As Some States Brace For Next Lockdown, The Fashion And Celebrity Set Embrace Luxury Healthcare

The concept of luxury has been on shifting sands for some time but the era of COVID has redefined it completely, particularly for the fashion and Hollywood set. With the Los Angeles and New York social scenes effectively in quarantine, it’s not the latest it-bag or see-and-be-seen restaurant trendsetters, celebrities and influencers are taking to, it’s healthcare—luxury’s last frontier.

In this emerging space, luxury is created through a nuanced combination of access and availability combined with touchpoints that reflect discernment and thoughtfulness to deliver a practical-yet-unparalleled experience. 

Members-only private ER and medical concierge service, Sollis Health, is leading the charge in this highly-experiential arena where Chuck Close artwork hangs on the walls and instead of US Weekly, it’s the Paris Review members are enjoying. More importantly, Sollis Health offers its clients what the taxed healthcare system in the US fails to—immediacy and advocacy.

Amongst its membership are A-list celebrities like Sienna Miller, Frieda Pinto, and Chris Rock, the last of which is so passionate about Sollis’s mission he publicly donated to their PPE drive earlier this year. Fashion stars like Julia von Boehm and Chelsea Leyland have also joined. Sollis Health’s boldfaced membership should hardly be a surprise as the medical concierge service was co-founded by Dr. Bernard Kruger, a 30-year staple of the Upper East Side medical community and doctor to Ben Stiller, Sting, Ralph Lauren and Bono. 

A 24-hour medical center with locations in New York City, the Hamptons, and now, Beverly Hills, Sollis Health’s facilities are everything one would expect of a luxury emergency room and medical center. 

Quantitatively, they are staffed with ER physicians and equipped with advanced diagnostic imaging capabilities such as MRI, CT, Ultrasound and X-ray scans, as well as a comprehensive lab all onsite. Their members appreciate zero wait times to see a doctor upon arrival as compared to the national average ER wait time of more than an hour and a half to get into a room, two and a quarter hours until being discharged, and a 54-minute wait for pain medication if a patient enters an ER with a broken bone or similar injury. The convenience factor is upped through its house call service which makes up 50% of Sollis Health’s volume according to the company’s Chief Commercial Officer, Sabine Heller. 

“I was exposed to COVID and somebody came to the house to test me and my children,” explains celebrity stylist and InStyle Magazine’s Fashion Director, Julia von Boehm. “Which is why I subscribed. Because I feel reticent to take my children into an overcrowded place to see a doctor or get tested and I find it less stressful to go into a small clinic. I also find it very practical they have a lot of things on the spot, like tests or scans, things you usually have to do through referrals.”

Sollis Health prides themselves in the ability to offer their members incomparable access to top medical providers and specialists in the country, bypassing waitlists and lengthy referral processes that hinder quick and easy access to doctors when in need.

When actor Frieda Pinto was looking for medical support while shooting a film in New Mexico, she called upon her Sollis Health membership. 

“I needed a doctor and I wasn’t familiar with the area at all, so I called Sollis,” Pinto says in an e-mail interview. “The care navigation team put me in touch with a local, and pretty fantastic, doctor who I must say has easily become my favorite doctor ever. It’s just one of the ways that I’ve felt very taken care of and supported as a member where they were able to match my needs perfectly.” 

Qualitatively, Sollis Health creates value beyond its medical offering by coupling its services with an attention to detail that provides its discerning clientele with a next-level medical experience.

“Our design teams have sourced medical-grade earth-tone fabrics for furniture, beautiful non-porous stone materials for counters, and cleanable matte wood grain floors and cabinetry to create a more welcoming and luxury space while maximizing hygiene,” co-founder, Ben Kruger, tells Forbes. “Additionally, Sollis spatial design maximizes efficiency for the movement of our medical teams and patients while ensuring privacy throughout the visit. This commitment to both quality medicine and hospitality is what defines the Sollis experience.”

The co-founders are collectors of contemporary art and also count gallerists and artists as patients and friends, giving Sollis Health access to the pieces on display at its facilities.

“Our design teams have sourced medical-grade earth-tone fabrics for furniture, beautiful non-porous stone materials for counters, and cleanable matte wood grain floors and cabinetry to create a more welcoming and luxury space while maximizing hygiene,” co-founder, Ben Kruger, tells Forbes. “Additionally, Sollis spatial design maximizes efficiency for the movement of our medical teams and patients while ensuring privacy throughout the visit. This commitment to both quality medicine and hospitality is what defines the Sollis experience.”

The co-founders are collectors of contemporary art and also count gallerists and artists as patients and friends, giving Sollis Health access to the pieces on display at its facilities.

“Beyond adding to the aesthetic of our spaces, from a brand standpoint, the thoughtfulness that goes into curating art reflects the thoughtfulness and attention to detail that goes into the individualized medical care we provide to our members,” Kruger says.

In addition to blue-chip art and The Paris Review, members can expect comfortable changing rooms, a menu that boasts Kombucha-on-tap and Pellegrino, and free stuffed animals for kids to take home. Members are also provided with Amex Platinum-like benefits from ultra stylish independent businesses around the globe including, House of Waris Tea, pajamas from Desmond and Dempsey, plant-based meals from Sakara Life, among others. 

Sollis Health’s influence amongst the in-the-know crowd has drawn the attention of luxury real-estate developers like JD Carlisle Development, who have invested in concierge medicine and is offering a complimentary Sollis membership to buyers in its new premium luxury building in NoMad, Madison House.

“Buyers today want to live in buildings that help them live a healthy and well-rounded life,” says Jurg Rehbein, partner and CMO at JD Carlisle. “Providing homebuyers with the service shows our commitment to them and their comfort, safety and health. It is a thoughtful service that buyers have appreciated, giving them some peace of mind in these uncertain times.”

Meanwhile in Los Angeles, the super-exclusive social club, San Vicente Bungalows, offers its guests discounts on a Sollis membership, which run $3K for under-45 members, $5K for over-45 members, and family plans offered at a discount. The base membership includes unlimited doctor and telemedicine visits at all 24/7 medical centers, blood work, patient advocacy, specialist access, care navigation and Covid testing and care. 

It’s been their response to COVID that has cemented its place with its members as testing was available to Sollis Health months before it was available to the general public. Not only were they among the first in the medical community to have the test, but they also offered it (and continue to offer it) at no charge to members. 

As for the members who did become infected with the virus, Sollis Health’s at-home COVID management system—which includes remote monitoring of oxygen levels, oxygen support and imaging, and patient advocacy when hospital visits were required—kept patients’ hospitalization and mortality rates at numbers far less than Manhattan community averages. When it comes to those averages, however, Sollis Health attempts to support the local community’s healthcare needs by doing consistent work with undocumented immigrant communities including hosting a free healthcare clinic, providing health screenings, and providing inoculations to those who are most at risk because they fear deportation. 

“Of course I am not oblivious to the fact my privilege affords me such services,” says Pinto in this regard. “So when I further learned Sollis offers free health care to the undocumented immigrant community in New York, I was even more impressed by this company and was super happy to join as a member.”

Now, with a COVID vaccine on the horizon, it begs the question: Will Sollis have it first, attracting new members in droves? Possibly. “We’ve been proactive around Covid care from the onset, with 24-hour turnaround times for testing and a robust care protocol. Now, we are closely tracking vaccine developments, so that we can help provide the appropriate treatment as soon as it becomes available,” says Sollis co-founder Andrew Olanow.

“Health and wellness are the new luxuries at this moment as we have to invest in health more. For now, people realize that,” says von Boehm. “I would rather buy one less dress and use the money to invest in Sollis.”

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