Concierge — "We Go To Them"
"Vernon Gate Concierge" sub-brand. UK comparators £100/mo (Cotswolds) → £21-54k/yr (HOOKE) → $1m/yr (Bryan Johnson). Plenty of headroom.
Author: DoctoriumGP intelligence brief Date: 25 April 2026 Status: Working draft for design of the DGP premium concierge tier Decision-needed-by: Week-1 product council
Executive summary
The premise — that at price points above ~£2,500 it is more economic for a clinician (Dr Gemma Lewis) to travel to a wealthy client than for the client to come to the clinic — is strongly supported by market data. Comparable London concierge providers charge between £1,495 and £54,000 per year for membership, with single home/hotel visits routinely £495–£995 and bespoke days at £2,000–£15,000. The UK super-rich already procure medical services through this channel — typically via family-office gatekeepers, wealth-manager referrals, and private-bank concierges (Coutts Silk Card, Stonehage Fleming, JTC Private Office). The kit DoctoriumGP would carry — Gemma + diagnostic kit + EMSella + Tanita + dashboard — is defensibly differentiated against London's concierge cohort, none of whom carry pelvic-floor + body composition + GP + dashboard as a single mobile bundle.
Headline recommendation: Yes — launch the tier. Brand it Vernon Gate Concierge (a sub-brand of DoctoriumGP) so it can carry premium positioning without diluting the £99 menopause core. Single-visit price within 30 minutes of Derby: £2,499. Annual concierge membership: £14,500 (entry) to £28,500 (full). Capacity: realistically 30–45 concierge days/year off Gemma's clinical time. Sales motion: referral via wealth-managers, family-office gatekeepers, and warm corporate introductions — not cold.
A. UK concierge medical providers — who exists, what they charge
A.1 Comparator table
| Provider | Annual membership | Single home visit | Geographic scope | Target |
|---|---|---|---|---|
| HOOKE London | £21,000–£54,000 | bespoke; £15,000 one-off day | London + travel | UHNW longevity |
| HealthClic (Berkeley St, Mayfair) | bespoke (49-family cap) | included in membership | London + abroad | UHNW families |
| Solice Health (Mayfair) | bespoke (Absolute tier) | included | London/at home/abroad | HNW + family |
| The London General Practice (Harley St) | bespoke | from £495 (Z1–2), £695 (Z3–4); £795/£995 extended | London + travel | HNW |
| Marylebone Health Group / CHHP | bespoke | included in tiers | London | HNW + athletes |
| Cleveland Clinic London (concierge) | London-bespoke (US programme = US$12k+) | included | London | International HNW |
| HCA UK Concierge Centre | from "<£1/day" GP subs; bespoke premium | from £385 (reAssure I) | UK-wide via HCA hospitals | Insured + private |
| Bupa Private Client | bespoke (Ultimate Global plan) | concierge-managed | UK + global | International HNW |
| London Medical Concierge (advocacy, not delivery) | £1,495 + VAT (single); £3,000 + VAT family | n/a — they coordinate | UK | HNW advocacy |
| The Mayfair GP | bespoke | bespoke | London | HNW |
| Concierge Medical (Cotswolds) | from £100/mo individual, £150/mo couple, £210/mo family | £150 one-off | Cotswolds, Cheltenham, Warwicks, Oxon, Wilts | Affluent rural/semi-rural |
| Echelon Health (Harley St) | n/a — Platinum one-off £14,000 | n/a (clinic-based) | London + corp on-site | UHNW screening |
| Mayo Clinic Healthcare London | Executive Health Assessment (one-day) | clinic-based | London | International HNW |
Sources for the numbers above: Spear's Wealth Management Magazine on HOOKE pricing; Future Care Medical and The Online GP for London home-visit price bands; Concierge Medical Cotswolds public pricing; London Medical Concierge public pricing; Echelon Health Platinum pricing; HCA UK reAssure entry pricing.
A.2 Reading the spread
There are three distinct UK concierge price tiers in the market:
- Affluent rural/semi-rural (Concierge Medical Cotswolds): £100–£210/month family, home visits included. This is the closest geographic and cultural analogue to a Derby-based concierge — and proves the model works outside London.
- HNW London (Marylebone Health Group, Solice, HealthClic): £5,000–£20,000/year typical zone, single visits £495–£995.
- UHNW/longevity (HOOKE, Echelon Platinum, Bryan Johnson Immortals): £14,000–£54,000/year, with one-off "platinum days" at £14,000–£15,000.
DoctoriumGP's natural perch is between tier 1 and tier 2 — premium of Cotswolds rural concierge but priced to a Derbyshire/Midlands HNW (not Mayfair) market.
A.3 What's missing in the UK concierge stack
After scanning all 16 UK comparators, none of the UK concierge providers bundle: - A practising NHS-experienced GP/MRCGP doctor plus - BTL EMSella pelvic-floor device plus - Tanita MC-780 segmental body composition plus - Same-day venous bloods at the client's location plus - A persistent visual dashboard the client can return to.
Most concierge brands sell access (24/7 GP). HOOKE sells investigation (the £15k day). DoctoriumGP would sell a recurring functional tune-up — different category, partially defensible.
B. International concierge models — what's translatable
B.1 MDVIP (US, ~1,300 doctors, 400k+ patients)
$2,400–$5,000/year typical fee for membership. Insurance-compatible — patients pay membership on top of their insurance. Translatable lesson: the membership-on-top model works at the GP level when there is institutional anchor (insurance/NHS). Since DGP cannot ride NHS billing, we must price at the next tier.
B.2 Forward Health (US — failed November 2024)
Burned $400m+ on tech-first primary care; CarePods (AI kiosks) failed; charged $150/month for primary care that buyers expected insurance to cover. Lessons for DGP: - Don't tech-substitute for clinicians — wealthy clients want a doctor in the room, not a kiosk. - Don't price below the perceived value of the service — Forward's $150/month was perceived as cheap-not-premium. - Don't outrun your buyer's mental model — concierge buyers expect personal relationship, not subscription.
B.3 Function Health (US, $365/yr 160+ blood markers)
Crucially — Function Health does not do at-home blood draws. They route members to Quest Diagnostics labs at extra cost. Lesson: the at-home venous draw is more premium than Function Health offers — DGP's model is therefore upmarket of Function, not downmarket.
B.4 Bryan Johnson Blueprint / Immortals
Immortals is $1m/year for the full concierge protocol (30-person team, AI 24/7, dedicated medic). Supported tier $60k/yr. Not translatable directly to a Derby HNW MD, but useful as a price ceiling reference — wealthy individuals will spend $60k–$1m on protocols.
B.5 Hone Health (US TRT subscription)
$25–$149/month. Not concierge — telehealth subscription. Not relevant directly but informs the base-tier digital wrapper DGP could offer.
B.6 Bioniq UK / Bioniq Pro
Personalised supplements via blood test. Pro tier ~£200+/month with blood test. Translatable: they have already trained UK HNW to pay £2k+/yr for personalised supplementation through wealth-manager referrals. DGP can sit alongside.
B.7 Reset Health UK
Chronic disease (T2D, obesity) digital programme via Roczen platform. NHS-adjacent. Not a concierge analogue.
C. UK mobile diagnostic providers — already going to people
| Provider | What they do | Pricing | Coverage |
|---|---|---|---|
| Vista Health | Mobile MRI (Asda car parks) | from £249–£350/scan | Bristol, Cardiff, Leeds, Merseyside, Coventry, Hull, Lincoln, Norwich, Sheffield |
| Medichecks | Postal blood tests + at-home phlebotomy nurse | £35 clinic / £59 home nurse as add-on | UK-wide |
| Better2Know | "Everywhere" nurse visit anywhere in UK | quote on demand | UK-wide, 24/7 |
| Forth With Life / Thriva | Home finger-prick subscription | £30–£100/test | UK-wide postal |
| Phlebotomy Services / Diagnosify / Optimale | Nurse home visit | typically £75–£150 + test | UK-wide |
| Echelon Health | Corporate on-site executive screening | bespoke | UK-wide for corp |
| Lola Health | Postal home blood test | £49+ | UK |
| Bionic Health UK | At-home longevity panel | bespoke | UK |
Read: the at-home phlebotomy infrastructure already exists at £59–£150 per draw for stand-alone bloods. DGP's concierge premium is justified by bundling that with the doctor + EMSella + Tanita + dashboard, not by re-inventing phlebotomy.
D. The "doctor at the racetrack / yacht / boardroom" precedent
D.1 Sports / motorsport
- Fortius Clinic (London) — orthopaedic + sports medicine, FIFA medical centre of excellence, but clinic-based; concierge role is patient navigation, not travelling to athlete.
- Centre for Health and Human Performance (CHHP) / Marylebone Health Group — Harley St; founded by Dr Jack Kreindler (extreme environments physician); pioneered Olympic/Premier League performance medicine; CURIA Health is their dedicated concierge longevity arm with NYC sister practice MyMD.
- Hintsa Performance — Dr Luke Bennett is Medical and Sports Performance Director; private travelling physician model proven for F1 drivers.
- Formula Medicine (Italy-based) — specialist Sports Medicine Centre serving F1 teams.
D.2 Yacht / superyacht
- MedAire — used by >50% of world's largest superyachts; medical kits, training, telemed, doctor placement.
- MSOS (Southampton, UK) — UK telemed for superyachts; bases Antibes/Palma/Fort Lauderdale.
- Yacht medic salaries: $4,500–$7,000/mo (30–50m), $7k–$12k/mo (50–80m), $12k–$20k+/mo (80m+). Implies a day rate of £2,000–£4,000 for an onboard doctor visit is well within market norms.
D.3 Country estate / polo / hospitality
- Concierge Medical Cotswolds already operates exactly this model (home visits to country estates across Cotswolds/Warwickshire/Oxfordshire/Wiltshire) at £100–£210/month family — proof of geographic/cultural fit.
- Soho Farmhouse (Oxfordshire) and Polo Club Hotel (Warwickshire, 600-acre Burston estate) — already host wellness members; opportunity for DGP "in-residence" days.
D.4 Corporate boardroom
- Health Management / Wellness International — nationwide executive screening on-site at company HQ.
- HCA UK reAssure I packages start £385 for in-clinic screens.
- Echelon Platinum £14,000 individual, with corporate/family-office tier on enquiry.
Conclusion: every adjacent vertical is already paying for clinician-at-location. DGP's concierge tier is not novel as a category — it is novel as a bundle (GP + EMSella + body composition + dashboard) at a Midlands rural-HNW price point.
E. UK pricing comparator matrix
| Service | Typical UK price range | Source |
|---|---|---|
| Single private GP appointment (clinic) | £60–£300 | Future Care Medical |
| Private GP home visit (London Z1–2) | £285–£495 | The London Clinic; The Online GP |
| Private GP home visit (Z3–4) | £695 | The Online GP |
| Private GP home visit extended 60-min | £795–£995 | The Online GP |
| Edinburgh home visit (first hour) | £400 + £300/hr pro rata | YourGP Edinburgh |
| Concierge GP membership UK | £3,000–£25,000/yr (Mayfair tier hits £20–80k) | Sunday Woman magazine; Spear's |
| Annual exec medical (one-day, clinic) | £695 (Online GP) — £14,000 (Echelon Platinum) | Public sites |
| At-home blood draw add-on | £59 (Medichecks home nurse) — £150 (independent) | Medichecks/Diagnosify |
| Mobile MRI (Vista Health) | £249–£350/body part | Vista |
| Yacht doctor day rate (implied) | £2,000–£4,000 | MedAire/MSOS market |
| HOOKE Healthspan day | £15,000 one-off | Spear's |
| Bryan Johnson Immortals | $1m/yr | TechCrunch Feb 2026 |
| Bryan Johnson supported tier | $60k/yr | Empirical Health analysis |
E.1 What DoctoriumGP can defensibly charge
Building from comparators, the defensible price ladder for the DGP concierge tier:
| Concierge product | Defensible price | Rationale |
|---|---|---|
| Single concierge visit ≤30 mins of Derby | £2,499 | 1.5–2× a London Z3-4 home visit (£695), bundled with EMSella demo, Tanita, bloods, dashboard, 90-min consult. Sub-Echelon, 2× Solice equivalent. |
| Single concierge visit 30–150 miles | £3,499 + £2/mile travel | Reflects half-day commitment incl. travel. Aligns with mid-yacht doctor rates. |
| Single concierge visit 150+ miles / overnight | £4,999 from + accommodation actuals | Overnight stays needed, full day clinical capacity. |
| Quarterly concierge programme (4 visits/yr) | £14,500/yr | Sub-HOOKE entry (£21k), comparable to Marylebone tier; includes dashboard subscription + interim digital reviews. |
| Annual concierge membership (full) | £24,500/yr | 6 visits + dashboard + interim reviews + family principal cover. Sits above CURIA/Solice typical, below HOOKE Bespoke. |
| Boardroom day (corp HQ) | £3,500–£6,500/day | Mid-range vs Echelon corp + Wellness International. 6–8 senior team screens. |
| Yacht / estate / paddock callout | £4,999/day from + travel/expenses | Aligned with MedAire-class market rates. |
F. Logistics & operational model
F.1 Equipment portability — the kit
| Item | Weight | Portable? | Notes |
|---|---|---|---|
| BTL EMSella chair (with castors) | ~80–100 kg loaded incl. tower (BTL spec; on castors for in-clinic transport) | Yes — vehicle only; needs ramp/tail-lift; 2-person carry off-vehicle | Operating temp –10 °C to +55 °C transport. Suitable for van transport; not realistic for stairs without two-person carry. |
| Tanita MC-780 MA P (with column) | 15.5 kg | Yes — single person | Fits in estate-car boot. |
| Tanita MC-780 MA S (no column) | 11.1 kg | Yes — easily | Even more portable. |
| Phlebotomy kit + sharps | ~5 kg | Yes | Needs sharps bin and sample courier. |
| BP, ECG, oximeter, otoscope | <5 kg | Yes | Standard GP bag. |
| iPad/laptop + dashboard tether | <2 kg | Yes | 4G/5G hotspot needed. |
Source: Tanita product specifications via Tanita Europe and Staffs Fitness Ltd; BTL EMSella transport spec via MNML Aesthetics product listing.
Practical implication: the EMSella defines vehicle requirements. A high-spec estate car (Volvo XC90, Mercedes V-Class, Range Rover Sport L460 with seats down) cannot reliably carry the EMSella tower + chair on every trip. A small panel van (VW Crafter, Mercedes Vito Tourer with rails, Ford Transit Custom) with a fold-out ramp is needed — which is exactly the EMSella van you already have specified.
For estates without the van (e.g. flying to a yacht, or a hotel suite where the EMSella isn't needed), Gemma travels with Tanita-S, GP bag, phlebotomy kit and dashboard tether — a single estate-car trip or a flight in a holdall. So there are two operating modes:
- Mode A — Van Day (EMSella + Gemma + assistant): full concierge bundle, drive-only, ≤150 miles realistic radius.
- Mode B — Bag Day (Gemma + estate car or flight + Tanita-S + bloods): GP-led concierge without EMSella, national/international.
F.2 Phlebotomy at client location
UK at-home phlebotomy is fully precedented (Medichecks, Better2Know, Diagnosify, Optimale). Required: - BD/Vacutainer kit, multi-tube system - Sharps bin (compliant disposal back at clinic) - Sample temperature transport box - Same-day courier to lab partner (most large UK labs offer this) — TDL, Synnovis, Randox Health, Eurofins. - Chain-of-custody form per sample.
F.3 Power requirements
EMSella runs on 230V mains (UK 13A socket). Most homes/yachts/estates have this. The concern is load-balancing on yachts (where shore-power may be limited) and older estates (where socket condition is variable). The pre-visit checklist therefore includes "confirm 13A socket within 3m of intended treatment area" and "confirm 30-amp circuit availability".
F.4 Privacy at client location
Concierge clients value discretion. Booking checklist must specify: - Private room (study, bedroom suite, dedicated cabin) with door that locks. - Trolley/table for sample handling. - Towel/bedding the client owns (we don't bring linens). - No third parties (assistants, household staff) in the room during phlebotomy or EMSella. - Confidential note-taking — client medical record stored in DGP's CQC-registered system, never on paper at the location.
F.5 Insurance
Standard MDDUS/MDU/MIC clinical indemnity for a GP doing home visits already covers home/hotel/office visits within the registered scope of practice — this is normal in UK private GP practice. What needs to be added: - Public liability extension (£10m typical) for damage to client property or third-party injury at venue. - Equipment-in-transit insurance for EMSella chair (insured value ~£40k+) and Tanita. - Professional indemnity declaration to MDDUS that scope of practice now includes mobile/concierge work nationwide (not unusual; not expensive).
Provider quotes to scope: MDDUS, MDU, MMI4U, Howden, Superscript.
F.6 CQC implications
Per CQC's What is a location? guidance:
"Mobile medical facilities... carried on in a vehicle that travels to different places... are not locations in themselves, but if there is no other permanent location where the regulated activity is carried on, the vehicles will come under a HQ location."
Practical interpretation for DGP: - Vernon Gate (Derby) remains the registered HQ location. - The EMSella van is not a separate CQC location. - Client homes/yachts/estates are not locations — they are visit sites under the HQ registration. - DGP must update its Statement of Purpose to describe mobile/concierge regulated activity carried on from the HQ. - No fresh CQC inspection of every estate; CQC inspects the HQ and the policies governing mobile work (infection control, sample handling, consent at non-clinic locations, drug storage in transit).
F.7 Sample handling & chain-of-custody
- Pre-printed sample labels in the kit (client name, DOB, NHS number/private patient ID, consent form ID).
- Sealed transport bag with temperature strip.
- Same-day courier from the visit location to lab partner — DGP pays courier ~£15–£30 per same-day collection in most UK locations; ~£60+ for rural/remote.
- Cold-chain (e.g. for cortisol AM, certain metabolites) requires a small portable fridge in the vehicle.
F.8 Vehicle packing list
The Van (EMSella mode): EMSella tower + chair, ramp/tail-lift, Tanita-P, GP bag, phlebotomy kit, sharps bin, courier-ready sample box, 4G/5G hotspot, iPad with dashboard, branded screening privacy screens (for outdoor venues like polo), printed welcome packs.
The Bag (light concierge): GP bag, Tanita-S, phlebotomy kit, sharps bin, sample box, iPad. Single 23kg checked bag if flying.
G. Branding for the concierge tier
G.1 Sub-brand vs same brand
Recommendation: Vernon Gate Concierge (sub-brand of DoctoriumGP).
Reasoning: - DoctoriumGP's primary positioning is £99 menopause clinic — the exact opposite of UHNW positioning. Anchoring "DoctoriumGP" to a £25,000 concierge tier will dilute the £99 positioning and confuse Meta-ad conversion. - Vernon Gate is the registered office address (4 Woburn House, Vernon Gate, DE1 1UL) — gives a discreet, geographic anchor evocative of London-style "Harley Street" naming. - "Vernon Gate Concierge" can carry premium typography, deep navy / gold / off-white palette, and a Coutts-style discretion — quite different from Ultrahuman teal. - Clinical delivery is by Dr Gemma Lewis MRCS MRCGP (the doctor) — Gemma's name is the trust-signal, not Ade's. All concierge-facing collateral should foreground Gemma.
G.2 Visual identity considerations
- Palette: Oxford navy (#0B1F3A), warm ivory (#F2EBDA), sparing gilt (#B89968) accent. No teal.
- Typography: a serif (e.g. Canela, Mrs Eaves, GT Sectra) for headlines + a sans (e.g. Söhne, Inter) for body.
- Imagery: editorial portrait of Gemma; landscape photography of Derbyshire Peak District / country estate / yacht; no stock.
- Member card: matte black metal card with discreet embossing, no logo on face — destination address discreetly engraved on reverse. Card is the membership credential.
G.3 Discretion factor
Wealthy clients value privacy more than they value showy luxury. The concierge tier should:
- Never be marketed publicly (no Meta ads, no public Instagram).
- Be invitation-only in launch year.
- Have a separate domain (e.g. vernongate.co.uk) and dedicated email aliases.
- Use named-recipient encrypted briefings rather than CRM blasts.
H. Seven concierge use-cases — modelled
| # | Scenario | Time | Kit | Price | Repeatability |
|---|---|---|---|---|---|
| 1 | Wealthy MD's annual review at family business HQ (Derbyshire/Notts/Staffs) | half-day | Van mode: full kit | £3,499 | annual; cross-sell to spouse/principals |
| 2 | Yacht-week wellness — Cowes / Salcombe / Lymington | 1 full day onboard | Bag mode (no EMSella) | £4,999 + travel + expenses | seasonal — Cowes Week, Salcombe summer |
| 3 | Country estate visit — Derbyshire / Cheshire / Yorkshire | half-day to full day | Van mode | £3,499–£4,999 | annual or biannual; brings in spouses |
| 4 | Boardroom day — corporate HQ (regional plc, family business HQ) | full day, 6–8 execs | Van mode | £4,999–£6,500 | annual/biannual; 2-day for >8 execs |
| 5 | Hotel suite — Park Lane / Berkeley / Claridge's | half-day | Bag mode | £3,499 + London travel | for travelling HNW; very high willingness-to-pay |
| 6 | Ski lodge — Verbier / Courchevel / Megève (probably not for DGP — maps the ceiling) | 2 days incl. flight | Bag mode | £8,000–£12,000 + flight + expenses | seasonal Dec–Mar; rare; needs medical license check abroad |
| 7 | F1 paddock / motorsport — Silverstone / Donington | race week, 2–3 days | Van mode | £8,000–£15,000/event | seasonal; corp-sponsored — different sales motion |
For DGP launch, focus on use-cases 1, 3, 4, 5 — they are domestic, repeatable, and don't require international medical licensing. Use-cases 2, 6, 7 are stretch goals for year 2+.
H.1 The "Optimise+ at Home" — flagship product
The flagship offer to launch:
Optimise+ at Home — Annual Review with Dr Gemma Lewis MRCS MRCGP - Scheduled half-day at client's home/office/estate - 90-minute consultation with Gemma - Tanita MC-780 segmental body composition - Full venous bloods (50+ markers — metabolic, hormonal, micronutrient, inflammatory, lipids) - Resting + standing BP, heart rate variability, ECG - BTL EMSella demonstration session (where pelvic-floor relevant — postnatal mums, perimenopausal, men with mild incontinence) - Personalised health dashboard subscription with quarterly remote review - Written report within 7 days, GMC-registered prescription as needed - Year-round digital access to Gemma's clinical team
Price: £3,499 for the day visit, £14,500/year for quarterly programme, £24,500/year for full annual concierge membership including 6 visits + family principal cover.
I. UK super-rich purchasing behaviour
I.1 What HNW buyers actually spend on
Knight Frank Wealth Report 2026 (20th edition): wellness and health are the highest-priority spend for next-gen UHNW, ahead of travel and education. Younger wealthy individuals spend on experiences, not material possessions. Wellness at home is now driving a wave of UK property projects — basement gyms, saunas, treatment rooms, longevity tech.
I.2 How they buy it
Capgemini World Wealth Report data: 44.4% of HNW clients chose an adviser based on referrals from friends or business contacts. UHNW client acquisition specifically requires: - Gatekeeper management — family offices, private bankers, legal/tax advisors - Institutionalised trust — credentialled, CQC-registered, GMC-regulated - Network proof — value demonstrated through who else uses the service
I.3 The wealth-manager / family-office channel
Stonehage Fleming explicitly offers concierge and lifestyle services to its 250+ families, including arranging medical insurance and "medical concierge". JTC Private Office similarly offers a "single point of contact" coordinating specialist services for family governance and luxury assets. These are direct sales targets for DGP — not for clients to come from, but for partnership/referral relationships.
Coutts Silk Card holders use the Coutts Concierge for everything from yacht charter to Michelin reservations. Bupa Private Client offers a Lifecare Concierge Manager. DGP can position as the medical specialist that these concierge teams refer into.
I.4 The private members' club channel
Soho Farmhouse (Oxfordshire) — £3,450/yr+ membership, expanded wellness programming. Other London wellness members' clubs (180 House, BXR London Sports Clinic, KX, The Ned) — all sit on top of HNW networks. DGP can negotiate "in-residence days" at clubs near Derby (Soho Farmhouse is ~45 mins away) — Gemma there 1 day/quarter.
I.5 What this means for sales motion
- No cold outreach to HNW principals. Wrong channel entirely.
- Yes — relationship-building with wealth managers, family-office gatekeepers, private bankers, lifestyle concierges. Quarterly intimate breakfasts at Vernon Gate. White-glove proposal documents.
- Yes — referrals from existing menopause clinic patients who happen to be HNW or whose husbands/partners are corporate principals.
- Yes — co-branded events with private members' clubs ("Soho Farmhouse x Vernon Gate Concierge — Longevity Day").
J. Recommendation — the concierge tier design
J.1 Should DGP launch a concierge tier? — Yes.
Rationale: 1. Margin gap is real. A £99 menopause consultation produces ~£60 contribution after costs. A £3,499 concierge day (Mode A, half-day, ≤30 miles) produces ~£2,500 contribution after fuel, kit consumables, lab costs. Concierge contribution per Gemma-hour is 8–10× higher. 2. Differentiation is real. No UK concierge bundles GP + EMSella + body comp + dashboard at this price point. 3. Channel is real. Wealth-manager and family-office referral exists and is well-precedented. 4. Geographic moat. Derby is unusual for a concierge MD — the closest competitor is Cotswolds (~80 miles). Midlands HNW have no home-county concierge service of this calibre. 5. Risk is bounded. Mode-A van requires the existing EMSella van; Mode-B bag requires no extra capex. CQC implications are addressed by Statement-of-Purpose update, not new registrations.
J.2 Pricing
| Tier | Price | What's in |
|---|---|---|
| Single visit ≤30 miles of Derby | £2,499 | Half-day, full kit, dashboard 12-month sub, written report |
| Single visit 30–150 miles | £3,499 + £2/mile beyond 30 mi | Half-day, full kit, dashboard 12-mo sub, report |
| Single visit 150+ miles or overnight | From £4,999 + accommodation actuals | Full day, full kit, dashboard, report |
| Quarterly concierge programme | £14,500/yr | 4 half-day visits (≤150 mi), dashboard subscription, interim quarterly digital reviews, named-doctor relationship |
| Annual concierge membership (full) | £24,500/yr | 6 visits, dashboard subscription, interim quarterly + ad-hoc digital, family principal cover (1 spouse + dependants), priority Gemma access |
| Boardroom day (corporate HQ) | From £4,999/day | 6–8 execs, full kit, group dashboard, written reports per exec, employer summary |
| Yacht / estate / paddock callout | From £4,999/day + travel + expenses | 1 day, Mode-B kit, lab courier arranged |
J.3 Tier name and positioning
Vernon Gate Concierge — Discretion. Optimised. Annual.
Sub-brand of DoctoriumGP. Separate domain, separate Instagram (private), separate stationery. Clinical delivery by Dr Gemma Lewis MRCS MRCGP. Operations co-ordinated by Ade Whetton (MD).
J.4 Geographic scope
- Year 1: Derby + 150-mile radius (Cotswolds → Cheshire → Lake District → Norfolk → Kent boundary). ~70% of UK HNW addressable from this footprint via M1/M6/M40/A14 spokes.
- Year 2: Add seasonal rotations — Cowes Week (Aug), Burghley/Badminton, Cheltenham Festival (Mar), Goodwood (Jul/Sep), London Park Lane in-residence days monthly.
- Year 3: Selective international (Mediterranean yacht season, Verbier/Courchevel ski residency) — only if demand from existing members justifies.
J.5 Sales motion
| Channel | Approach | Year-1 priority |
|---|---|---|
| Wealth managers | Partnership briefings to 30 named wealth managers in Midlands + N London (Coutts, Brown Shipley, Brewin Dolphin, Quilter, JM Finn). Invite to private launch breakfast at Vernon Gate. | High |
| Family offices | Direct introduction to 10 named multi-family offices (Stonehage Fleming, JTC, Sandaire/Cazenove, Tilney, Smith & Williamson). White-glove proposal. | High |
| Private bankers | Coutts, Hoare's, Drummonds, Adam & Co. Lifecare-Manager-style referral relationships. | Med |
| Existing menopause patients (warm referral) | "Refer your husband / business partner / father" letter once 100+ menopause patients on books. | Med |
| Private members' clubs | Soho Farmhouse (Oxon, 45 mins), The Ned, BXR London. Co-branded longevity events. | Med |
| Cold outreach to HNW principals | Don't. Wrong channel for this audience. | n/a |
| Meta ads | Don't. Wrong channel for this audience. | n/a |
J.6 Capacity model
Realistic Gemma capacity: - Gemma's clinical week: ~3.5 clinical days at DoctoriumGP after admin/consults. - Concierge allocation: 0.75 days/week (~1 concierge half-day Mon AM + 1 full Friday twice a month, plus 6 boardroom days/yr). - That gives ~38–45 concierge days/year capacity max.
At pricing above: - 30 single £3,499 visits = £105k - 5 quarterly programmes (4 visits each = 20 visit-days) at £14,500/yr = £72,500 (uses 20 days) - 3 annual full memberships (6 visits each = 18 visit-days) at £24,500 = £73,500 (uses 18 days) - 6 boardroom days at £5,500 avg = £33,000
Indicative year-1 mix: £150–£200k revenue from concierge tier on ~40 Gemma days. Year 3 mature mix: £350–£500k from concierge tier on ~45–50 days, with second clinician onboarded for overflow.
J.7 Risk & regulatory considerations
| Risk | Mitigation |
|---|---|
| CQC scope creep / mobile activity unregulated | Update Statement of Purpose; document mobile-visit policies (consent at non-clinic locations, infection control, sample handling, drug storage in transit) |
| Indemnity gap (non-clinic location injury, equipment damage) | MDDUS/MDU declaration of mobile scope; £10m public liability; equipment-in-transit cover |
| Gemma single-point-of-failure | Year 2 onboard a second MRCGP/MRCS clinician (Vernon Gate Concierge associate) to cover sickness/holiday |
| Brand confusion (£99 vs £24.5k) | Sub-brand Vernon Gate Concierge with separate domain, palette, comms |
| Sample chain-of-custody at remote venues | Same-day courier partnerships (TDL, Synnovis, Randox); cold-chain box in vehicle; pre-printed labels |
| Yacht / international medical license | Limit Year 1 to UK only; add Med license / EU equivalency only when demand emerges |
| GDPR / patient confidentiality at venues | Encrypted notes via DGP CMS; never paper at the venue; client signs DPA before visit |
| Reputation risk if a concierge client has serious incident | Standard MDU/MDDUS process; pre-visit medical history screening; hospital escalation protocol with HCA UK private partner |
J.8 12-month and 36-month financial sketch
| Yr-1 (build) | Yr-2 (scale) | Yr-3 (mature) | |
|---|---|---|---|
| Concierge days delivered | 18–25 | 35–40 | 45–55 |
| Single visits | 12 | 18 | 22 |
| Quarterly programme members | 2 | 5 | 8 |
| Annual full members | 1 | 3 | 5 |
| Boardroom days | 2 | 5 | 8 |
| Concierge revenue | £60–95k | £200–260k | £400–525k |
| Direct costs (fuel, kit, courier, lab, second clinician hours yr 2+) | £15k | £40k | £85k |
| Marketing (events, materials) | £20k | £15k | £20k |
| Net contribution | ~£40–70k | ~£150–205k | ~£300–420k |
This sits on top of the £99 menopause book and the BTL EMSella van programme — concierge is incremental margin from the same Gemma hour, just priced 8–10× higher per hour.
Action list — to launch Vernon Gate Concierge
- Brand & domain (Week 1–2):
- Register
vernongate.co.ukandvernongateconcierge.co.uk. - Brief design for Oxford navy / ivory / gilt palette. - Single-page site behind soft password gate ("by introduction"). - Pricing & terms (Week 1): - Lock the price ladder above. Print as a discreet tri-fold + PDF for wealth-manager packs.
- Operations (Week 2–4): - Vehicle check + EMSella ramp/tail-lift. - MDDUS/MDU mobile-scope notification. - Public liability extension to £10m. - Equipment-in-transit insurance. - Same-day courier partnerships (TDL or Synnovis). - Pre-printed sample labels, cold-chain box, sharps bin policy.
- CQC (Week 2): - Update Statement of Purpose to include mobile/concierge regulated activity. - File policy pack: consent at non-clinic location, infection control mobile, sample handling, drug storage in transit, escalation pathway.
- Sales motion (Month 1–3): - Identify 30 named wealth managers + 10 named family offices in Midlands/North London. - Personalised intro email + intimate breakfast at Vernon Gate (Q3 launch). - Design member card (matte black metal). - Launch "Optimise+ at Home" flagship product as the on-ramp.
- Capacity safeguard (Month 3–6): - Identify a second MRCGP clinician available 2 days/month to cover concierge overflow (associate model, not employee).
- First member milestone (Month 6): - First 5 paid members onboarded — refine playbook. - Year-1 target: 6 quarterly/annual members + 12 single visits.
Appendix — Sources
- HCA UK Concierge Centre: https://www.hcahealthcare.co.uk/patient-and-visitor-information/hca-uk-concierge-centre
- HCA UK GP Subscriptions: https://www.hcahealthcare.co.uk/services/gp-and-urgent-care/gp-subscriptions
- Marylebone Health Group prices: https://marylebonehealthgroup.com/about-marylebone-health-group/prices/
- The London General Practice fees: https://www.thelondongeneralpractice.com/fees/
- The Online GP — home visits: https://www.theonlinegp.com/blog/private-gp-home-visit-london-same-day-doctor-to-your-home-hotel-or-office
- HealthClic: https://healthclic.co.uk/membership/
- Solice Health: https://solice.health/memberships/
- HOOKE London — Spear's: https://spearswms.com/luxury/health-wellness/hooke-health-clinics-super-rich-live-longer-longevity-wellness/
- HOOKE membership tiers: https://www.hooke.london/membership/compare-membership
- Cleveland Clinic London: https://clevelandcliniclondon.uk/clinical-institutes/general-practice
- Concierge Medical Cotswolds: https://www.conciergemedical.co.uk/
- London Medical Concierge: https://www.londonmedicalconcierge.com/
- Mayfair Medical Concierge: https://www.mayfairmedicalconcierge.com/
- The Mayfair GP: https://www.themayfairgp.com
- Echelon Health Platinum: https://www.echelon.health/our-assessments/health-assessment-packages/
- Mayo Clinic Healthcare London concierge: https://www.mayoclinichealthcare.co.uk/contact-us/concierge-services
- Bupa Private Client: https://www.bupaprivateclient.com/en/concierge-service
- Doctor Care Anywhere pricing: https://doctorcareanywhere.com/pricing
- Private Doctor London: https://www.privatedoctor.london/
- Vista Health pricing: https://www.vista-health.co.uk/help-centre/pricing/
- Medichecks home blood test: https://www.medichecks.com/
- Better2Know nurse visits: https://www.better2know.co.uk/
- Function Health pricing: https://www.functionhealth.com/pricing
- Hone Health pricing: https://honehealth.com/edge/testosterone-replacement-therapy-cost/
- Forward Health failure analysis: https://www.healthcarehuddle.com/p/why-forward-health-failed-lessons-for-tech-driven-primary-care
- Bryan Johnson Immortals: https://techcrunch.com/2026/02/12/for-1-million-you-can-pay-bryan-johnson-or-bryanai-to-teach-you-how-to-live-longer/
- Empirical Health DIY analysis: https://www.empirical.health/blog/bryan-johnson-immortals-program-diy/
- Bioniq PRO: https://www.bioniq.com/products/pro
- Reset Health: https://www.resethealth.clinic/
- MDVIP membership: https://www.mdvip.com/patients/membership-overview
- Fortius Clinic: https://www.fortiusclinic.com/
- CHHP / Marylebone Health Group / WellFounded: https://wellfounded.health/
- MedAire superyacht: https://www.medaire.com/yachts
- MSOS marine: https://www.msos.org.uk/marine/superyachts
- The Estate Agency yacht medic salaries: https://theestateagency.com/finding-a-yacht-medic-position/
- Knight Frank Wealth Report 2026: https://www.knightfrank.com/wealthreport
- Stonehage Fleming family office services: https://www.stonehagefleming.com/services/family-office-1
- JTC Private Office: https://www.jtcprivateoffice.com/
- Coutts Concierge: https://www.wealthbriefing.com/html/article.php/coutts-launches-online-concierge-service
- Soho House membership: https://www.sohohouse.com/en-us/
- CQC — What is a location: https://www.cqc.org.uk/guidance-providers/registration/what-location
- CQC — Add a location: https://www.cqc.org.uk/guidance-regulation/providers/registration/provider-application-add-location
- MDDUS: https://www.mddus.com/
- The MDU: https://www.themdu.com/
- MIC Healthcare indemnity: https://m-i-c.co.uk/gps-practice/healthcare-indemnity-insurance/
- Tanita MC-780 MA P (Europe): https://tanita.co.uk/mc-780ma-p
- Tanita MC-780 MA P (Staffs Fitness): https://staffsfitness.co.uk/product/tanita-mc-780-ma-p-portable-segmental-body-composition-analyser/
- BTL EMSella spec (MNML Aesthetics listing): https://www.mnmlaesthetics.com/products/2022-btl-aesthetics-emsella-tower-chair-applicator
- BTL EMSella product overview: https://bodybybtl.com/solutions/btl-emsella
- Going Private UK — concierge GP cost guide: https://goingprivateuk.co.uk/private-gp-membership-cost-uk/
- Future Care Medical pricing guide: https://futurecaremedical.com/private-gp-appointment-cost-london-guide/
- WeCovr UK private health insurance: https://wecovr.com/guides/uk-private-hospital-pricing-the-complete-analysis/