Physicians who treat high-income patients often adopt a differentiated model of care that extends beyond clinical procedures and encompasses the patient’s experience. 

Courses and mentorships in luxury healthcare marketing are most popular among dermatologists and plastic surgeons, although they also attract ophthalmologists, reproductive medicine specialists, vascular surgeons, and pediatricians.

According to Amanda Ferraz, from the luxury services segment of the healthcare market, Escola Superior de Propaganda e Marketing, as well as a professor at the Universidade de São Paulo, strategies to attract an exclusive audience can be adapted for any medical specialty with the right focus, and physicians outside this segment can apply key lessons to be perceived as high-value professionals in any setting.

“With the growth in the number of physicians, the major challenge becomes market positioning,” said Ferraz while speaking to Medscape Portuguese.

Ferraz noted that medical schools rarely teach marketing strategies. Therefore, physicians must seek this knowledge to develop the skills needed to effectively position themselves in the market. 

“It’s about demonstrating who the physician is, as a person and as a professional,” she added.

In clinical settings, marketing and branding concepts can be adapted by understanding patients’ motivations and aspirations. Experts describe this process as clientelling, a strategy that involves identifying patient demands, preferences, and behavioral patterns to deliver a more personalized experience for patients.

“How does the patient consume your services? And how do they consume other services?” Ferraz asked. “The key is to structure this information to deliver the most personalized care possible.”

Experience and Value

Every detail in the luxury healthcare segment conveys value and excellence. For example, the architecture of a clinic or office reinforces the physician’s image and the quality of care offered to patients. 

A distinctive design is deliberately planned to strengthen that perception. 

Investment often extends to artwork in the clinic space, initially from emerging artists for the best value and later from established names. “But architecture is fundamental,” Ferraz emphasized.

Michel Alcoforado, a Brazilian anthropologist and digital communicator, is the author of “Coisa de Rico: A vida dos endinheirados brasileiros” (“Rich People Things: The Lives of Brazil’s Wealthy”), published in Brazil by Todavia in 2025, a book that examines how elites in Brazil signal status and how wealth and inequality are perceived.

In an interview with the Brazilian newsweekly Veja, he said, “Appearance is part of the game. This is a Brazilian trait. We have a model in which everyone wants to know what the rich do to appear rich. The fascination with the rich stems from the idea that simulating wealth is halfway to being perceived as rich.” 

Storytelling in Practice

A growing marketing trend — storytelling – encourages professionals to use their personal journeys to create authentic narratives. 

Physicians can highlight tradition as a pillar of luxury by referencing family lineages in medicine to reinforce communication value.

Strong relationships generate patient loyalty and positive recommendations. 

“Why do we tell stories? Because that’s how people connect,” Ferraz said. She encouraged healthcare professionals to create persuasive narratives that build engagement and trust. 

When asked how to attract patients while maintaining evidence-based integrity, she suggested sharing technical stories about the evolution of medicine and specific treatments.

Social media is an effective channel for sharing health information, educating patients, and promoting healthy habits. Engaging with accessible content attracts new patients and strengthens their credibility. 

Engagement drives patient acquisition, retention, satisfaction, and loyalty to healthcare services.

According to Ferraz, a common mistake is focusing on colleagues’ opinions. “Some physicians stop communicating, lose visibility to those who do, and consequently lose market share.”

In Brazil, the Federal Council of Medicine (CFM) allows physicians to publicize their work on social media, including posting selfies, images of the workplace, team, or equipment, educational before-and-after images, consultation fees, and patient testimonials, provided that the content complies with ethical, privacy, and advertising regulations. 

However, misleading advertising, posting consultation images, and live streaming of procedures are prohibited.

Producing high-quality content requires a well-defined strategy. For example, in cardiology, the focus may be on hypertension and other prevalent conditions. 

It is essential to present scientific topics in a clear and approachable language on social media. “The more we inform, the more we grow,” Ferraz noted.

She added that assertive communication is crucial not only on social channels but also on websites and during consultations with patients.

Partnerships with influencers can amplify reach, but Ferraz recommends collaborating with micro- and nano-influencers to achieve this. “We prefer influencers with fewer followers but strong credibility in specific niches. That increases impact and avoids overexposure.”

Authentic patient stories can build trust and encourage others but must not promote cosmetic procedures. “Testimonials must be discreet and comply with CFM rules,” she cautioned.

Beyond Luxury

Oskar Kaufmann, MD, PhD, a urologist specializing in robotic and minimally invasive surgery, Hospital Israelita Albert Einstein, São Paulo, and founder of the Kaufmann Institute, noted that the challenge outside the luxury segment is sustaining high-quality, personalized care amid tight time, infrastructure, and resource constraints. 

“When serving the ultra-high-income population, we have the time, infrastructure, and resources to offer an almost artisanal experience, extended consultations, a dedicated team, cutting-edge technology, and an environment designed to make each patient feel unique,” he said. 

The Kaufmann Institute’ integrates advanced technology and evidence-based practice with patient-centered ethos in a premium care setting.

He believes that caring for a high-standard clientele goes beyond advanced medicine, which means creating an experience that exceeds the traditional consultations.

“Ultimately, the essence of medical practice remains the same: to understand the patient deeply and offer the best possible course of action. The difference lies in how this can be achieved across such distinct settings,” Kaufmann said.

In the luxury healthcare segment, communicating value, creating narratives, and strengthening bonds extend far beyond aesthetics or technology; they foster a sense of belonging.

Speaking on Brazil’s TV Cultura program “Provoca,” Alcoforado said, “Throughout life, we keep striving for the idea that, at some point, we will truly belong to something.”

Within this context, storytelling, attention to the patient experience, and strategic positioning are essential for physicians build lasting relationships with patients who want to build lasting relationships with people seeking more than a service; they want to feel part of something. 

Luxury, in this sense, is not just about price or appearance; it is about creating connection, recognition, and trust, values that transcend social class.

This story was translated from Medscape’s Portuguese edition.