KevinMD November 5, 2025
In my previous article, I examined why direct primary care (DPC) practices fail, focusing on financial modeling, compliance risks, and the gap between what’s legal and what’s sustainable. But there’s a more fundamental issue that precedes all of those concerns: market-model fit.
The direct primary care community loves to debate panel size, membership pricing, and model purity. We dissect what went wrong when practices fail. We blame insufficient commitment, poor financial planning, or straying from the “true” DPC model.
What we don’t ask is the question that could save thousands of physicians from expensive failures: Should you be doing DPC in this market at all?
I’ve advised dozens of physicians who realized too late that their zip code, not their...
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