By Marina Capella, MD, MEd, FAAP, FABOIM
One of the most impactful lessons I’ve taken away from my MBA marketing course is this: customers buy benefits, not features.
It’s a simple concept, but it has profound implications for how we communicate the value of our direct primary care (DPC) pediatric practices. Too often, we lean heavily on the list of features we offer—longer visits, direct messaging, simple pricing. And while those features are important, they don’t always speak to the heart of what parents are truly looking for when choosing a pediatrician for their child.
Parents aren’t just shopping for a service. They’re seeking solutions to emotional and relational needs. They want to feel supported, respected, empowered, and heard. They want to trust that when something’s wrong, they’ll have someone in their corner—someone who knows their child and will show up for them. They want peace of mind.
Let’s look at how this concept plays out in the everyday ways we describe our DPC practices.
From Features to Benefits: What Parents Actually Hear
- Feature: “We offer direct text access to the pediatrician.”
- Benefit: You’ll never be stuck waiting on hold when you’re worried about your child. You can reach out and get timely reassurance or guidance—often in minutes. That reduces anxiety and builds trust.
- Feature: “We have 60-minute well visits.”
- Benefit: You’ll finally have time to talk about everything on your mind—without feeling rushed. Whether it’s feeding concerns, school stress, or your child’s unique temperament, we make space for real conversations that deepen your relationship with your pediatrician over time.
- Feature: “We guarantee same-day or next-day sick visits.”
- Benefit: You won’t have to scramble or take your child to urgent care when they spike a fever. You’ll know exactly who to call, and you’ll be seen quickly by someone who already knows your child’s medical history.
- Feature: “You pay a flat monthly membership fee.”
- Benefit: No surprise bills. No confusing insurance statements. You can budget confidently and know that all your visits and communication are covered. That’s one less thing to worry about.
- Feature: “We cap our patient panel to keep it small.”
- Benefit: Your child won’t get lost in the system. In a smaller practice, we remember your family. We can spot patterns, follow up personally, and make decisions based on relationships—not just records.
Why This Matters in Marketing (and in Practice)
As pediatricians, it’s easy to think the value of what we offer is self-evident. Of course it’s amazing to have longer visits! Of course it’s better to message directly instead of going through layers of front-desk staff!
But for someone outside the DPC world—especially a parent used to traditional fee-for-service care—the emotional payoff of those features may not be obvious. That’s why it’s our job to translate the technical into the tangible.
Consider the parent of a medically complex child who is constantly juggling referrals, phone calls, and fragmented records. What they need isn’t just “care coordination”—they want relief. They want one doctor who helps them feel less alone in the chaos. That’s the benefit.
Or think about a new parent dealing with postpartum anxiety. The benefit of quick, direct access to you isn’t just convenience. It’s reassurance that they’re not failing as a parent. It’s confidence that they can get help before things spiral. That emotional resonance is what turns interest into enrollment.
Bringing Benefits Into Your Messaging
Here are a few ways to start shifting from feature-based to benefit-based communication:
Start with your website and social media. Wherever you describe what your practice offers, ask yourself, Why does this matter to a parent? Then write that part down too.
Practice storytelling. Instead of saying “we offer longer visits,” tell a story: “One mom recently told me that for the first time, she left a doctor’s appointment feeling heard, supported, and calm. That’s what happens when we don’t rush care.”
Listen to what your current patients value. Ask: What made you choose our practice? What do you find most helpful? Often, their answers will point you straight to the benefits that resonate with others.
Test your message with someone outside of medicine. If they respond emotionally—“Wow, I would love that”—you’re speaking in benefits. If they say “What does that mean?”—you’re probably still talking in features.
The Bottom Line
In DPC, we’re not just selling access or appointment slots—we’re offering a different experience of pediatric care. One rooted in connection, trust, responsiveness, and respect. When we lead with those benefits, we not only attract more of the right-fit families—we also deepen the commitment and satisfaction of the patients we already serve.
So next time you’re writing a post, speaking to a potential member, or updating your website, ask yourself: Am I describing a feature—or the feeling behind it? Because that feeling is what truly matters.
