Building a $15,000,000 Business for a Doctor in 32 Minutes | Scale or Fail Episode 4
In a Nutshell
Dr. Zad Oasi’s concierge medicine practice grew from $1.8 M to $3 M revenue in 18 months, but marketing remains the bottleneck. Alex Rosie’s 32-minute plan replaces agency ads with three referral engines—quarterly $20 K service giveaways, the “bring-a-friend” BAM-FAM treatment offer, and weekly high-net-worth events that scan 100 prospects and close 25 new $10 K memberships—projecting $4 M+ by year-end. The doctor commits to 10 events in the next 90 days and a 90-day patient check-in to trigger referrals, shifting from passive word-of-mouth to a scalable, event-driven growth engine.
These notes were generated by AI and may contain inaccuracies.
This is Dr. Z and he's competing for a chance to win $100,000 in this golden ticket which gives him access to an entire year of guidance from Alex Rosie and the team behind my $250 million per year portfolio. The next hour with Alex will decide if Dr. Z will scale or fail. If chosen to scale, he'll move on to the finale for a chance to win the grand prize.
Dr. Zad Oasi, MD owns Precision Health Concierge Medicine. The business was in business for 18 years before he purchased it. He's owned it for the past 18 months. When purchased, revenue was around $1.8 million. They've grown it to $3 million in the last 12 months with profit of $600K excluding his comp. Last year his compensation was about $300K and this year it'll be a little bit more than that. The three-year revenue goal is $15 million.
Most customers come through word of mouth, but over the past four months it's switched to SEO. Originally, they had a rough first year with issues with the seller and marketing. Marketing was the big bottleneck. They interviewed five agencies and hired one, spending $50,000 with no progress before firing them. Dr. Z did the website himself. The SEO on the back end was trash. When they found somebody to fix it, the SEO converted really well.
The main thing stopping scaling is the marketing piece. They're just not that good at it. The landscape is changing pretty quickly and if not done correctly, it can fall apart quickly. The technology aspect has improved rapidly since they started. If not done properly, every practice that doesn't do well could cost months to a year when they're small and competitors will eat them up.
Alex notes that people are going to keep getting sick for a long time. Healthcare is a solid bet because there's a high-end component servicing people who have money. Generic healthcare will change with AI, but people will always be willing to pay more for premium services.
The real reason Dr. Z wanted input from Alex was because he did one of the scaling workshops and within 6 months of identifying weaknesses, they've already accomplished a lot. There are three real things to cover.
Currently getting word of mouth, but need to lubricate or facilitate it. They did two open houses. One open house offered members a $500 credit for both the member and new signup, plus raffles and free stuff to introduce aesthetics.
Alex recommends giving away a year of service as the grand prize rather than $500 credits. The goal is to make referral social capital positive rather than neutral. The $500 probably makes no difference to existing customers who would refer anyway. Better to offer actual treatment like body optimization, six-month supplement, or both getting treatment when referring a friend.
The shtick should be a $1,000-$2,000 type ticket, but actual cost is way less. This gives a much better reason to come in. It's only for referrals, not ads, so not random people off the street.
Alex suggests a gym-style "bring a plus one" approach. If you have a 5K membership, you get five times a $2,000 or $1,000 one-off treatment to give to friends and have them come in with you. This allows asking about referrals at every touch point.
At the immediate close, mention that many people like to do treatments together because it's fun. As a member, they'll be able to bring a friend at each of four instances. Whenever they book, ask what friend they want to bring.
The wow moment varies for everybody. The average 50-year-old guy who thinks he's perfectly healthy comes back in four or five months saying he hasn't felt this good in years because he didn't know he was feeling like crap. The 80-year-old patient who lost muscle mass and could barely walk now has independence back after treatments.
Older demographic starts at 60 days, then 90 days, then optimizes and extends. Younger people do labs, V2 max testing, nutritional analysis, then 30 days later have a 1-hour appointment with the doctor.
Alex identifies that universally people will feel much better at day 90, making it a good spot for referrals. They've already solidified on implementing the 90-day checkpoint.
They have a newsletter but are very low pressure with no calls to action. Dr. Z now feels the product is so good that more people should know about it and they're not afraid to ask. Alex recommends adding a simple PS at the end: "This quarter we're running a giveaway where you win a year of our premium VIP service from any of your friends and family. Anybody who enters automatically gets that no matter what."
Giveaways allow telling everybody what the prize is with no sticker shock. When one person wins the $20K prize, everybody else can choose the 5K or 10K options. Doing the drawing once a quarter to the list will generate significant business.
The referral engines need a referral offer with the BAM FAM approach. Every time they have a treatment, patients get five of these treatments where they can bring somebody else. The question becomes "who do you want to bring with you?" rather than asking for referrals. People who do healthy things together are five times more successful. This is evidence-backed. They often get family members this way - wife signs up and gets husband, or vice versa.
The marketing person handles all calls with a script about the office, then finds a 15-minute slot on the physician schedule. There's a phone call first with the marketing person. Then they come in person or Zoom, with about 10% coming in person. The Zoom is with the marketing person and doctor.
After the Zoom, they either sign up or don't. If they want more discovery, they'll do a walk around with the marketing person and then decide. The reason they want to speak with the physician is to understand what they'll do since it's different from most other physicians and to build confidence.
After that, they come in person for onboarding. They get instructions for fasting labs based on the first call analysis. Labs are done on site. Then they have an in-person meeting with the physician 30 days later.
Alex notes this is a warm process, not cold. Someone getting on the phone and going from 15 minutes to $10K a year likely knows something about them already. Close rates are fine for the current style, but wouldn't work for meta or search ads.
Rather than ads-based, Alex recommends event-based marketing strategy. They did one event that was lackluster in ability to do the main thing that mattered. They could have spent $10,000 and made 400 instead of 70. The question is whether anything prevents doing one event per week. Sarasota has health, wealth, or business-related events every week, probably more.
The primary paid strategy would be bringing the big machine and doing the expensive scan normally $500, but realistically $150. There's another machine they're going to buy that people drive across the state for, paying $500-$1,000. It's done every six months once on treatment to analyze.
Alex recommends a giveaway at events of a year of scans, called "a year of digital health" or "a year of integrated health." The same big idea of giveaway applies. Marketing requires being willing to give things away and know the math. The first time, fear of giving one client away exists, but getting 475 patients makes no difference. Giving away the $20K thing generates talk about it to everybody.
People watch a VSSL while getting scanned and set an appointment for later that day to close. There's a 20-minute scan duration where they can watch something. The approach is scan plus VSSL at the same time, then close meetings right afterwards. If it feels too fast, set the next appointment and add VSSL in between.
V1 test is scan plus VSSL straight to close. V2 is scan plus VSSL, then appointment as next meeting, then VSSL before the appointment, then close. It's still two appointments, just scheduled differently.
The strategy is doing one event per week. Every practice will have events with high net worth older individuals attending. Could go to a cigar event since people who like cigars still want to be healthy. Could bring in breathing exercises.
The even more scalable version is a one-day full health thing including the scan and maybe one other thing baked into the ticket. Could be a half day like diabetic dinners. Then meet in person to close. Lead generation is basically ads going to the one-day workshop. Charge $99 to get some riff raff and have a card on file making closes easier. Between the workshop and close, they watch a VSSL.
The big picture includes the attraction offer as a giveaway for referrals and the BAM FAM approach. Every meeting asks who they want to bring as a main benefit. The sales process works as is since they'll be warm anyway. The newsletter adds the PS and 90-day checkpoint. The majority of work comes from asking who they're bringing with them at every meeting. Can't bring the same person twice, but can bring anyone wanted since marginal cost is nothing. Converting a third doesn't matter.
The big thing on demand generation is how many events can be done. The challenge is doing one a week. A 300-person event could get scans on a third of people there, getting 100 scans. Converting 25% of people who get scans equals 25 sales, which is two and a half million in event LTV.
People running this model are printing right now with insane numbers. Health professionals tend to be unsophisticated business owners. There's a curse of being a physician where because they started trading time, there's a tendency to think in small numbers. Not many physicians scale their practices. There's a trap of making a lot of money but not enough to be comfortable - golden handcuffs. Physicians tend to be risk-averse. The $55,000 spent was just cost of doing business. Betting on a $10,000 event that might make a million bucks is the game.
All we got to do is find one event and then after we have that one event, we just know from every year here going forward, you're now in our permanent event calendar. And so the goal is we just get we try out event try out event and then it's like every other every third becomes a a humdinger and you're like great this is permanently in the calendar and every year we reach back out say hey let's be a platinum sponsor whatever and then that becomes the marketing cadence and then you're going to hit capacity really fast. That would be the game that I would play. I agree. feel good. Great. Any questions about that? No, it's uh I like I like this idea because um it's it's kind of the way we were going, but um this is a better way to do it, right? So, yeah, that's what I would do to scale this thing. Thank you. Appreciate it. Yeah. Easy.
Let's look at the scaling road map. Let's see. Let's see where the the practice is at right now. You're doing 3 million, right? How many people work at the practice right now? 16. 16. Okay. So, you're you're going to be in this phase into this phase. So, the productized to optimize phase. So, 10 to 19. You're in like kind of the director. I don't know what your your title is, but it's probably medical director or something like that. Or is it CEO? I'm the CEO. That's right. Chief, Lord, Lord of Lords. Lord Aie. I kind of don't have um a true title right now. Basically, the other founding partner, he is he's the medical director. Um, so I'm kind of in this weird phase where I'm almost still part of the business, but I'm not. And so I'm trying to figure out what that, you know, role actually is, but essentially my goal is to try to help grow the business.
Cool. So if we're looking at this, this is where you're at to graduate into the next level. So I'll just walk through this really quickly. Um, but right now you're in the process of having this kind of supplementation and the aesthetics angle. And so like that's what you're building into increase LTP right now, right? That's thing one from the um spending more niche down messaging with new offer. So for us, the new offer is going to be that giveaway. Mhm. Right. Um and that's that's basically the play here. Now the sales ads material, you're in process for the VSSL, right? And basically building out this sales motion that sorry, the sales motion um that we just went over. That's kind of like what we need to go what we need to do to graduate from here. And then the the the CS playbook, the onboarding is this bam bam referral process where it's like, okay, bring a friend every single time. And that's the that's the game that we're going to do to increase LTV on the back end.
Now, from like what are the problems that are about to hit, right? Um quality is going to start becoming an issue as you get more and more patients, especially as you get this this machine turned on and then you're going to have new new docs in that aren't as experienced, don't know you as well, etc. And so it's like how do we have incremental product improvements? um for the customer roadmap that we're on. The uh you probably won't need to worry about the ad assembly because we're going to be doing um basically event based marketing for now. So, it's really just reachouts is all we have to do there. But sales training is going to become a bigger issue at these events. And so, it's like we're going to have to get better and better and more systemized at the sales training. Also means that like you're going to have to like coach Hi, might have to coach other people to do it because there might be a world where you're doing two events a week or three events a week, right? Um, and then, uh, I'm going to bet because you're at, you know, almost 500 customers, when you're at 1500, you're going to see that there's some clear cohort cohorts. Um, and we covered some of this activation with that 30 and 90. Um, but there's probably going to be a customer in there that's willing to pay 50 or 100,000 here. Yeah. And we want to give them the opportunity to do that, right? And so, we don't need to worry about that now, but that's like what's coming around the corner. And so, that's where you're at in the scaling road map. And for anyone who's at home or can download this for free, just type your information. I'll tell you where you're at. There's 90 90-minute video that tells you what to do.
Okay. So, I'm going to simplify this because we talked about a lot, but I want to like every person who comes in, we need to ask them who they're bringing with them for their each treatment to your list. We're doing a giveaway once a quarter, which in this 90-day period that we're talking about, this has to happen. Yep. And you need to get really violent with how many how many events are coming up that you can attend and run this play. Let's say, do you have kids? No. Okay. Do you have a wife? Yes. Okay. Let's say your wife gets napped. Unless you do a certain amount of events. How many events do you think you can do between now and 90 days from now? I'm being dead serious. I would do 90. You do 90 if if that were the Well, then can you do 12? Realistically, what we were planning was one per month. Okay. I would just like to say let's do one a week and yolo it. We will try. Your wife's gonna get napped. We will do it. Okay, great. We will do it. Okay. Well, I just want to see a world where we do 200, 300, 400k from 10 events over the next quarter. That'd be fantastic. And you do 4 million and then you're already pacing your I mean plus your three, right? You're you're you're already pacing your at least, you know, 10 million plus by the end of the year minimum. That would be nuts. or awesome or awesome. Cool. Let's do it.
So, overall, I I'm a little bit biased because I I was raised in in healthcare. Ironically, I don't talk about it much, but I was raised in healthcare uh with both parents as physicians. Um I really like healthcare in an AI world. I also really like healthcare because the there's so much lowhanging opportunity that exists in the marketplace right now and I don't think the demand's going anywhere and from a macro marketplace perspective all the people who have money are getting old and there's way fewer we're not making as many people um and the people who have it don't want to die and so and they got the money to try and prevent it and so this part is booming so there's a huge supply constraint issue number one number two the people you're competing against are either massive or tiny and there's not a lot in the middle and that's very exciting three traditional call it um marketing and sales motions and done classy not shittily um unlock like not just like 20% or 30% incremental improvements but it can be like 10x 20x improvements in the business like very short periods of time. I think that you will be able to do this and I think that from a revenue perspective of the businesses that I looked at today, this will probably be the one that I think can generate the most money in the shortest period of time and also has a model that uh can be replicated. So like this event- based motion guys lab code you run the scan it's like very straightforward and the LTV on this because no one is really doing it it's still crazy. um maybe in the next 20 years it'll start coming down and all that stuff will happen, but we're so far away from that um that this excites me. And so uh on the on the that's on the scale side.
On the fail side, um the things that worry me is is uh it I don't I don't feel a huge amount of of marketing chops. Obviously, there's Harley, but like I don't know how um and great. Yeah. um and to grow the business. I'm a big believer and one of the hardest parts for physicians is that they typically make enough, like I said earlier, that they don't want to invest more in their education cuz they were like, I did enough education, but it's still like a totally different game. Um and they usually don't want to they're afraid of marketing. They're afraid of selling. They're afraid of seeming a certain way. Um a bunch of mental blocks around pricing because then they have this whole like I'm I'm trying to do good, but then I don't want it. It becomes this whole mess. And so that's usually where where docs fail. They also tend to hold on to things too close and say no one can do it like I can do it. There's also usually a lot of ego. I'm mixed on you. I'm not sure uh on that side. Um but that is usually a huge issue when I'm dealing specifically with physicians. Surgeons are even worse. Um I come with both parents being surgeons. Uh anyways, um all that to say, uh I think this plan will succeed and then if we're looking at the next 90 days of scale or fail, we are scaling. So I'll see you back in 90. Will you do 10? Yeah, for sure. Just do this, dude. If you just do this. Yeah. Thank you. All right, rock and roll.
The conversation really helped me to solidify our plan. And it's it's really cool when somebody um gives you advice and you're on that track. And so I really want to try to um open up the different opportunities that can come from what we talked about. So we had eight business owners out and they are all competing for $100,000 and working with me for a year to scale their businesses. And so that was scale or fail. We'll see you next time. All right guys, Dr. Z here, Precision Health Concier in Sarasota. Little update uh since we filmed. So I'm way off schedule. Never going to achieve what Alex gave me to do. And I'll tell you why. Sarasota is very seasonal. We shut down from May to September. Half the population leaves. And so I quickly realized I was going to struggle to find the right events. Alex had said, "Don't make your own events because that's two steps ahead." Well, it's exactly what I did. And now we have an entire lecture series set up with a couple of venues that um are where our ideal clients live. And so this is actually a great thing for us because people after seeing me on the um as one of the contestants on scale or fail are now actually reaching out to me and which is exactly what I wanted because I want to help physicians deliver this level of health care all over the country. So I think it's all been a big win and and we'll move forward and be successful.
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