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By Andrew Hertz, MD | Co-Founder & President, Zest Pediatric Network At Zest Pediatric Network, our mission is simple and urgent: Saving Pediatrics. Not just for the doctors who have dedicated their careers to children’s health — but also for the families who depend on them. This bold mission is why, for the second consecutive […]

If you’ve ever wondered why some people will wait in the Costco gas line for 20 minutes to save $2.00 while others won’t blink at a $4.19/gallon price tag at the most convenient gas station, you’re already thinking about price elasticity—whether you realize it or not. What Is Price Elasticity? Price elasticity is a fancy

Setting prices for your pediatric DPC practice can feel both daunting and deeply personal. Unlike traditional fee-for-service medicine where insurers dictate reimbursement, in DPC we have both the freedom and responsibility to decide what our services are worth. That freedom is powerful, but it can also feel overwhelming when you’re starting out or adjusting your

I still remember walking into the breakroom of a busy local Ob/Gyn clinic, arms full of catered lunch trays and a stack of carefully designed brochures. I’d spent over $300 on lunch, plus more on custom business cards and printed materials. The staff, nurses, and physicians were polite, even enthusiastic. They asked good questions. They

One of the most powerful exercises you can do as you design or refine your DPC pediatric practice is to create an avatar of your ideal patient and family. This is more than a marketing tactic—it’s a compass for every decision you’ll make as you build and sustain your practice. By clarifying who you most

By Marina Capella, MD I recall the crisp, fall day in October when I officially opened my practice. I had spent a few months doing all the “right” things on the DPC startup checklist – registering my business, creating a website, getting my business license, decorating my space, setting up my lab, and so on.

In business strategy, one of the cornerstones of long-term success is creating a model that competitors cannot easily imitate. The more inimitable your practice is, the more sustainable your advantage becomes. For pediatricians in direct primary care (DPC), the challenge is balancing two opposing needs: you want your practice to be unique enough that it

A few years into running a DPC practice, almost every pediatrician has the same moment. You’re no longer just covering rent and payroll. You’re paying yourself consistently. The practice checking account doesn’t feel fragile anymore. And suddenly your CPA says, “It might be time to consider an S-corp election.” That suggestion alone can create confusion,

In my corporate strategy course with Professor Todd Zenger, we explored what makes for a good corporate theory—that is, the set of ideas that helps a company create and capture value over time. Zenger argued that any enduring corporate strategy must be grounded in three key features: insight, foresight, and cross-sight. While these principles are

I often tell parents that children possess an extraordinary internal world—a landscape where imagination is both vivid and powerful. And every so often, I am reminded just how much we adults can learn from them. Not long ago, I met a seven-year-old girl I’ll call Sarah. She had lived most of her young life under