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Writer's pictureMaryal Concepcion

The Micropractice Mama - Dr. Sonia Singh

Updated: 7 days ago

Direct Primary Care Doctor



Dr. Singh in headshot
Dr. Sonia Singh Photo Cred: Aly Matei Photography

In this episode of "My DPC Story," Dr. Maryal Concepcion, our dedicated host, delves into the world of Direct Primary Care (DPC) with special guest Dr. Sonia Singh. Dr. Singh, an internist and founder of Juniper Modern Primary Care, recounts her transformative journey from traditional healthcare to establishing her own DPC practice. This blog post captures the essence of their conversation, exploring Dr. Singh’s motivations, strategies, and the unique aspects of her DPC model.


Crafting a Vision and Carving a Niche: The Beginnings of Juniper Modern Primary Care


When Dr. Sonia Singh began her clinic, she bore a simple aspiration: to practice good medicine. Without a clear business vision initially, she soon realized the importance of targeting her services to meet specific patient needs. Early on, Dr. Singh hired a brand designer to refine her vision, eventually focusing on busy women, particularly mothers aged 20-50. This demographic shaped the foundation of her clinic, from its aesthetic design to its operational framework.




A Micro Practice Model for Personal Fulfillment

Dr. Singh chose a micro practice model over a larger setup with multiple staff. This decision harmonized with her preference for minimal management burdens and her commitment to a low-volume, high-quality patient experience. Leveraging technology to streamline operations, Dr. Singh ensures her clinic remains efficient and largely paperless. This model enables her to maintain autonomy and ensures highly personalized patient care.


Design Matters: From Waiting Room to Exam Room

Juniper Modern Primary Care embodies a welcoming and convenient environment tailored to its patient demographic. The clinic, designed to feel like a chic apartment, provides a homely atmosphere that eases patient anxiety. The waiting room, styled like a living room and adorned with local art, sets the tone for a warm and inviting experience.


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Starting Small and Scaling Thoughtfully

Initially, Dr. Singh operated out of a single rented room with minimal equipment, gradually saving to lease and renovate a more permanent space under 600 square feet. Thoughtful design elements, such as glass doors that allow natural light and offer an inviting hallway view, enhance the overall patient experience.


Strategic and Authentic Branding

Dr. Singh underscores the importance of a clear vision and strategic branding. Her approach revolves around visualizing specific patients from her previous practice to guide content creation and social media strategy. Consistency and authenticity remain paramount across all platforms, ensuring that her messaging resonates with her target audience.


Overcoming Initial Branding Hurdles

Faced with initial branding challenges, Dr. Singh worked with a local woman-owned business to craft a brand that accurately reflects the mature and sophisticated image she envisioned. This process involved significant adjustments but ultimately resulted in a brand that aligns with her clinic’s ethos and appeals to her intended demographic.


Establishing a Fair and Sustainable Pricing Model

Dr. Singh’s pricing model, a common topic of scrutiny, reflects the significant time investment she dedicates to each patient. Initially set at $100-$150 per month, her rates have evolved to $200 per month with the enhancement of office facilities. The pricing strategy considers local service costs, ensuring it remains competitive yet sustainable. Existing patients retained their original rates, while new patients encountered the revised pricing.


The Value of Concierge-Style Care

Her concierge-style practice, marked by high accessibility and comprehensive initial patient interactions, justifies the pricing. This approach enables Dr. Singh to provide exceptional care, fostering an environment where patient relationships thrive.


Recognizing the Need for Change

2020 marked a turning point for Dr. Singh, catalyzed by the pandemic and her entry into motherhood. Confronted with a demanding healthcare system and personal challenges as a new mother, she reevaluated her professional path. The discovery of DPC through online communities offered a beacon of hope, showing her a feasible alternative to traditional practice.


Embracing Work-Life Balance

Choosing a DPC model allowed Dr. Singh to achieve a sustainable work-life balance, aligning her professional values with personal fulfillment. Her clinic’s proximity to home offers convenience and flexibility, enabling her to integrate parenting with her practice seamlessly.


Dr. Sonia Singh’s journey illustrates the potential of DPC to transform healthcare practice by providing autonomy, enhancing patient care, and ensuring physician well-being. For those contemplating their own DPC journey, Dr. Singh’s story stands as a testament to the power of aligning professional endeavors with personal values.


For more insights or to continue following Dr. Singh’s story, listeners are encouraged to join the podcast’s Patreon community and visit mydpcstory.com.


 

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