The Sandler DPC Advantage:
Grow Your Membership Your Way
6 Month Course
January - June 2026
Click Here to Register
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Tired of spending extra time explaining the DPC model, only to have prospects disappear without a word?
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Frustrated by patients who say they "love the idea" but never follow through and join?
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Struggling to explain your pricing without getting blank stares or sticker shock?
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Avoiding follow-ups because you don't want to seem pushy?
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Knowing your care changes lives - but struggling to confidently communicate your value?
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Feeling pressure to "sell" - when that's not why you became a doctor?
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Having awkward conversations about value with people who compare your care to a 7-minute insurance-based visit?
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Wishing more people understood that your practice is not concierge care for the ultra-wealthy?
Sandler's psychology-backed methodology is unique
The Sandler content and communication platform is based on human psychology, supported by behavioral science. The system provides DPC physicians (or others within the practice) the skills, tools, and common language required to control the sales process and drive membership growth.
The format will include:
- Live virtual content delivered on the 2nd and 4th Tuesday at 6pm Eastern Time
- Playbooks and tools customized for DPC Physicians
- 24/7 Access to the Learning Management System Learning Portal and MS Teams channel
- A DISC Assessment , this simple behavioral model helps you understand your communication style, quickly read others, and adapt your approach to build better connections. (Each participant will receiver their personal DISC profile.)
- One-to-one coaching sessions (as requested)
- Option to attend other cohort training (Sales and/or Management Training)
6-Month Sandler Training Program Built for the Direct Primary Care Physician Model
Total Investment Per Practice
| Participants | Price per DPC Practice* |
| 1 -4 | $3,000 |
| 5 - 9 | $2,800 |
| 10 - 14 | $2,600 |
| 15 - 19 | $2,400 |
| 20+ | $2,200 |
- $1,500 due at time of registration
- Class will be limited to 20 participants
Purpose of the Program
To equip DPC physicians and advanced practice providers with the tools and mindset to confidently grow their practice, communicate their value, and increase patient enrollment—without feeling pushy or salesy.
What You'll Walk Away With
- Clarity around how to talk about cost, value, and the DPC model without fear, guilt or apology
- Confidence to handle tough conversations and patient objections so every concern expressed becomes a step forward, not a barrier
- A repeatable process for patient enrollment that feels natural and aligned with your mission - built on trust, not pressure
- Communication strategies and a framework that lets you sell without selling.
- Tools to foster practice growth through word-of-mouth, referrals, and better communication
Facilitated by Colleen Watson, Sales Coach for Mission-Driven Professionals
Colleen Watson is the founder of Sandler by Colleen Watson Inc., and a transformative force in sales. After leading national sales teams at Experian Health, Change Healthcare, and TransUnion Healthcare, she now empowers mission-driven healthcare professionals across the country to grow without compromising their values.
While Colleen supports clients from a wide range of fields, this course is specifically tailored for direct primary care physicians. Drawing from the proven Sandler Selling System, she helps DPC doctors master the skills to confidently communicate their value, navigate objections with ease, and grow their practice through genuine, trust-based conversations.
This training isn’t about scripts or slick closes. It’s about helping physicians enroll more ideal patients by staying true to their mission and values. The outcome? A thriving DPC practice built on clarity, consistency, and meaningful patient connections.
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