A Dog-Eat-Dog Business, Part 7

When a travel insurer sent me to the Airport Marriott, I remembered that the hotel hadn’t called in a year, so I decided to reintroduce myself.

“We don’t have a doctor,” said the lady in the security office.

“I’ve made hundreds of visits.”

“I never called you,” she insisted. She summoned a nearby officer who agreed that no one knew about a hotel doctor. She accepted my card and put it in a drawer.

My next stop was the concierge desk, but it was vacant. When times are tough, concierges are the first employees to go.

The front desk clerks agreed that having a hotel doctor was a wonderful idea and thanked me for my cards.

“I guess no one’s been sick,” said the bellman cheerfully when I queried him. I had no doubt that whatever doctor he called tipped him $20 or $30 or $50 for the referral. This is illegal but a common practice. The bellman thanked me for my card and put it in a drawer.

If you assume that general managers hate choosing a doctor on the basis of his kickback, you’d be right. Sometimes. When I informed the GM of the Westin, he took action. When I informed the GM of the Beverly Hills Hotel he merely passed my letter on to the chief concierge who phoned to announce that I need expect no calls from the Beverly Hills hotel.

Sick guests often call the operator, so I dialed the Marriott’s number.

“Hi, Doctor Oppenheim. It’s been a long time.”

That was a pleasant surprise. The operator explained that she had worked there for twenty years and spoken to me many times. She admitted that the hotel had no policy on doctors nor was any name in their directory. She would be happy to take down my number and pass it around. 

I left feeling pleased with myself because I hardly ever market myself to employees. I continue to make the occasional visit to the Marriott but always at the request of a travel insurer. The hotel itself remains silent.

A Dog-Eat-Dog Business, Part 6

People ask what sort of contract I have with hotels. The answer is none. Staff call because I’m easy to reach and quick to respond. Once they’ve called a few times, they’re not inclined to change.

But hotel doctoring is a glamorous occupation, so plenty of doctors yearn to break in.

How can they do this? Guests who want help ask a concierge, desk clerk, operator, or bellman. You might think that they’re given the name of the house doctor, but there is often no such person. Except in luxury hotels, selecting a doctor is not a priority, so the choice may be up to the employee.

This is no secret, so entrepreneurial doctors know who to approach. But how can he phrase a sales pitch? Proclaiming that he is caring, compassionate, and skilled sounds creepy. Doctor web sites and housecall agencies always proclaim this, but you should be skeptical. I’ve worked for dozens; they may check my license and malpractice history but never my competence.

The new doctor might offer to charge less, but he never does. The free market doesn’t apply to a medical fee, and hotels don’t care about it.

So what’s left? Services selling to a hotel (florists, tours, masseurs, limousines) often pay a kickback, and there is a long tradition of hotel doctors doing the same. It’s illegal for a doctor to pay for a referral, and I hasten to admit that I have no evidence that anyone is doing that, but when I start hearing “have you forgotten something?....” hints from bellmen et al, I wonder if a new competitor is making the rounds.

A Dog-Eat-Dog Business, Part 5

I was attending a guest at Le Mondrian when there was a knock. The guest was not dressed, so I opened the door to find myself eye-to-eye with another doctor. I recognized him as one of the new concierge physicians eager to serve hotels, including mine.

Hotels occasionally summon a second doctor when the first is slow arriving. The sight of this doctor meant that Le Mondrian had called him first, unsettling news.

“Looks like a communications slip-up,” he said cheerfully. “It’s nobody’s fault,” he added. “But it’s only fair, since we both made the trip, that we split the fee.”

I closed the door in his face and went back to work. When I returned to the lobby, the concierge apologized for the mix up, blaming the impatient guest.

She handed me an envelope. A few luxury hotels prefer paying me directly and adding it to the guest’s bill. When I counted the money later, I saw it was too little. She had given half to the other doctor. If she hadn’t, I realized, she wouldn’t have received her referral fee.

A Dog-Eat-Dog Business, Part 4

Danielle, chief concierge of the Ritz-Carlton, calls when her allergies are acting up, but this wasn’t the reason. It was an awkward situation, she explained, but she hoped I’d understand. A guest has complained, I thought. I racked my brain to think who it might be.

If it were up to her, she added, I would be the Ritz-Carlton’s doctor no matter what. Unfortunately, other concierges were putting pressure on her. Another hotel doctor had approached, offering thirty dollars for every referral. She had brushed him off, but her colleagues objected. They reminded her that vendors who want a hotel’s business (limousine services, tours, florists, masseurs) routinely tip the concierges. Why should doctors be exempt?

Here’s a suggestion, she said. Why didn’t I simply match his offer?

I told her that I’m happy to provide free care to hotel staff, but it’s unethical for a doctor to pay for a referral. It’s also illegal. No problem, she assured me. I would still be the Ritz-Carlton’s doctor.

Danielle might continue to call, but I’m less certain about her colleagues.

This exchange reminded me that I hadn’t written the California Medical Board in a few years, so I sent off another letter complaining about other hotel doctors paying referral fees. I’ve sent several. The board is legally obligated to respond to every complaint, and it duly responded, assuring me that it was aware of the problem.

It has never taken action, probably because the Medical Board gives priority to protecting patients from doctors. It shows less interest in protecting doctors from each other.

Nearing the End of the Road

I have never denied being America’s most successful hotel doctor. No one has made as many visits – over 18,000 -- or works at it exclusively. All others do it as a sideline.

Yet time is passing. I’m not the only Los Angeles hotel doctor collecting social security. A new generation is muscling in, displaying the energy of youth, fierce marketing skills, and a priceless absence of ethics. All are concierge doctors, building cash-only practices that serve patients willing to pay to have a physician at their beck and call.

Even in Los Angeles, such patients are a limited resource, so concierge doctors have cast an eye on hotels, a major source of cash-payers.

“I guess no one’s been sick,” is the lie I hear when an employee explains why her hotel isn’t calling. I’ve been hearing it lately.

Partly it’s because my field is consolidating. National housecall services are expanding, and almost all use me. This is no news to my competitors, but marketing to these services presents difficulties for a concierge doctor.

One obstacle is their spectacular fees: double, triple, or quadruple mine. This may strike you as terrible business practice, but it’s no problem with hotels. Hotels don’t care what a doctor charges unless guests complain. They rarely do.

In addition, when concierge doctors introduce themselves to a hotel employee, extol their virtues, and offer an amenity for every referral, they have a receptive audience. It’s illegal for a doctor to pay for a referral, but no one is complaining. 

On the bright side, concierge doctors are young and busy. Immediate 24-hour service is their mantra, but providing it is impossible for anyone with a practice and social life. My leisure activities are reading and writing.

The result is that concierge doctors ask my help regularly. They send me to their patients who are increasingly guests at my hotels and those of competitors. When I retire, it won’t be because business is declining. 

A Dog-Eat-Dog Business, Part 2

“Doctor Lusman is out of town. Could you speak to a guest at the Fairmont?”

That was a jolt. Lusman was an ambitious young doctor who had phoned months earlier to introduce himself and offer to cover my hotels when I wanted to get away. I declined but suspected he was poaching. For Lusman to instruct his answering service to send me to one of my regulars showed immense gall or perhaps immense confidence.

In private practice it’s unethical to solicit another physician’s patients, but hotels are a grey area. Established hotel doctors who want to remain on friendly terms do not step on each other’s toes. I had made hundreds of visits to the Fairmont.

After the visit, I stopped by the concierge desk to mention that a guest had called another doctor.

Her eyes widened. “Gosh, I don’t know what happened, Doctor Oppenheim. The guest never talked to me.”

I felt better. Maybe it was an innocent mistake. This feeling lasted until I passed the front desk, and a bellman called out.

“Doctor! My name is Andre. I’m glad to meet you.” He hurried over, holding out his hand; we shook. “It was me that called you for the guest. Is he doing OK?”  I knew what this meant.

“Who do you think I am?”

The bellman cocked his head. “Aren’t you Doctor Lusman? People say I should call Doctor Lusman.”

“I’m Doctor Oppenheim, the hotel’s doctor.”

He looked confused. “Where’s Doctor Lusman?”

“He’s not available. You should call me in the future.” I walked away, pleased at frustrating the bellman who clearly expected a payoff. Bellmen were hopeless, I told myself. Concierges were the key to a hotel’s loyalty, and it looked liked they were still in my corner.

But this happened some time ago, and I haven’t heard from the Fairmont since. 

I Get Letters

In my dreams, agents write, suggesting a book, perhaps entitled “Hotel Doctor to the Stars.” So far these haven’t arrived, but physicians occasionally E-mail me. They want to know how to become a hotel doctor.

I advise them to (1) let local hotels know they’re available and (2) wait. It helps if (3) there’s no competition. That worked for me although I began in 1983 and it wasn’t until 1992 when my yearly visits passed 1,000, and I quit other jobs to become a fulltime hotel doctor. By then others were entering the field, so newer doctors will wait longer.

My only advertising is a dignified letter to general managers three or four times a year. Aggressive competitors who extol their services to desk clerks and concierges often take over my regular hotels, at least temporarily, but it didn’t work when I tried it. At better hotels, employees are nice to everyone, so they listened intently, eagerly accepted my business card, and promised to keep me in mind. The first few times, I left feeling pleased with myself, but calls never followed. At cheap hotels and motels, staff seemed mystified at the concept of calling a hotel doctor. No one ever got sick, they insisted.

It’s possible I was missing the key inducement: money. Paying a bellman, desk clerk, or concierge “referral fee” has a long tradition in hotel doctoring. It’s illegal, and all my competitors condemn the practice, but I suspect it happens.

Goodbye to the Shangri-La

“I’m not calling for a guest,” explained a desk clerk from the Shangri-La in Santa Monica. “I have a question…. In your arrangement with hotels, do you ever pay anything when we call?”

“That’s illegal,” I said. “I’m happy to give employees free medical care, but it’s against the law for a doctor to pay to get a patient.”

“Is that so? Are you sure?”

“Google it. It’s called a referral fee; it’s unethical and also against the law in California. If you use a doctor who’s breaking one law, what other laws might he break?....”  

“Oh, this is just for our own information. I appreciate your help, doctor. Thanks.”

Goodbye to the Shangri-La, I said to myself after she hung up. I’ve been going there since 1985, but the Shangri-La is not large. Since I give plenty of free phone advice, months may pass before I make an appearance, so most employees have never seen me. I don’t market myself, and most general managers leave the choice of a doctor up to the employee, so I regularly lose hotels when a competitor offers his services with the promise of a referral fee.

Sometimes, often years later, they return. Google “Doctor Jules M. Lusman.” He took a number of hotels away from me, but I regained them.    

Good News. Or Maybe Not.

2 a.m. calls rarely thrill me, but this was from the Beverly West, a boutique hotel that never calls. Happily, I threw on my suit and drove off. Traffic was light. Parking was easy.

Afterward I introduced myself to the desk clerk.

“I remember you from the Beverly Garland,” he said. “I’ve only been here two months.”

It’s flattering that employees continue to call when they change hotels, but it also meant that the Beverly West was probably not switching doctors.

“So you got my number from the Beverly Garland?”

He shook his head. “You’re on the computer. I picked you because the name was familiar.”

That was good news. Sort of. I’m probably on every hotel’s computer.

As the wee-hour desk clerk, he had little contact with veteran employees, but they would soon clue him in. After caring for a guest, the Beverly West’s regular doctor gives a “referral fee” to the employee that called. This is illegal but a hotel doctor tradition as well as a superb marketing tool.  

The Most Deeply Compassionate Physician

I’m an early riser, so the 5:30 a.m. phone call last week found me at my computer writing this blog. The caller was Le Montage, a luxury hotel in Beverly Hills.

It was a perfect time. Wilshire Boulevard was deserted. The hotel was three miles away. I could park on the street. Guests during the small hours are particularly grateful. I was home in time for breakfast.

My last visit to Le Montage occurred several months ago. The call arrived at 3 a.m.

That I am Los Angeles’ leading hotel doctor is beyond doubt, but I have never dominated the elite establishments (Bel Air, Four Seasons, Beverly Wilshire, L’Hermitage, Peninsula, Beverly Hills Hotel). These already had doctors when I began in 1983.

After a few decades, some took notice, and I often covered for their doctors, but nowadays when these hotels call, it’s generally during the wee hours.

I suspect this is because a new generation came on the scene a few years ago including several young aggressive doctors building a concierge practice. Concierge doctors offer an exclusive personal service, but they accept only cash. They have no interest in Hiltons, Ramadas, Holiday Inns et al whose middle-class guests might object to the fees, but luxury hotels are a different matter. They solicited with considerable success.

“Do you think they're paying off the concierges and bellman?” asked a veteran colleague when the subject came up.

"They wouldn't stoop to that," I responded. It's illegal. I’ve met several of these doctors, and they seem personable. Check their web sites (google “Los Angeles house call doctor”). All describe themselves as skilled and deeply compassionate. Read their testimonials or the Yelp comments. Unanimous praise.

When these physicians introduce themselves to bellmen and concierges, they undoubtedly emphasize their skill and deep compassion. Who would not be impressed?

As midnight approaches, bellmen and concierges go home. The skeleton night staff has never encountered these exceptional physicians, so when a guest falls ill, they call Doctor Oppenheim.