If you've noticed an increase in concierge medical practices in the last few years, you wouldn't be alone.
This growing trend in medicine has emerged for a number of reasons. But at its core, it's because medical practitioners have a desire to provide women with the preventative and in-depth care they seek, along with the demand from women also seeking the time, care, and expertise they know they truly deserve.
Women often express frustration with the rushed, impersonal experience that can be found at traditional practices. Oftentimes, concierge practices are attractive due to their patient-centered approaches and offerings such as direct communication (some of which is after hours), same- or next-day appointments (which are likely longer in duration than at a traditional practice), custom care plans, and more.
"Everything should feel special and personal, from a blood draw, a referral to a specialist, and informed consent regarding a treatment option, to support during a cancer diagnosis and during and after cancer treatment," said Diana Bitner, MD, MSCP, FACOG, Co-founder and Chief Medical Officer, true. Women's Health, who founded her practice five years ago after seeing this gap in the traditional system. "We built true to help women have the knowledge and support to feel their best and able to age with good health."
Drs. Jana and Lara Baatenburg, sisters and Co-founders of Concierge Medicine of West Michigan, shared their motivation for starting their Ada practice.
"We started this practice so every patient can get the time, attention, and continuity of care they need to truly thrive," Dr. Jana said, adding that limiting the practice's patient load allows for a highly personalized level of care and focus. "Women have historically been underrepresented in medical research and too often have their symptoms brushed off or minimized. With our additional training in women's health—including integrative medicine and menopause management—we're able to address concerns across all stages of life with greater depth and a more individualized approach. For physicians, it's equally rewarding to practice medicine the way it was meant to be—focused on the patient, not the system."
Dr. Bitner explained that staying ahead of the knowledge curve to focus on prevention vs. putting out fires is a goal of the team at true, and that those with previously neglected conditions, such as PCOS, or overlooked phases such as cancer survivorship, will find this kind of unique care at a good concierge practice.
"Our practice goes beyond problem-based care to provide a customized care plan which supports every facet of health, from metabolic health and obesity to hormones, nutrition, mental health, primary care, and cancer survivorship," Dr. Bitner shared, acknowledging the barriers some patients may encounter with this type of model. "Some patients can easily afford the membership, but many other patients sacrifice to afford the extra fees, even if only for a year. They are desperate for answers and support, and it can be the year they turn their health around. We believe that with this novel model of healthcare, we can challenge the status quo by raising the standards of care in the community to raise the level of healthcare for all women. We also provide many free educational opportunities and community service to reach women who can not otherwise be exposed to our approach of education and support."
Concierge medicine, Dr. Lara explained, offers an approach that recognizes there's no one-size-fits-all solution.
"Health is our most important investment, yet the current healthcare system isn't designed to put patients first or provide the personalized care we truly need," Dr. Lara said. "Concierge medicine is ideal for people who want more than just the standard approach—those who prioritize their health, want to be proactive, and aim to live long and live well for years to come. It's about restoring the relationship between patient and physician so your care is shaped around you, not the system.
"You don't have to settle for rushed, one-size-fits-all care—ask questions, do your research, and find a doctor who truly fits your needs. Concierge medicine empowers you to take control of your health with a trusted partner by your side."
Written by Sarah Suydam, Managing Editor for West Michigan Woman.
This article originally appeared in the Oct/Nov '25 issue of West Michigan Woman.
