveling patients, for example, he’ll query ChatGPT for quick market research like mapping concierge practices in a region.
Proofreading and style-shifting: Like many physician-entrepreneurs, Brian writes a lot: emails, content for patients, posts. He drafts in his own voice, then runs it through an LLM for clarity and conciseness. Sometimes, he even prompts AI to mimic the style of author James Clear for sharp, habit-focused phrasing. The result: polished content that’s fast to produce and resonates more deeply with patients.
Personalized content creation: Instead of rebuilding plans from scratch, Brian uses AI to adapt existing templates. He might tap AI to revise a workout plan to accommodate a patient’s rotator cuff rehab, for example, or to tweak a nutrition strategy to avoid intolerances. AI drafts the revisions; Brian and his team refine. This saves time and lets his staff—trainers, nutritionists, physicians—focus on fit and follow-through rather than repetitive rebuilding.
His philosophy:
📙 Your Homework: Identify one area where you’re repeating work, like rewriting plans or sending follow-ups. Instead of starting from scratch, use AI to adapt what you’ve already built. Refinement is faster than reinvention.
Want to go deeper? Looking for a solution where you have this capacity inside your EHR and don’t have to copy/paste context about your patients? Book a call with our team at Vibrant to learn if our platform might be a great fit for your practice.Book a call
This Week in Clinical AI
A new AI model predicts more than 1,000 diseases decades in advance: Delphi-2M, a large language of health model, analyzes patient health records to identify subtle patterns and risk factors. The result? Prediction of more than 1,000 diseases 20 years ahead of time. This new AI model could empower clinicians to create highly personalized long-range preventative strategies, supporting better outcomes in functional and longevity medicine
An AI tool helps manage chronic disease in China's large and aging population: XingShi, a new AI solution, is showing major success in chronic disease management across large populations. The tool’s impact is sparking international conversation about risk prediction, care coordination, and future standards for global health systems.
The AMA endorses AI use to "heal the system, not replace doctors": The AMA is calling for AI to augment—not replace—physicians, spotlighting new principles for clinical safety, transparency, and workflow optimization. With 66% of clinicians actively using AI—up from 38% in 2023—the emphasis is on supporting doctors and improving patient trust, not automation for its own sake.
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