In Colombia, clinics, hospitals, and healthcare providers (IPS) are beginning to explore a model that, until recently, seemed exclusive to entertainment or technology: the subscription.
Just as we have Netflix to watch series or Spotify to listen to music, why not pay a monthly fee to access certain health services at our trusted provider, without relying solely on traditional insurance (EPS) or a prepaid medical plan?
At first glance, the concept sounds simple: the patient pays a fixed monthly fee and gets access to medical services. But upon closer inspection, it becomes clear that this model has many more layers of complexity than it first appears.
Where Does This Trend Come From?
Models like the one from IPS Primero, a new institution in Colombia, are paving the way for a different way of thinking about healthcare: one more focused on prevention, with recurring revenue and a continuous relationship with the patient. And they’re not alone. Other entities—including clinics, private hospitals, and home medical services—have started offering memberships or subscriptions that allow users to access general, mental, or preventive health services more directly, without intermediaries or delays.
The promise is clear: exclusive benefits, a closer relationship, and a smoother user experience. For the provider, this approach also offers more predictable revenue and better operational planning.
But… Is It as Simple as Slapping a Monthly Price on a Package of Services?
Absolutely not.
Offering a recurring healthcare plan is just the tip of the iceberg. Implementing a subscription model in healthcare isn’t just about changing how you bill: it’s about completely redesigning the operational, clinical, financial, and technological model.
Recurring Payment Management
You need a platform that can handle:
Automatic monthly charges.
Payment reminders and notifications.
Handling failed transactions.
Managing trial periods, late payments, renewals, cancellations, and plan changes.
Payment history
Furthermore, it must support multiple payment methods (cards, bank transfers, digital wallets, or cash) and comply with local regulations for managing financial and personal data.
Integration Between Clinical Care and Billing
In this model, the logic isn’t “I treat you, then I bill you.” Everything must be integrated from the start:
The system must identify the patient’s plan.
Which services are included and which are not.
Which procedures have an additional charge.
How this translates into cash flow and financial reports.
Without a platform that connects the clinical and financial sides, the model isn’t sustainable.
Diversity of Plans and Promotions
Not all patients want the same thing. Some are looking only for general medicine; others want comprehensive care or family coverage. This implies:
Individual, family, or corporate plans.
Coupons and promotions.
Real-time plan changes; it sounds simple, but what happens when a subscriber has credit or is only partway through the month when the change is activated? There are thousands of variables.
This requires a flexible product, rules, and pricing engine. Adapting the software you currently use for scheduling appointments is not enough.
Corporate vs. Individual Clients
Many clinics are exploring selling these plans to companies as an additional health benefit for their employees. In this case, you need to manage:
Volume-based contracts.
Company-specific reporting.
Multi-user accounts.
Service Level Agreements (SLAs) and performance metrics.
This implies a robust backend with business management tools that are not typically included in traditional healthcare systems.
Centralization and Availability of Information
For everything to work, information must be available in real time for:
Doctors.
Administrative staff.
Call center.
Billing department.
And, of course, for the patient. From their app or portal, the patient should be able to check:
Their active plan.
Appointment history.
Payment history
Beneficiaries
Next renewal date.
Medical results and reports.
All of this requires a unified, cloud-based, secure, and highly available platform.
The Opportunity is There… But Not Without Challenges
The subscription model in healthcare is a real and growing trend. The reasons are clear: it improves the patient experience, stabilizes revenue for institutions, and allows for a much more preventive approach.
But this goes far beyond simply putting a monthly price on a consultation. It requires rethinking processes, breaking away from legacy structures, and, above all, having a technological infrastructure prepared for this logic of continuous service.
Is your institution ready to offer subscription-based healthcare?
If you’re exploring this path, remember that it’s not just about offering a new service, but about adopting a new way of operating. And that starts with having the right software, processes, and mindset.