Scarcity Marketing Explained: Application in healthcare.

What if you positioned your practice like Tim Hortons in the land of Dunkin’?

 

By Editor-in-Chief, Concierge Medicine Today/Host, The DocPreneur Leadership Podcast

 

So, I’m riding shotgun with my teenage son who some of you have met, Matthew, riding through Moose Jaw, Saskatchewan (yes, that’s a real place in Canada—not a children’s book or a lumberjack’s nickname). We’re up there visiting family when suddenly, Matthew blurts out:

“Hey Dad! Look—Tim Hortons!”
You’d think he’d spotted Bigfoot holding a maple donut.

 

Now, we live in the southeastern U.S.—where Tim Hortons isn’t exactly on every corner like it is up north (oddly enough though, they just opened one of two here in Suwanee, GA and Columbus, GA -- so lucky us!). Around here however, it’s all Dunkin’ Donuts, Krispy Kreme and Waffle House. But to us? Tim Hortons is like spotting a unicorn running a drive-thru window. Which is precisely the point!

 

This, my friends, is called 'scarcity marketing.'

 

Scarcity marketing is when something becomes more desirable simply because it’s rare, hard to get, or only available some of the time. Ever had Duck Donuts? Those of you who know, you know, right!?

 

It’s psychology. It’s strategy. It’s genius—and yet, most physicians and practice administrators in healthcare don’t use it.

 

Let’s bring it back to your work more specifically in concierge medicine.

 

Scarcity is sort of baked into the concierge medicine model isn't it? After all, most concierge doctors cap their patient panel. Their not located everywhere and heck, sometimes the doctor only takes on only 500 patients a year. You’re not walking into that kind of practice on a whim with your phone in one had and WebMD printout in the other.

 

But here’s where it gets tricky:
Post-COVID, patients discovered this magical thing called options. Telehealth exploded. Everyone became a semi-professional medical researcher on Instagram and TikTok. Suddenly, your patients didn’t need to be within 10 miles to “see” a doctor. And now that we’ve entered the golden age of medical TikToks and YouTube health webinar gurus, even your great aunt knows how to self-diagnose using AI.

 

The result? Patients are more informed, but not necessarily more connected.

 

That's where you and your concierge practice come in and have the advantage.

 

Sure, while accessibility is great, it’s created a weird paradox. The more available something is, the less valuable it feels. Just ask Blockbuster how that went.

 

On top of that, many low-cost primary care and "affordable" (think sub $99/pmpm) subscription-based practices still haven’t fully bounced back from their pre-pandemic rhythm. Why? Because “urgent care is just easier,” or so they’ve been told. It’s the fast-food equivalent of healthcare—convenient, but not memorable, right?

 

Even still today, some medical practices have dropped their prices in hopes of attracting more patients. But marketing by being “the cheapest” (oops, sorry, most affordable) often becomes a race to the bottom. Spoiler alert: there’s not a trophy at the bottom -- maybe just some warm fuzzies though!

 

One industry expert we interviewed and spoke to recently (eg. summer 2025) said "You can’t market “time,” “access,” or “care coordination” as part of your cash-based model. Those terms are legally sensitive under Medicare/OIG guidance and the Civil Monetary Penalties Law. What you can market — and what works — are routine exams and communications that are clearly defined and compliant.When structured properly, these can be part of a concierge-style offering without stepping over legal lines. And remember, most if not all of those published price versions of cash healthcare are not structuring their fees/services to allow for employer/tax-advantaged funding, and perhaps their lower prices are unintentionally reflecting that. Pre-tax and employer funding options allow for higher prices points, and can be used to provide versions of this care with 100% employer funding—that can enable more folks to benefit from this care model.” (Eischen; 2025)

Bottom line of what he's saying is: You don’t have to water down your value — just market it the right way. Stay away from vague “access” claims and focus on tangible, documentable services. His best advice, work with legal counsel specifically familiar with this space to keep your messaging clean and compliant. You can find a list of those resources at the 2025 Concierge Medicine Forum, October 16–18, 2025 in Atlanta, GA USA or in the Business Center Section of our web site found here.

 

So what does work? Connection. Community. Belonging.

 

Remember what the U.S. Surgeon General said not long ago? The fastest-growing health issue in America isn’t cancer or heart disease. It’s loneliness. Yep, good old-fashioned no-one-to-call-at-midnight loneliness. And get this—it’s reportedly as dangerous as smoking 15 cigarettes a day!

 

So now imagine you’re a concierge doctor, and instead of just offering same-day appointments, you’re offering connection. Patients want to feel like someone cares—like someone is on their team. And if your practice can deliver that? You’re not just healthcare. You’re a lifeline!

 

For example, that’s why medical practices leaning into longevity medicine are seeing a new kind of traction. Patients aren’t just looking for a quick fix. They want a partner for the long haul—someone who’s going to help them stay well into their 90s (with their original knees, preferably).

 

Here's another example. Scarcity marketing is not unlike Harley-Davidson.

 

Bear with me. I know we’ve moved from donuts to motorcycles, but stay with me for another minute.

 

Harley-Davidson isn’t just selling bikes. They’re selling identity, loyalty, and a tight-knit community. People literally tattoo the brand on their bodies. They created H.O.G. (Harley Owners Group) to foster community. Similar to what Concierge Medicine Today has done with its FOR Doctors message. It’s Harley’s way of saying, “You’re in the club. You belong.” And it works.

That’s scarcity marketing at its finest: “Not everyone gets to be a part of this. But you do!”

 

It's not exclusive though. There's a difference. Don't confuse the two which is often why concierge medicine gets the side eye in some circles.

 

Now ask yourself:
What if your medical practice operated with the same mindset?

• What if you positioned your practice like Tim Hortons in the land of Dunkin’?

• What if instead of chasing volume, you created value—and made people (i.e. patients!) work just a little to be part of something special and personal?

 

That’s the future of patient relationships, longevity and concierge medicine I think intersect.

 

And yes, we’ll be diving into this and more at our upcoming 2025 Concierge Medicine Forum, October 16–18, 2025 in Atlanta. It’s the Tim Hortons of medical conferences—rare, warm, slightly addictive, and worth the trip!

 

In the meantime, don’t just market with more noise.
Market with meaning.
Don’t aim to be everywhere.
Aim to matter somewhere.

 

So again I ask … What if you positioned your practice like Tim Hortons in the land of Dunkin’?

 

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