In this example of California concierge medicine, Dr Croke of Palo Alto Medical Foundation charges $500 a month concierge fee for his brand of healthcare. What is interesting to me as a consultant is the myriad packaged-up amenities-based services are sold to consumers at all price ranges, at all age groups. The key is having a marketable product for which consumers are willing to pay money based on their personal perception of value.

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