Healthcare should not feel this complicated.
For many people, it does. Scheduling takes too long. Costs are unclear. Visits feel rushed. And when something comes up, it is not always obvious where to go or how quickly you can be seen.
Direct primary care offers a different approach. It is designed to simplify how you access care and give you a more consistent connection to your care team.
At a high level, direct primary care is a membership model. You pay a monthly fee, and in return, you have access to primary care services without the usual layers of insurance billing, copays, or per-visit charges.
What is Direct Primary Care?
Direct primary care, often called DPC, is a membership-based healthcare model.
Instead of paying each time you visit a doctor, you enroll in a monthly membership. That membership gives you ongoing access to care, not just when something is wrong, but across the full range of your everyday health needs.
Most memberships include:
- Unlimited primary care visits, in person or virtual
- Preventive care like annual physicals and screenings
- Care for common illnesses and minor injuries
- Support for managing chronic conditions
- Direct communication with your care team
Practices that follow this model do not bill insurance for routine services. The membership covers the care you receive.
A Model Built Around Real Life
One of the biggest differences with direct primary care is how it fits into day-to-day life.
Care should be easy to book, easy to afford, and available when you need it. Not something you have to plan weeks in advance or hesitate to use.
Memberships are designed with flexibility in mind. Whether you are looking for care just for yourself, for you and a partner, or for your whole family, there is typically an option that fits.
Costs are predictable. There are no per-visit fees or surprise bills after the fact. You choose the level of care that works for you today, with the ability to adjust as life changes.
What Scheduling an Appointment Looks Like
With direct primary care, members can often schedule same-day or next-day visits. That alone changes the experience. Instead of waiting and hoping symptoms improve, you can be seen and get answers quickly.
Appointments are not rushed. There is time to talk through concerns, ask questions, and build a plan that makes sense for you.
You are also not limited to office visits. Many practices offer:
- 24/7 access to a provider by phone, text, or telemedicine
- Support between visits when questions come up
- Virtual care options when coming into the clinic is not convenient
Over time, that consistency adds up. You are not starting over at each visit. Your care team knows your history, your goals, and what matters to you.
How Direct Primary Care Is Different
Compared to Traditional Insurance
Traditional healthcare is built around billing insurance. That often means shorter visits, less flexibility, and costs that are not always clear upfront.
Direct primary care removes insurance from routine care. Instead of navigating copays and deductibles, you have a single monthly cost and access to care when you need it.
It is important to be clear about one thing, though: direct primary care is not a replacement for insurance. It works alongside coverage for emergencies, hospital care, and specialty services.
Compared to Urgent Care
Urgent care serves an important role. It’s there for one-time needs when something unexpected happens.
Direct primary care is designed for something more comprehensive. It supports both urgent needs and long-term care in one place, giving you a consistent team rather than a one-time visit.
At Hy-Vee Health Exemplar Care, that flexibility is built into the model. Some members choose an urgent care-focused option, like Exemplar Care Access, which provides simple, predictable access for immediate needs. Others choose more comprehensive memberships that include both urgent and ongoing primary care.
Instead of bouncing between providers, you have a care team that can treat a same-day illness, manage an ongoing condition, and help you stay ahead of potential issues over time.
What is Included in a Membership
Most direct primary care memberships are designed to cover many everyday healthcare needs.
Most memberships, including Hy-Vee Health Exemplar Care, include:
Access and visits
- Unlimited primary care visits
- Same-day or next-day appointment availability
- Visits that focus on listening and understanding
- Virtual visits and ongoing communication
Preventive and routine care
- Annual physical exams and wellness visits
- Routine screenings and labs
- Advanced annual biometrics
Care for illness and ongoing needs
- Treatment for common illnesses and minor injuries
- Management of chronic conditions
- Electrocardiograms (EKGs) and basic in-office testing
Additional services
- CLIA-waived testing such as glucose monitoring or rapid strep
- On-site X-rays in some locations
- Access to common generic medications dispensed in clinic
Routine labs are often included to support proactive care. This can include panels like CBC, metabolic panels, cholesterol, thyroid testing, and A1c.
When care needs extend beyond primary care, most care teams, like ours, help coordinate next steps. That includes referrals and, in many cases, guidance toward more affordable options.
Support Beyond the Visit
Membership is not just about appointments.
It is about having a care team that is available over time. Someone who can help with prescription renewals, answer questions, and guide next steps when something changes.
That support can include:
- Help with prescription requests and refills
- Assistance with forms such as FMLA or disability paperwork
- Coordination of referrals when needed
- Ongoing communication between visits
Many members begin with a welcome visit. It is a chance to review health history, talk through goals, and build a plan that fits their life.
From there, care becomes more continuous. Not something you only think about when you are sick.
What Direct Primary Care Does Not Cover
Direct primary care focuses on primary care services. It does not cover:
- Emergency room visits
- Hospitalizations or surgeries
- Most specialist care
- Advanced imaging like MRIs or CT scans
Because of this, many people pair a membership with a high-deductible health plan or other insurance coverage for major medical events.
Is Direct Primary Care Right for You?
For some people, the value is immediate. Easier access. More time with a provider. Clear, predictable costs.
For others, it is about having a consistent place to go. Someone who understands your health over time and can help you stay ahead of issues before they become bigger problems.
It is not the right fit for every situation. But for many individuals and families, it offers a more straightforward way to approach care.
To learn more about our membership options, explore our membership page.
Frequently Asked Questions
What is direct primary care?
Direct primary care is a membership-based healthcare model where you pay a monthly fee for access to your primary care team. Instead of billing insurance for each visit, your membership covers most routine and preventive care.
This approach is designed to make care more accessible, more consistent, and easier to use over time.
How much does direct primary care cost?
Direct primary care cost is designed to be simple and predictable.
At Hy-Vee Health Exemplar Care, memberships start at a flat monthly rate, with options based on the level of care you need. Urgent care-focused memberships may start around $49 per month, while more comprehensive options that include primary and preventive care are available at a higher monthly rate.
There are no per-visit fees, copays, or surprise bills for included services. You pay a consistent monthly cost and have access to care when you need it.
Pricing can vary by location and membership type, so it is helpful to review the options available near you to find the right fit.
What does the membership include?
Most memberships include unlimited visits, preventive care, and support for both short-term and ongoing health needs.
This typically means you can schedule appointments as needed without worrying about additional fees. Care may include annual physicals, treatment for common illnesses, chronic condition management, and access to your care team through in-person or virtual visits.
Can I really have unlimited visits?
Yes. Most direct primary care memberships are designed to allow you to come in as often as needed without additional visit charges.
That flexibility makes it easier to address concerns early, follow up when needed, and spend more time with your provider.
How quickly can I be seen?
Many clinics offer same-day or next-day appointments for members.
Because care teams typically manage a smaller number of patients, scheduling tends to be more flexible. This makes it easier to get care when something comes up rather than waiting days or weeks.
Can I reach my provider outside of appointments?
In most cases, yes.
Many memberships include access to your provider or care team through phone, secure messaging, or telemedicine. This allows you to ask questions, get guidance, or follow up without always needing an in-person visit.
Do I still need insurance?
Yes. Direct primary care is not a replacement for insurance.
It covers routine and preventive care, but you will still need insurance or another plan to cover emergencies, hospitalizations, and specialist care.
What happens if I need a specialist?
If you need care beyond primary care, your provider will help guide you to the appropriate specialist.
While specialist visits are not included in the membership, your care team can help coordinate referrals and, in some cases, identify more cost-effective or assessable options.
Does this include urgent care?
Many direct primary care memberships include care for urgent needs such as illness or minor injuries, often with same-day or next-day availability.
At Hy-Vee Health Exemplar Care, urgent care is built into the model in a flexible way. Some members choose an urgent care-focused option, like Exemplar Care Access, which provides simple, predictable access for immediate needs. Others choose more comprehensive memberships that include both urgent and ongoing primary care.
This allows you to choose the level of care that fits your needs, while still having a consistent place to go when something comes up.
Is this the same as concierge medicine?
No. While both models involve membership, they are designed for different audiences.
Direct primary care is typically more accessible and focused on everyday healthcare needs, while concierge care often comes at a higher price point and still involves billing insurance.
Is this a good option if I do not have insurance?
Direct primary care can make it easier to access routine care without insurance, especially for checkups, illness visits, and ongoing health management.
However, it is still important to have a plan in place for unexpected or major medical needs.
Can I use HSA funds to pay for direct primary care?
Yes. Beginning January 1, 2026, eligible individuals can use Health Savings Account (HSA) funds tax-free to pay for certain direct primary care membership fees.
This means members may be able to use HSA dollars toward qualifying DPC fees, up to the federal monthly limits. For 2026, those limits are $150 per month for an individual and $300 per month for family coverage.
As always, it is a good idea to check with your HSA administrator or tax advisor to confirm how the rules apply to your specific plan.