Physician NonClinical Careers with John Jurica

Psychiatry Offers One Of The Best Opportunities For Concierge Medicine - A PNC Classic from 2021

Dec 30, 2025

Dr. Brook Choulet, a concierge psychiatrist and founder of Shulay Wellness, shares her inspiring journey of launching a cash-based, high-touch psychiatry practice during her training. She discusses the unique flexibility of the concierge model, utilizing efficient systems, minimal staffing, and innovative payment methods. Brook emphasizes the importance of co-locating services for optimal patient care, her strategies for marketing, and her plans for expansion into new locations. With practical advice for aspiring independent practitioners, she encourages others to embrace entrepreneurial opportunities in medicine.

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INSIGHT

Psychiatry Suits Flexible Cash Models

Psychiatry fits concierge models because treatment frequency and visit length vary widely between patients.
An hourly fee-for-service structure gives flexibility without forcing a retainer package.

ADVICE

Automate Payments To Cut Overhead

Use integrated payment tools (e.g., Square integrated with EMR) to auto-charge services and reduce admin burden.
Provide superbills so patients can file out-of-network claims if they choose, but keep billing simple for the clinic.

ADVICE

Start With Legal And Financial Basics

Set up basic legal and financial infrastructure first: form an LLC, get a tax ID, open a bank account, and secure malpractice.
Consult an attorney and accountant early to choose the right business structure before hiring or signing leases.

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Psychiatrist Dr. Brook Choulet shares how she built a concierge psychiatry practice and wellness center in Scottsdale while still in training, creating a cash-based, high-touch alternative to traditional, insurance-driven mental health care. In this classic 2021 episode, she explains why psychiatry fits especially well with a concierge model and how she designed her practice around access, flexibility, and a better experience for patients and families.

She also walks through the practical steps she took to launch and grow the business—starting lean in executive suites, keeping overhead low, choosing an hourly fee-for-service structure, and later expanding into a larger space that combines psychiatry, therapy, aesthetics, and wellness under one roof, while sharing marketing and staffing lessons for physicians interested in a similar path.

You'll find links mentioned in the episode at nonclinicalphysicians.com/opportunities-for-concierge-medicine/