The Full Panel Foundation
The Full Panel Foundation is a free, self-paced framework that helps concierge and DPC physicians build the three things that make every marketing tactic work: a clear patient profile, a differentiated message, and a 90-day action plan.
You launched the practice. You built the website. Maybe you posted on social media, asked for referrals, introduced yourself at a few events.
And your panel is growing... just not quickly enough.
Here's what most membership-based physicians figure out too late: marketing tactics don't work without a foundation. The reason the website isn't converting, the referrals aren't sticking, and the social posts aren't landing isn't because you picked the wrong channel.
It's because the message underneath all of it isn't clear enough to make the right patient stop and think: this is exactly what I've been looking for.
That's what this course helps you nail down.
I realized that a lot of what I'd been using to differentiate my practice was actually pretty generic. This program pushed me to drill down and figure out what genuinely makes my practice unique.
Mark Hilmy, MD
Hilmy Health, WA
What You'll Get
Most physicians describe their ideal patient in demographic terms - age, income, insurance status. That's a good start, but it's not enough. In this lesson you'll build a full psychographic profile of the patient your practice is already designed to serve at its best: what they want, what they fear, what they've already tried, and why your model is the answer they've been looking for.
Deliverable
Your Ideal Patient Profile
With so many options when it comes to their healthcare, what makes you the right answer for your patient? This lesson walks you through building your differentiation statement - the "only" statement that becomes the foundation for your website copy, your referral conversations, and every piece of marketing you'll ever write.
Deliverable
Your Differentiation Statement
Now that you have your ideal patient and messaging, this lesson snapshots your current marketing reality across five dimensions - website, referral relationships, online presence, word of mouth, and community visibility - and produces a prioritized list of what to fix first, what to do second, and what to ignore for now.
Deliverable
Your 90-Day Action Plan
Who This Is For
This is not for you if you're looking for a social media strategy, an ad campaign, or a quick fix.
This is foundational work that takes insight from you to make a difference.
Picturing exactly who my ideal patient is and speaking directly to them the moment they land on my website was my biggest "Aha!" moment. Now I know how to show up in the spaces where those patients already are.
Jessica DeVault FNP-C
Elim DPC, IA
Why It's Worth Your Time
Every lesson includes a short video walkthrough and a fillable worksheet. You don't just learn the framework - you build your own version of it, for your specific practice, by the time you finish.
Most marketing resources for physicians are built for volume practices. This is built for membership-based practices, where the economics are different, the patient relationship is different, and the message has to do more work.
About Carey
I'm Carey Brandenburg. I work with concierge and DPC physicians as a fractional Chief Marketing Officer - the strategy and growth person for physician-owned practices that don't need a full-time marketing hire.
I've spent twenty years in broadcast journalism, growth marketing, and physician-facing go-to-market strategy. Different work, but the same job every time: take something complicated and make it land clearly for the right audience. That's the problem your practice has when the patients you built it for can't tell what makes you different.
I'm not a physician. I won't pretend I understand what it took to build what you're building. What I do understand is how patients decide, what makes a practice visible to the right ones, and what's missing in membership-based practices that are struggling to fill a panel.
What is the one thing you offer that nobody else does? I loved thinking about that. Crafting my only statement using the Full Panel Foundation outline has had meaningful impact on how I market and talk about my practice.
Concierge Physician
CT
Completely free, no credit card needed.
FAQ
It's really free. I work as a fractional Chief Marketing Officer for concierge and DPC practices, and this course is how most of those physicians first find me. Some people go through it, build the three deliverables, and walk away with all the clarity they needed to move forward on their own. Some finish the course and realize they want help executing their strategy, and we have a conversation. There's no pressure, either way.
Each lesson consists of a short video and a worksheet. Expect each lesson to take 30-45 minutes, depending on how much time you spend thinking through the worksheets. You can do it all at once, or spread out over a few days or weeks.
No. You didn't go to med school to become a marketer. This course does not teach you to run ads, write posts, or manage a funnel. It helps you answer three questions about your own practice that you're the only person qualified to answer. What you do with those answers is a separate decision.
Not at all. The Full Panel Foundation is for anyone wanting to grow their practice, whether it's filling your panel or adding another location or physician. Being open for several years means you have real patient data to build the profile from, which is an advantage over a de novo practice guessing at it.
Yes. I use membership-based practice as the umbrella term throughout. The positioning work is identical whether you're charging $100 a month or $1000 a month. The differences between the models show up in pricing and panel math, not in figuring out who you're for.
Nope! Lesson three audits what exists, and having less to audit means fewer things to unwind. If you're pre-launch, the 90-day plan becomes your build order instead of a fix list.
It'll ask you to get specific about who your practice is built for. That's not the same as refusing anyone. Specificity is about recognition, not exclusion. When the right patient reads your website and thinks 'that's exactly what I've been looking for,' that's this working.
You'll get a couple of emails from me over the following weeks with prompts to pressure-test what you built. If you want to talk about what comes next, there's a link to book time. If not, you can unsubscribe and keep the worksheets.