Peter Attia, MD, is the founder of Early Medical. This medical practice applies the principles of Medicine 3.0 to patients to simultaneously lengthen their lifespan and increase their health span.

He is the host of The Drive, one of the most popular podcasts about health and medicine, with more than 600k subscribers as of this post's publication.

He is also the author of the best-selling book Outlive: The Science and Art of Longevity, which has more than 1 million copies sold after one year of publication.

He charges his clients $150,000 / year without people complaining about it.

Today, we will dissect how he makes money not only as a doctor but also as a content creator.

Monetization Strategy

On his website, he offers six products, including paid services, to his visitors and newsletter subscribers.

Here's a comprehensive view of his products.

As you can see, he has two free products:

1. Newsletter with a lead magnet (5-Day Longevity Toolkit): By signing up, you'll receive educational emails over the next five days that will help you with your longevity journey.

2. Podcast (The Drive), which is available across podcast platforms as well as YouTube.

As for paid products:

1. Book (Outlive) that costs $20.

2. Membership ($149/year) that consists of:

   • Ask Me Anything (AMA) Episodes: These episodes are comprised of detailed responses to subscriber questions, typically focused on a single topic, and are designed to offer a great deal of clarity and detail on topics of special interest to his member.

   • Comprehensive Podcast Show Notes: Without a need to listen to podcasts, his team provides his members with written podcast notes along with comprehensive resources

   • Premium Articles: These articles are produced by him and his dedicated team of research analysts and cover a much greater range of longevity-related topics in much greater detail than those he sends in his free weekly newsletter.

   • The Qualys Podcast: An additional podcast that lasts less than 10 minutes with highlights of the best questions, topics, and tactics from his podcast, The Drive.

3. A cohort-based program (Early Medical) for $2,500: An organized, actionable path to optimizing your longevity where he will teach you how to navigate your longevity journey so you can live the future you want.

Here's how his monetization channel works:

1. Traffic comes from social, podcast channels, and YouTube. 

2. Once it arrives, his famous 5-longevity toolkit lead magnet will capture traffic to newsletter subscribers.

3. Then, he can freely leverage his newsletter to offer subscribers three paid products.

Newsletter as a gatekeeper

By now, you know that his newsletter is his foundation to build his entire business as a content creator.

Here's how his newsletter works like a gatekeeper: It offers his entire product/service line to subscribers and existing customers.

3 Key Lessons on Peter Attia’s Monetization Strategy

Here are lessons learned that you can apply to your businesses as a content creator:

1. Capture audience into a newsletter 

You don't own your audience on social media, no matter how big they are; you own them only once they subscribe. Subscribers are like fans who're ready to buy anything from you. 

Get your newsletter and promote it like crazy on socials.

2. Offer subscribers with low-priced products

People who read Attia want to know about longevity.

They care about their health, so offer them a solution to their problems. However, don't sell expensive products first because you wouldn't know if they want a complex product.

Offer a simple product like membership or premium articles. Once they are hooked, upsell them to high-tier products.

3. Upsell with high-ticket product 

Naturally, humans are not easily satisfied; they want more. 

He upsells his product to high-ticket by having a cohort-based program. It helps his customers to navigate their longevity journey. 

Know what your customers want and offer the right solution.

To figure out what your customers want is a challenging job. 

You've gotta ask, get their feedback, and find their problems. 

Then, build a solution to help your customers achieve the desired outcome.

Lastly, build a monetization strategy that supports all your products to make sure you can distribute your products well to ensure its success.

I look forward to seeing you again next week, when we’ll discuss more interesting topics about how the top 1% of creators and solopreneurs make their money.