We recently connected with Phindile Chowa and have shared our conversation below.

Hi Phindile, thanks for joining us today. We’d love to hear the backstory of how you established your own practice.

The early days of starting my own medical practice were shaped by a mix of passion, necessity, and the desire to redefine how I practiced medicine. It was during COVID—a time of immense uncertainty and personal growth—that I found myself at a crossroads. The pandemic forced me to grapple with the stress of being on the frontlines and reflect deeply on my passion for medicine. I realized that, despite my love for patient care, the traditional system was no longer serving me or allowing me to thrive. I knew I needed an exit plan.

At the time, I was finalizing a divorce and on track to have my student loans forgiven by 2023. With this milestone on the horizon, I promised myself that once my loans were behind me, I would take the leap and create something that aligned with my personal and professional goals. That vision crystallized when I began studying concierge medicine. I was drawn to the flexibility it could offer—allowing me to practice medicine on my own terms while still building meaningful, long-term relationships with patients. This was the type of care that first inspired me to become a doctor.

When I first launched EMCare2U, I cast a wide net, believing I could serve everyone: the business executive, the busy mom, the child needing urgent care. At the time, it felt like the best strategy to build my business and generate income. But as I worked through the early stages of my practice, something unexpected happened—I kept getting calls from postpartum moms.

Those calls made me reflect on my own struggles during the postpartum period. I knew firsthand the gaps in care that so many women faced after childbirth. These experiences pushed me to take a risk and carve out a niche, focusing specifically on postpartum moms. This decision transformed my practice and my mission. Today, I provide on-call services for moms recovering at home, ensuring they have access to a physician whenever they need support. This work feeds my passion and allows me to advocate for the improved postpartum care that so many women deserve.

One of my biggest early challenges was realizing that casting a wide net might bring in clients, but it doesn’t always lead to long-term success. It’s far better to specialize and become an expert in a specific area where you can make the greatest impact. For me, that area was postpartum care.

Another challenge was understanding that being a doctor—a technician—was not enough. I had spent years mastering medicine, but running a business required a completely different skill set. I had to go back to the basics and learn how to be a businesswoman and entrepreneur.

I started by reading The E-Myth Revisited, which taught me the importance of working on my business, not just in it. I read books so many books and immersed myself in resources designed specifically for entrepreneurs. I had to learn how to market my services, understand my patients’ journey, analyze my financials, and manage my operations.

It wasn’t easy, but it was necessary. Every step of the way, I learned to wear multiple hats beyond being a physician. I had to become the marketer, the strategist, the numbers person, and the advocate for my brand.

Advice for New Business Owners:

If you’re a young professional considering starting your own practice, here’s what I wish someone had told me:

-Learn the Business Side Early: Medicine may be your craft, but running a business requires another level of mastery. Invest in learning about marketing, patient acquisition, financials, and leadership.

-Know What Everyone in Your Practice Is Doing: Even if you hire people to handle certain tasks, you should still understand the processes. Know your numbers, understand your marketing, and be involved in the patient experience.

-Don’t Be Afraid to Niche Down: Starting broad may seem like the safest option, but focusing on a niche allows you to become an expert, build trust, and ultimately grow faster. Find the area where you can provide the most value and lean into it.

Looking back, I wouldn’t change much, because every lesson brought me to where I am today. But if I could offer one key takeaway, it’s this: Be willing to evolve. Your passion will guide you, but it’s your willingness to learn that will sustain you.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Dr. Phindile Chowa, an emergency-trained physician and the founder of EMCare2U, a concierge medical practice with a focus on postpartum care. My journey into this field was born from both personal and professional experiences. I attended the University of Pittsburgh for my undergraduate studies and medical school and completed my residency at Harvard University. I spent years working in a large academic hospital, where I eventually took on an administrative role dedicated to improving the patient experience. During the COVID-19 pandemic, I faced both personal and professional challenges—working on the frontlines, going through a divorce, and reflecting on my own struggles with postpartum depression and decided to start my own practice.

In 2023, I launched EMCare2U, initially offering in-home urgent care and telemedicine services to a broad range of patients. But I quickly noticed a recurring pattern: postpartum moms were the ones reaching out the most. It was clear to me that they needed more than what the standard system could offer. I took a risk and pivoted to focus on postpartum care and advocacy—a decision that has become the heart of my mission. Through this shift, I’ve been able to combine my professional expertise with my personal passion to create something meaningful.

At EMCare2U, I provide a range of services tailored to support moms during the vulnerable postpartum period, ensuring they receive the comprehensive, compassionate care they deserve. My services include:

-Postpartum Planning Sessions to discuss and map out a plan for the postpartum period, a time many moms often do not plan for.
-In-home postpartum care: Physician-led visits that address physical recovery, mental health support, and screenings for life-threatening conditions like postpartum preeclampsia and hemorrhage.
-Telemedicine consultations: Flexible, accessible care when moms need advice or quick reassurance.
-24/7 On-call availability: Immediate access to a physician for urgent concerns, giving moms peace of mind during their recovery.
-Membership programs

The Problems I Solve for My Clients

The postpartum period is often neglected in traditional medical settings, leaving women unsure of where to turn when they face unexpected challenges. My practice addresses this gap by providing:

-Proactive postpartum screenings to catch complications early—before they escalate.
-Mental health support for postpartum depression and anxiety.
-Lactation consultations to guide moms through breastfeeding challenges.
-Advocacy and resources to help moms build their village of support, connecting them to trusted birth workers, such as doulas, midwives, and pelvic floor therapists.

I aim to be more than just a doctor. I’m a guide and partner, supporting moms every step of the way as they navigate the joys and challenges of motherhood.

What Sets Me Apart

Several key factors distinguish EMCare2U from other providers:

-A Holistic Approach to Postpartum Care: Where many healthcare providers treat childbirth as the end of care, I treat it as the beginning. My care plans address physical recovery, mental health, nutrition, and support systems.
-Personal Experience: I’ve lived the postpartum challenges many of my clients face, and that personal understanding fuels my empathy and commitment to better outcomes.
-Accessibility and Flexibility: By offering on-call services and personalized in-home visits, I make it easier for moms to get the care they need without the stress of long waits or impersonal clinic settings.
-Advocacy Beyond the Exam Room: My advocacy extends through my podcast, Fourth Trimester Voices, where I share stories that amplify the importance of postpartum care, and through my book, What to Expect Next. This guide helps moms plan for the postpartum period by covering essentials like support systems, meal plans, and self-care tips.

What I’m Most Proud Of

I’m proud of the impact I’ve had on individual moms and families. Whether it’s helping a mom with postpartum preeclampsia avoid a serious health crisis or connecting another to mental health resources that change her life, every success story reminds me why I do this work.

I’m also incredibly proud of EmpowerMOM, the community event I host to help moms build connections, gain wisdom, and access the resources they need for a successful postpartum journey. It reflects my larger mission: to reduce maternal mortality rates and improve postpartum outcomes by providing moms with the support they need to thrive.

What I Want You to Know About My Work

If you’re a mom, know that you don’t have to go through postpartum alone. My practice is a safe, judgment-free space where you can be honest about what you’re experiencing. Together, we’ll get you the care and support you need, ensuring you feel heard, valued, and empowered.

For healthcare providers and collaborators, I’d love to partner with you to expand postpartum care in our communities. Together, we can fill the gaps and provide comprehensive care that makes a real difference.

Advice for New Professionals

Starting a business takes more than passion—it requires knowledge of how to run a business. As a physician, I had to educate myself on marketing, patient acquisition, and financial management. I highly recommend books like The E-Myth Revisited and resources tailored for entrepreneurs. I also recommend investing in coaching. A coach can decrease the time you need to hit your goals. They provide road maps and keep you accountable.

Know your numbers: Understand the financial aspects of your practice.
Understand your clients: Learn their journeys, challenges, and what keeps them coming back.
Never stop learning: The business world is constantly evolving, and staying informed is key to long-term success.
Most importantly, be willing to adapt and take risks. When I started EMCare2U, I didn’t know that postpartum care would become my mission, but by listening to my patients and reflecting on my own experiences, I discovered my purpose. Trust yourself—you never know where the journey will lead you.

What do you think helped you build your reputation within your market?

What helped me build my reputation within my market was realizing that visibility is everything. After reading The Visibility Formula by Dr. Una, I understood that being great at what you do isn’t enough—you have to let people know you exist and what you stand for. I committed to putting myself out there in a way that felt authentic but intentional.

I started pitching myself to appear on podcasts and at events, sharing my experiences, expertise, and passion for postpartum care. I launched my own podcast, Fourth Trimester Voices, as a platform to elevate conversations about postpartum health and maternal advocacy. I also became more vocal on social media, using it as a tool to educate, share stories, and connect with moms and birth workers who needed support.

Networking played a crucial role too—whether through local community events or professional organizations, I made sure to build relationships and collaborate with others in the maternal health space. But perhaps the most impactful strategy was speaking engagements. Speaking is the fastest way to establish expertise and trust, and it allowed me to reach new audiences while creating meaningful connections.

This combination of visibility and authenticity helped me build my reputation as a trusted advocate and expert in postpartum care. It’s not just about visibility—it’s about showing up consistently and offering real value.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

Absolutely! I immersed myself in several transformative books that deeply impacted how I think about entrepreneurship, management, and personal growth. Here are the ones that stood out to me and the key lessons they taught:

1. The Gap and the Gain by Dan Sullivan and Dr. Benjamin Hardy
This book completely shifted how I measure progress and success. Often, as entrepreneurs, we focus on what we haven’t achieved yet—the gap between where we are and where we want to be. The Gap and the Gain taught me to flip that mindset and reflect on how far I’ve come, focusing on the “gain” instead of the “gap.”

Key Takeaways:

Success isn’t measured by what’s left to do but by recognizing and celebrating growth.
Progress happens when you shift your mindset from self-criticism to self-appreciation.
Embracing the “gain” helps prevent burnout and keeps you motivated.
This lesson helped me stay grounded, especially when I felt overwhelmed with building EMCare2U. Reflecting on my wins, no matter how small, kept me moving forward.

2. Go for No! by Richard Fenton and Andrea Waltz
As someone who used to shy away from rejection, this book was a game-changer. Go for No! emphasizes the idea that rejection isn’t failure—it’s part of the process. The more “no’s” you collect, the closer you get to a “yes.”

Key Takeaways:

Reframe rejection as a stepping stone, not a setback.
The goal isn’t to avoid “no” but to embrace it as a sign you’re taking action.
Set “no” goals. Instead of focusing on how many “yeses” you want, focus on how many “no’s” you’re willing to receive.
This book was especially helpful when pitching myself to podcasts, events, and collaborations. Every “no” brought me closer to a “yes,” and that persistence helped me build visibility in the postpartum space.

3. Who Moved My Cheese? by Spencer Johnson
A classic but powerful read, this book helped me adapt to change and uncertainty. As an entrepreneur, you’re constantly navigating shifting circumstances, and Who Moved My Cheese? emphasizes the importance of anticipating and embracing change rather than resisting it.

Key Takeaways:

Change is inevitable—prepare for it, embrace it, and move forward.
Don’t waste time lamenting what’s lost; find your next opportunity.
Fear of change is often worse than the change itself.
This philosophy was crucial when I pivoted from offering broad medical services to focusing on postpartum care. Instead of holding onto my initial idea of treating everyone, I recognized that the change presented an opportunity to better serve a specific audience and grow my practice.

4. The E-Myth Revisited by Michael E. Gerber
This book helped me understand that being good at your craft doesn’t automatically translate to running a successful business. The E-Myth Revisited highlights the importance of building systems and processes so that you can work on your business, not just in it.

Key Takeaways:

Many entrepreneurs fall into the “technician” trap, thinking that being skilled in their field is enough. In reality, you need to learn how to be a manager and a visionary.
Systems and processes are essential for scaling and efficiency.
Delegate and empower others so you’re not the bottleneck in your business.
This was a big wake-up call for me. As a doctor, I realized I couldn’t simply rely on my medical expertise—I had to develop marketing strategies, understand my finances, and create sustainable systems. I had to step into the role of CEO, not just physician.

Contact Info:

• Website: www.drchowa.com ( Too book me for speaking), www.emcare2u.com ( Sign up for concierge medicine)
• Instagram: https://www.instagram.com/drchowa
• Linkedin: https://www.linkedin.com/in/drchowa
• Youtube: https://www.youtube.com/@drchowa

Image Credits

Katyka Cilchyk

https://www.katyavilchyk.com