Part 3: The Aldi Cult — Turning Value Into Community (Without Getting Weird)
There are Facebook groups. Subreddits. Inside jokes. People post their “finds” like they’re sharing treasure from a secret society. They wear Aldi shirts. They talk about “the hunt.”
This is the part most industries miss: value gets people in the door, but identity keeps them coming back.
And DPC can learn from that—because direct care, at its best, naturally creates the kind of loyalty that insurance-based systems struggle to earn.
People don’t share “health care.” They share wins.
Nobody posts online: “Had a normal primary care visit today. Very standard.”
But they will share:
- “My doctor texted me back in 10 minutes.”
- “I got a same-day visit.”
- “My labs were $18 instead of $180.”
- “They actually listened.”
- “No surprise bill.”
Those are “Aldi finds”—the moments that feel like cheating the system in a fair way.
Direct care should intentionally collect and amplify these stories (with patient permission), because they translate the abstract benefits into something tangible.
The “middle aisle” idea for DPC
Aldi has its core goods, but it also has a rotating middle aisle of unexpected, often delightful items. It adds novelty without changing the mission.
DPC can do a version of this without bloating operations:
- seasonal health weeks: school physicals, sports check-ins, travel prep
- limited-time clinics: vaccine day, skin check day, menopause Q&A night
- partner pop-ins: PT evals, dietitian office hours, behavioral health consult blocks
- prevention challenges: blood pressure month, sleep reset, “walk 10 minutes daily”
The goal isn’t gimmicks. The goal is giving members little moments of “this is why I’m here.”
Create simple rituals and shared language
Aldi has iconic quirks (the cart quarter, the aisle of shame). DPC can build its own identity signals—subtle, not cringe.
Examples:
- “Text us anytime.” (and mean it)
- “Price first.” (before the lab, before the procedure)
- “No surprise bills.” (and reinforce it regularly)
- “We’re direct.” (simple explanations, simple next steps)
These phrases become memorable when they’re backed by consistent behavior.
A community doesn’t require a forum
You don’t need a giant social group to build loyalty. In health care, community can be lighter:
- member newsletters with practical wins
- short, clear explanations of pricing and savings
- “how to use your membership well” tips
- small events that feel human (not corporate)
The real community is often one sentence:
“My doctor actually knows me.”
That is what people talk about.
Make it easy to refer (fans recruit fans)
Aldi fans bring friends. DPC members do too—when it’s simple.
Make referral friction low:
- a one-page “how DPC works” explainer
- a clear pricing page
- a “try it for 30 days” option (if appropriate)
- a friendly script members can use:
- “It’s like Costco for primary care—simple monthly fee, no surprise bills.”
People love sharing something that makes them feel smart.
The takeaway
Aldi wins with a flywheel:
efficiency → low prices → loyalty → community → growth
DPC has its own version:
simplicity → access → trust → stories → growth
If direct care wants to spread, it doesn’t need to outspend big systems. It needs to be so consistently valuable that patients naturally become advocates.
And that starts with delivering the kind of experience people can describe in one breath:
“It’s just… easier.”