Specialty Case Study: Rheumatology
Specialty Practice Profile
Bringing Direct Care to Rheumatology
Scaling a Specialty Practice with the Freedom Practice System™
6-Month Engagement Period
Total Leads
Patients Enrolled
Conversion Rate
Revenue Generated
Attrition
The Story
This is a rheumatology-focused specialty practice that partnered with Freedom Healthworks to implement a direct care model. Unlike primary care, rheumatology presents unique challenges that most believe are incompatible with direct care.
These characteristics make growth and operations significantly more complex than a typical DPC practice. Patients are managing chronic illness, decisions take longer, and trust is critical.
The practice needed to introduce a direct care model in a specialty setting, convert patients accustomed to insurance into membership-based care, manage high patient demand while maintaining quality, and build a sustainable patient acquisition system.
1,292 calls. 361 texts. 193 emails.
All by our team — because specialty care requires more touchpoints, more education, and more trust-building.
What We Handled
Freedom Healthworks provided the full operational infrastructure for a specialty care environment.
Growth Engine
We validated market demand for specialty direct care.
- 160 leads generated in the first month alone
- Sustained 23–39 leads/month in ongoing months
- 313 total leads over the engagement period
- Proved real market demand exists for specialty direct care
Patient Sales
We handled the complex specialty conversion process.
- 1,292 total calls managed (high outbound engagement)
- 361 texts and 193 emails sent to leads
- Multi-touch, education-driven conversations
- Specialty-specific objection handling and trust-building
Operations
We kept the clinical workload sustainable despite complexity.
- 17–24 hours/week in appointments — controlled and predictable
- Chronic disease management scheduling optimized
- High-acuity patient coordination maintained
- Physician avoided burnout despite demanding specialty
Program Performance
Specialty practice data over 6-month engagement period
Monthly Lead Volume
313 total leads · strong initial spike with stable ongoing demand
Call Performance
1,292 total calls · 27-35% missed call rate
Without FH systems, this missed call rate means lost patients, lost revenue, and physician overload.
Revenue Trend
Peak month: $35,100 · Stable range: $19K–$25K/month
Customer Journey
From first inquiry to enrolled specialty patient.
Leads
generated
Enrolled
~12-15% conversion
Important Context
A 12-15% conversion rate is expected in specialty care, where patient decisions take longer, price sensitivity is higher, and clinical complexity increases friction. This is not a weakness — it's a different funnel dynamic. Each enrolled patient is higher-value and retention is stronger.
How We Moved Them Through
Specialty care requires more education, more touchpoints, and more trust-building.
Calls
high outbound engagement
Texts
sent to leads
Emails
sent to leads
1,846 total touchpoints between lead and enrollment
Revenue Impact
Revenue Generated
$35,100
peak month
$19-25K
stable monthly range
0%
patient attrition
High patient value per enrollment, recurring revenue stability, and zero attrition — the hallmarks of a well-run specialty direct care practice.
Specialty Insights
What this case study proves about direct care beyond primary care.
Specialty Care CAN Work in Direct Care
This is the biggest takeaway. Patients are willing to pay for direct access to specialty care. There is real market demand.
Conversion Takes More Touchpoints
Compared to primary care: more calls, more education, more follow-up. But the patients who convert are higher-value and more committed.
Patient Value is Higher
Even with lower conversion rates, each patient is more valuable, retention is stronger (0% attrition), and revenue is stable.
Systems Are Even More Important
Without infrastructure, demand becomes overwhelming, patients fall through the cracks, and physicians burn out. The system is what makes it work.
Key Outcomes
Leads Generated
Specialty Patients Enrolled
Revenue Generated
Patient Attrition
Calls Managed
Total Touchpoints
Key Takeaway
This case study proves something extremely important:
The Freedom Practice System™ is not limited to primary care.
It can be successfully applied to: