What if your doctor’s goal wasn’t just to keep you from getting sick, but to help you feel your absolute best?
This question sits in the heart of Dr. Barry Rotman’s vision. Rotman, founder of Banner Peak Health, believes medicine is undergoing its most exciting transformation, shifting from a model of disease management to one of human optimization.
As a physician for over 35 years, Rotman grew disillusioned with the constraints of traditional, insurance-driven healthcare.
In 2007, he founded his own concierge practice to reclaim the patient-doctor relationship, the first step towards what he now calls "Concierge Medicine 2.0."
"What I like about the job right now is basically creativity and newness," Rotman explains. "I feel like I could be intellectually leading in what we do with technology and the kind of care we provide for patients."
This is embodied in the "Outperform" program, a philosophy that shatters the conventional belief that health is merely the absence of illness.
The program’s potential is rooted in its funding model. Because Banner Peak Health is funded by patients, not insurance companies, it is freed from the diagnostic codes that tether traditional care to disease.
"He who pays the piper, picks the tune," says Rotman. "With that funding model, we can get rid of all those constraints and really focus on what are the health care needs of the patients."
Outperform focuses on optimizing a patient's potential across eight key pillars, including metabolic health and community engagement.
A key tool is the "Metric Driven Empowerment Cycle," enabling patients to become active participants in their own health.
"The classic (one) that we use is something called the continuous glucose monitor," Rotman says.
He explains that the monitor reveals how a favorite dessert affected his blood sugar, depending on the timing – a level of personalized insight unavailable in a standard appointment.
This approach is central to the "Fit Aging" pillar, where the practice utilizes tools such as the InBody scanner to analyze body composition.
"The concept of weight is passe," Rotman notes. "The more muscle mass and strength you bring to the aging process, the more successful you will be."
This enables the team at Banner Peak Health to diagnose and treat age-related muscle loss, a condition frequently overlooked in traditional care.
The practice also uses groundbreaking screening tools, such as the Galleri blood test, which can detect more than 50 types of cancer.
"It's beyond a game changer,” Rotman says.
Although it is relatively new and not yet covered by insurance, Rotman believes in providing "the level of care you would want for yourself or your family."
This commitment is clear from the start, where patients undergo a comprehensive 90-minute intake, followed by a collaboratively designed action plan.
Rotman acknowledges that this in-depth, time-intensive process is a “one-way street.”
“Once you have experienced this, you will never be able to go back,” he says.
Now, as part of a multi-physician group, Rotman sees this collaborative spirit as the true strength of modern concierge care.
He is energized by blending the best of traditional medicine with new technology, all to help patients not just live longer, but to live better.
For Rotman, the most exciting part of his job is building a future, one where healthcare is a creative and empowering partnership, dedicated to helping every patient outperform their own expectations.