What is Direct Primary Care (DPC)?
Direct Primary Care (DPC) is a model in which patients pay a primary care practice a fixed recurring fee, usually monthly, that covers a defined set of primary care services, and the practice does not bill insurance for that care. Because members buy a relationship rather than a visit, DPC marketing has to explain the model itself, the price and what is excluded, before it can sell any one practice.
- Members pay a periodic fee; the practice typically does not bill insurance for covered primary care.
- From January 1, 2026, people in qualifying DPC arrangements can contribute to an HSA, per the IRS.
- The IRS limit is $150 a month for an individual or $300 for an arrangement covering more than one person.
- DPC is not insurance. Members usually still need coverage for hospital, specialist and emergency care.
- Every practice welcome — retainers from $499/mo, Goals-Driven engagements, Performance-Linked Payout Models available.
- Dallas, Texas LLC
- US client team · Central Time (CST)
- 25+ US healthcare clients
- BAA signed with every client
- HIPAA compliance training across client and delivery teams
- Contracts and invoices in USD
-
Primary Care · North Dallas, TXCase study →
-
MedSpa · North Dallas, TX
-
Skin Care · Beverly Hills, CA
-
Dental · Christiansburg, VACase study →
-
Pediatrics · Blacksburg, VACase study →
-
Pediatric Dentistry · Blacksburg, VACase study →
-
Dental · Roanoke, VACase study →
-
Functional Medicine · Telehealth · USACase study →
“They were able to get all my ideas and work with me over a period of three to four months and create this amazing website. It's super customized, very modern, and it incorporates all the elements that I had wanted — the patient portal, nice pictures, a very interactive website, patient reviews. I would highly recommend their company to anyone who wants to make an excellent website.”
How does a direct primary care practice work?
A DPC practice signs a membership agreement with each patient or family. The fee covers an agreed scope of primary care, often including visits, messaging with the clinician and some basic services. Because there are no insurance claims for that care, the practice can keep a smaller panel and spend more time per patient.
DPC differs from concierge medicine, where practices often charge a membership fee and also bill insurance for visits. Employers sometimes sponsor DPC memberships for staff, which opens a separate business-to-business sales channel.
Who DPC tends to appeal to
- Self-employed people and families with high-deductible plans who want predictable primary care costs.
- Small employers looking for a primary care benefit their staff will actually use.
- Patients frustrated by short visits and hard-to-reach offices.
Each group asks different questions. Families ask about children and after-hours access. Employers ask about enrollment and invoicing. Your website and sales materials should answer each set separately.
State insurance and medical practice rules for DPC vary. Confirm your membership agreement and scope with counsel in each state where you operate.
What changed for DPC and HSAs in 2026?
According to IRS guidance under the One, Big, Beautiful Bill Act, from January 1, 2026, people in certain DPC service arrangements can contribute to a health savings account if otherwise eligible, and can pay periodic DPC fees from the HSA tax-free.
| Rule in IRS Notice 2026-5 | What it means for messaging |
|---|---|
| Aggregate fees no more than $150 a month (individual) or $300 (more than one person) | Check your price points before claiming HSA compatibility |
| The fixed periodic fee must be the sole compensation for care under the arrangement | Separate per-visit charges for covered care can break eligibility |
| Excluded from primary care: procedures needing general anesthesia, prescription drugs other than vaccines, and some lab work | List what is and is not inside the membership |
| Employer-paid DPC fees cannot be reimbursed from the HSA | Employer and individual plans need different explanations |
The limits are indexed for inflation after 2026. This is tax guidance, so send members to their own tax adviser and have counsel review your wording.
How should a DPC practice market memberships?
Lead with the price and what it includes. DPC prospects are comparing a monthly fee against what they pay now, and they need the numbers and the boundaries to decide.
- Publish prices by age band or household on the website.
- Show scope clearly: included services, what costs extra and what insurance is still needed for.
- Answer the HSA question accurately, only if your arrangement fits the IRS rules.
- Offer a meet-the-doctor call, since members are choosing a person.
- Build employer outreach with a one-page offer for local small businesses.
- Track enrollments, cancellations and panel size each month.
Our direct primary care marketing guide covers channels in depth, and the wider primary care marketing page shows how we plan growth.
What mistakes do DPC practices make in marketing?
- Implying DPC replaces insurance: it covers primary care only. Say so plainly.
- Overstating HSA eligibility: pricing above the IRS limits, or billing extras for covered care, can make the claim wrong.
- Hiding cancellation terms: clear exit rules build trust and reduce disputes.
- Selling on "unlimited": describe access realistically, including response times.
- Ignoring churn: a membership practice lives on retention. Track it like a subscription business; see subscription churn rate.
Related pages from the US team
Doctor & primary care marketing USA
How we help primary care practices grow.
Direct primary care marketing guide
Channels and messaging for DPC practices.
Concierge medicine marketing guide
How membership practices that bill insurance market themselves.
US healthcare marketing glossary
Every term, defined in plain English.
Every practice welcome — Goals-Driven engagements from $499/mo
We benchmark your last 90 days, agree monthly goals with you, and track them live on Ichelon Agency OS with a report every Monday. Performance-Linked Payout Models are available. Our US leadership is based in Dallas, and strategy calls run in US business hours.
Common questions
What is direct primary care?
Direct primary care (DPC) is a model where patients pay a primary care practice a recurring membership fee for an agreed set of primary care services, and the practice does not bill insurance for that care. It is not insurance, so members usually keep coverage for hospital and specialist care.
Can you use an HSA for direct primary care in 2026?
Yes, for qualifying arrangements. IRS guidance says that from January 1, 2026, people in certain DPC arrangements can contribute to an HSA and pay DPC fees from it tax-free, if aggregate fees are no more than $150 a month for an individual or $300 for more than one person.
What is the difference between DPC and concierge medicine?
Both charge a membership fee. In DPC the fee is the payment for covered primary care and the practice does not bill insurance for it. Concierge practices often charge a membership fee and still bill insurance for visits. Practices should explain their own model clearly.
How do direct primary care practices get new members?
By publishing clear prices and scope, answering HSA and insurance questions accurately, offering meet-the-doctor calls, building local search visibility and approaching small employers. Retention matters as much as acquisition, so they track enrollments, cancellations and panel size monthly.
A note on this guide: it explains marketing practice, not legal advice. Rules on privacy, advertising and insurance change and vary by state, so confirm anything compliance-related with your own counsel.
Growing a DPC panel?
A 30-minute call with the US team about pricing pages, HSA messaging, employer outreach and retention. Retainers from $499/month, custom-scoped.