A strategic advisory program designed to help physicians decide whether, when, and how to pursue membership medicine before making irreversible commitments- supported by financial validation tools and decision frameworks.
© 2025 Wellthlinks. All rights reserved.
This introduction outlines how the roadmap is structured, how the six modules align with real-world physician decision points, and how to extract maximum value from the accompanying tools and frameworks.
The roadmap provides a structured overview of the core decisions involved in evaluating membership-based care, including assessing model fit, building a financial model, navigating compliance considerations, defining a service offering, approaching patient acquisition, and preparing for a disciplined launch. The content is intentionally designed for residents and early-career physicians who are exploring concierge, DPC, or hybrid practice models and want a clear, risk-aware decision framework.
Rather than emphasizing passive consumption, this roadmap is built around active use of the included templates, calculators, and decision matrices. The greatest value comes from applying these tools directly to your own practice considerations, allowing you to move from uncertainty to clarity with intention.
Your enrollment includes two private 30-minute strategy sessions designed to personalize your roadmap and validate your market-entry plan.
Strategic Foundation Session
Schedule this session before beginning the modules. This session is used to clarify your target market, determine your practice model direction, identify key market-entry risks, and establish your personalized module path.
Implementation Review Session
After completing the modules, you will schedule your second session to review your pricing and revenue model, validate your launch plan, and identify next execution priorities.
Scheduling links are provided on your confirmation page and within the final module.
A structured overview of all six modules and how they align with key physician decision points
How this physician-specific roadmap differs from generic business or entrepreneurship guidance
An overview of the financial and strategic tools included and how they are intended to be used
Guidance on how to approach the roadmap to maximize clarity, alignment, and practical value
The types of decisions and positioning clarity this roadmap is designed to support by the end
© 2025 Dana Y. Lujan, MBA. All rights reserved.
This material is proprietary and derived from original frameworks and published works by the author. No reproduction, distribution, or adaptation is permitted without express written consent.
Module Goal:
Help you make a clear, informed decision about whether concierge, DPC, or hybrid practice models align with your financial reality, career goals, and desired lifestyle before you invest time, money, or reputation.
This module replaces ideology and social media narratives with real-world tradeoffs, financial realities, and personal alignment.
The structural realities of traditional practice and why many physicians seek alternatives
The practical differences between concierge, DPC, hybrid, and subscription models
How income, workload, autonomy, and patient volume actually compare across models
How student loans, geography, and specialty impact feasibility
How to evaluate practice models through the lens of your values, not someone else’s success story
This is not about convincing you to choose membership medicine.
It is about helping you decide whether it makes sense for you and, if so, which model fits your constraints and priorities.
Practice Model Comparison Worksheet + Self-Assessment Quiz
A guided tool to help you:
Clarify your priorities
Compare models objectively
Identify misalignment early
Make a defensible, informed decision before moving forward
By the end of this module, you will know whether membership medicine is a strategic fit for your career and which direction warrants deeper planning.
© 2025 Dana Y. Lujan, MBA. All rights reserved.
This material is proprietary and derived from original frameworks and published works by the author. No reproduction, distribution, or adaptation is permitted without express written consent.
Module Goal: Turning Clinical Skill Into Business Reality
Translate your clinical expertise into a financially viable, structurally sound practice model by understanding the real costs, risks, and decisions behind launching a membership-based practice.
This module replaces vague estimates, online anecdotes, and “figure it out later” thinking with clear financial logic, entity decision-making, and launch-level planning.
Lesson 1: Startup Cost Reality Check (10 min)
Understand what it actually costs to launch a membership practice and how those costs vary based on your goals, timeline, and risk tolerance. You’ll compare lean launch scenarios ($25,000–$50,000) versus standard launches ($75,000–$150,000) and learn how to build a budget that reflects your reality, not someone else’s.
Lesson 2: Entity Structure & Legal Setup (12 min)
PLLC vs. PC vs. sole proprietorship, explained in plain language. Learn which structures protect you, when incorporation actually makes sense, and which registrations are truly required at launch versus later stages.
Lesson 3: Building Your Financial Model (15 min)
Move beyond guesses and gut instinct. You’ll calculate your break-even patient count, project revenue and expenses across your first 18 months, and determine how much capital you need to reach sustainability without panic decisions.
Lesson 4: Funding Your Practice (10 min)
Evaluate funding options including bootstrapping, personal capital, SBA loans, and partnerships. Learn the trade-offs of each approach and how to choose a funding strategy that aligns with your financial position and long-term goals.
Startup Cost Calculator (Excel)
Compare lean versus standard launch models and test assumptions.
18-Month Financial Projection Template (Excel)
Map your path to break-even and early profitability.
Entity Structure Decision Framework (Word)
Choose a legal structure based on risk, flexibility, and timing-not fear.
These are not generic templates. They are decision-support tools designed to help you evaluate trade-offs, reduce financial blind spots, and make defensible choices based on your market, capital access, and risk tolerance.
Total Duration: 47 minutes
By the end of this module, you will know your break-even patient count, your funding strategy, and the true cost of launching your practice-before you commit time, money, or reputation.
© 2025 Dana Y. Lujan, MBA. All rights reserved.
This material is proprietary and derived from original frameworks and published works by the author. No reproduction, distribution, or adaptation is permitted without express written consent.
Module Goal:
Equip you to make informed, defensible compliance decisions by understanding how Medicare status, payer contracts, and federal regulations actually intersect with membership-based practice models.
This module replaces fear, misinformation, and internet myths with structured decision frameworks so you can design a compliant practice without overcomplicating or overpaying.
Lesson 3.1: Medicare Decisions – PAR, Non-PAR, and Opt-Out
Learn how each Medicare status impacts your patient population, revenue model, and operational flexibility. This lesson walks through a decision framework for selecting the right status, timing considerations for switching, and state-specific nuances that materially affect your options.
Lesson 3.2: Understanding Payer Contracts
Identify the most common insurance contract traps, including all-payer clauses and restrictive termination provisions. You’ll learn how to evaluate key clauses, determine when insurance participation undermines your model, and understand how concierge or membership fees interact with insurance billing.
Lesson 3.3: HIPAA and Compliance Basics
Understand what compliance requirements are essential on day one versus what can be built over time. This lesson covers telehealth considerations, email and text communication compliance, and how to decide when it makes sense to DIY versus bringing in outside expertise.
Lesson 3.4: Stark Law and Anti-Kickback Considerations for Membership Practices
Learn how to assess referral relationships, ancillary services, and incentive structures through a Stark- and Anti-Kickback–informed lens. This lesson focuses on safe harbor principles, gray-area decision-making, and how to reduce regulatory risk without paralyzing your business.
This module is not legal advice and not a checklist of rules. It is a decision-support framework designed to help you recognize risk, ask the right questions, and structure your practice thoughtfully as you move forward.
Total Duration: Approximately 45 minutes
By the end of this module, you will understand how to approach Medicare decisions, insurance participation, and compliance requirements with clarity and confidence—without overengineering your practice or operating in fear.
© 2025 Dana Y. Lujan, MBA. All rights reserved.
This material is proprietary and derived from original frameworks and published works by the author. No reproduction, distribution, or adaptation is permitted without express written consent.
Module Goal:
Guide you in designing a membership offering that is financially sustainable, clearly differentiated, and compliant—without overbuilding, underpricing, or creating unnecessary legal risk.
This module replaces copy-and-paste service menus and internet pricing advice with structured decision frameworks so you can design an offering that fits your market, specialty, and boundaries.
Lesson 4.1: Pricing Your Membership
Learn how to set pricing that supports long-term sustainability rather than short-term comfort. This lesson walks through how to interpret market pricing, evaluate cost-based versus value-based approaches, account for geographic variation, and design tiered memberships without diluting your model. You’ll also learn how to project revenue by tier and apply a pricing decision framework that aligns economics with capacity.
Lesson 4.2: Building Your Service Menu
Design a service menu that protects your time, reinforces value, and supports compliance. You’ll learn how to decide what to include versus exclude, how to structure add-on services intentionally, how ancillary services interact with Stark considerations, and why your service menu functions as both a growth tool and a compliance safeguard.
Lesson 4.3: Compliance in Service Design
Understand the legal boundaries that shape what you can and cannot include in a membership offering. This lesson covers bundling versus unbundling services, medication dispensing considerations, ancillary service limitations, and when it becomes appropriate to consult a healthcare attorney rather than relying on assumptions.
This module includes a comprehensive patient communication resource designed to support clarity, consistency, and operational efficiency.
Included materials:
Sample welcome letters for three practice styles
Communication protocols and response-time expectations
Four proven same-day access models
Technology stack recommendations
“White-glove” experience elements that enhance value without driving burnout or excessive cost
This module is not about building the biggest service menu.
It is about designing the right one-one that supports your pricing, protects your capacity, aligns with compliance requirements, and sets clear expectations from day one.
Total Video Duration: Approximately 12 minutes
By the end of this module, you will have a clearly defined membership offering, defensible pricing logic, and a service design that balances patient experience, physician sustainability, and regulatory awareness.
© 2025 Dana Y. Lujan, MBA. All rights reserved.
This material is proprietary and derived from original frameworks and published works by the author. No reproduction, distribution, or adaptation is permitted without express written consent.
Module Goal:
Equip you with a decision-driven framework for selecting patient acquisition channels that align with your practice model, market realities, startup capital, and time constraints-before you spend a single dollar on marketing.
Most physicians lose money on patient acquisition because they follow generic tactics instead of understanding the economics and sequencing unique to membership-based medicine. This module replaces “do what worked for someone else” advice with clear financial logic, channel evaluation frameworks, and pattern recognition drawn from real-world outcomes.
This is not a list of marketing tactics.
You will not be told to “use LinkedIn,” “run ads,” or “start a referral program.”
Instead, you’ll learn how to:
Calculate the true lifetime value of a membership patient
Determine your maximum affordable acquisition cost
Evaluate payback periods across different channels
Match acquisition strategies to your budget, bandwidth, and market density
Avoid common growth mistakes that stall or sink early practices
You’ll also learn why strategies that succeed in dense urban markets often fail in suburban or rural settings—and how specialty, geography, and launch stage materially change what works.
Patient Acquisition Economics
Learn how to calculate lifetime value (LTV), customer acquisition cost (CAC) tolerance, break-even timelines, and conversion requirements—and how to use these numbers to guide growth decisions instead of guesswork.
Evaluating Acquisition Channels for Your Market
Understand the trade-offs between organic, paid, and referral-based channels. Learn how to assess high-touch versus low-touch strategies, local versus digital approaches, and warm network versus cold outreach based on your specific constraints.
Transitioning Without Burning Bridges
Navigate the legal, ethical, and strategic considerations of transitioning from employed practice. Learn how to manage timing, communication, and risk—especially in markets where reputation and relationships matter.
Designing Referral Systems That Make Economic Sense
Understand when referral programs actually work, when they create unnecessary complexity, and how to evaluate incentive structures within Stark Law constraints. Learn the differences between informal and structured referral models and how to choose appropriately.
Patient Acquisition Economics Calculator
Determines maximum affordable CAC, break-even timelines, and required conversion rates by channel.
Channel Selection Decision Matrix
Scores common acquisition channels against your budget, time availability, specialty, and market density.
Transition Decision Tree
Guides employment exit decisions while minimizing legal, ethical, and reputational risk.
Referral Program Design Assessment
Compares four compliant referral models with implementation complexity and risk considerations.
This module does not tell you what to do.
It gives you the frameworks to decide what makes sense for your practice—so your growth investments are intentional, defensible, and aligned with your long-term goals.
By the end of this module, you will know exactly where to focus your growth efforts, which channels to test first, and how to avoid wasting time or capital on strategies that don’t fit your economics or market.
© 2025 Dana Y. Lujan, MBA. All rights reserved.
This material is proprietary and derived from original frameworks and published works by the author. No reproduction, distribution, or adaptation is permitted without express written consent.
You've made your decisions. Now how do you actually launch without burning out, running out of money, or making predictable mistakes?
This module bridges strategic planning to tactical execution. You'll map YOUR critical path based on true dependencies (not generic checklists), allocate limited time and money strategically, design your first patient cohort as a learning opportunity, and monitor for the five failure modes that kill practices in year one.
The deliverables aren't generic timelines-they're decision frameworks customized to your service model, resource constraints, and risk tolerance. You'll know the earliest you can realistically launch, what's most likely to delay you, where to spend versus preserve cash, and exactly which metrics to monitor weekly to catch problems before they become crises.
By the end, you have your execution roadmap: dependency map, resource allocation plan, first cohort strategy, and practice health dashboard. This is how you launch successfully and sustainably, not just launch.
© 2025 Dana Y. Lujan, MBA. All rights reserved.
This material is proprietary and derived from original frameworks and published works by the author. No reproduction, distribution, or adaptation is permitted without express written consent.
Congratulations on completing the Physician Roadmap to Membership Medicine. You now have the frameworks, financial models, and compliance strategies to make an informed decision about your practice future.
Make sure you watch the video!