Alexa Torres

Episode 41 - AI, Branding, and Your First Patiets: DPC Marketing in 2026

DPC| Primary Care| DPC Podcast| DPC Marketing
June 01, 2026•2 min read

Today I'm sitting down with Alexa Torres of Care Identity, a brand and web designer who has spent close to a decade working specifically with Direct Primary Care physicians. Alexa has built over 100 DPC websites and cash pay practice brands, and she has more clarity about how DPC docs actually attract patients than almost anyone I've talked to. We get into niching down, why in-person networking is still the fastest way to grow, the psychology behind a buyer who visited her site 52 times before purchasing, and the AI twin work she's been doing for her own brand and her clients. If you're early stage and feeling like your marketing isn’t working, this is the conversation you need to hear.

IN THIS EPISODE

  • Why niching down tripled Alexa's business and what that looks like for a DPC practice

  • The hill Alexa will die on: in-person connection is still the fastest way to grow a DPC practice

  • The 52-touchpoint story: what one buyer's journey teaches us about patience and online content

  • Sales as a service: how I think about leading with patient pain points instead of DPC features

  • How Alexa is using an AI twin to create on-brand content without burning out on photo shoots

ABOUT THE GUEST

Business: Care Identity (DPC brand and web design)

Focus: Brand identity, websites, and marketing for DPC physicians

Track Record: Over 100 DPC and cash pay practice websites

Years in DPC: Close to 10 years working with DPC practices

CONNECT WITH ALEXA

Care Identity : www.careid.us

Klinishen’s Atelier : https://www.theklinishensatelier.com/

I Need Patients Yesterday: https://www.theklinishensatelier.shop/aitwin/

Create Your AI Twin: https://www.theklinishensatelier.shop/inpy/

ENJOY THIS EPISODE?

  • Leave a review on Apple Podcasts or Spotify

  • Share with any DPC physician who feels stuck on the marketing side of building their practice

  • Subscribe so you don't miss the next episode on automations and using AI in your workflows


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Dr. Gonzalez was born in NYC, but grew up in Virginia. She graduated from the University of Virginia and Eastern Virginia Medical School before completing her Family Medicine residency and Geriatrics Fellowship in 2002 at USC in Columbia, SC. She worked in Morganton, NC for 5 years at Burke Primary Care. After that, she headed the Primary Care Department at A Woman's View for 13 years and taught part time at the Geriatrics Fellowship in Morganton. She appreciates the privilege of working with her patients to improve their health, independence, and quality of life. She is Board Certified in Family Medicine and has a Certificate of Added Qualification in Geriatrics.

Anne Gonzalez

Dr. Gonzalez was born in NYC, but grew up in Virginia. She graduated from the University of Virginia and Eastern Virginia Medical School before completing her Family Medicine residency and Geriatrics Fellowship in 2002 at USC in Columbia, SC. She worked in Morganton, NC for 5 years at Burke Primary Care. After that, she headed the Primary Care Department at A Woman's View for 13 years and taught part time at the Geriatrics Fellowship in Morganton. She appreciates the privilege of working with her patients to improve their health, independence, and quality of life. She is Board Certified in Family Medicine and has a Certificate of Added Qualification in Geriatrics.

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