Direct Specialty Care

Dr. Paul Thomas on the Soul of Enterprise Podcast

Dr. Paul Thomas on the Soul of Enterprise

In February 2022, Dr. Paul Thomas was featured in an episode of The Soul of Enterprise with Ron Baker and Ed Kless. In the episode we discuss all things Direct Primary Care! and they plug my book, Startup DPC:

Dr. Paul WROTE THE BOOK on Direct Primary Care. It’s called Startup DPC. Ron recommends this book because you can learn a lot from Dr. Paul’s experience. Here’s the Amazon link.

Here’s the full interview.

Dr. Paul Thomas is a family medicine physician who started Plum Health DPC in 2016, right out of residency. He is a board-certified Family Medicine Physician.

Direct Primary Care (DPC) is a model of primary care that is growing in popularity as an alternative to the traditional fee-for-service model. In a DPC practice, patients pay a monthly or annual membership fee for access to comprehensive primary care services. This fee typically covers all office visits and DPC practices offer at-cost medications, lab work, and imaging services to lower the cost of care for patients.

One of the benefits of DPC is that it allows for more time for the physician to spend with each patient. This is because DPC practices typically have fewer patients than traditional practices, which allows for more personalized care. Additionally, DPC patients often have direct access to their physician through phone or email, which can lead to quicker resolution of health concerns.

Another benefit of DPC is that it can help to lower healthcare costs for patients. By eliminating the need for insurance and reducing the number of unnecessary tests and procedures, DPC can save patients money in the long run.

Dr. Paul Thomas has been offering DPC services for the last 6 years and has seen positive results in the health of his patients. He believes that the DPC model allows for better continuity of care and a stronger physician-patient relationship, which leads to better health outcomes.

A big thanks to Ed Kless and Ron Baker for highlighting the work of Dr. Thomas and Plum Health DPC on The Soul of Enterprise!

-Paul Thomas MD with Startup DPC

How to get Media Coverage for your Direct Primary Care Practice

How to get Media Coverage for your Direct Primary Care Practice

Getting media coverage for your direct primary care practice is a challenge and an opportunity. You probably did NOT go to journalism school, and you probable have NOT worked at a public relations firm, so you probably don’t have an extensive list of media contacts.

That’s okay! We’re going to start building a list for you.

First thing, read your local publications and listen to your local public radio and watch your local television stations. Who is reporting on health care issues in your community? Can you reach out to them on Twitter or send them an email? If so, you can start to build a relationship with this journalist and become a trusted source for them.

Journalists need to quote experts when they write a news article, and you could be that go-to expert for their next piece on health care.

Reach Out to Journalists When You Have a Newsworthy Event

You might be launching your practice, or hosting a ribbon cutting ceremony at your office, or celebrating 5 years in business. If so, you should send an email or a text with a press release to all of the journalists on your media list. If they’ve worked with you in the past and you’ve helped them on a story in the past, they are more likely to help you with your news-worthy story.

This is where building relationships is helpful! The more relationships and the stronger relationships you have with folks in the media, the easier it will be for you to tell your stories about your practice.

An Example of Getting Media for our Direct Primary Care Practice

Last month, I was gearing up to speak at the Michigan Academy of Family Physicians annual conference on Mackinac Island. I looked through the speaker list and I reached out to everyone I wasn’t connected with. I wrote a quick “my name is Dr. Paul Thomas with Plum Health DPC in Detroit, and I’m looking forward to seeing you and meeting you on the Island.”

The moderator for the first session for the day was Robin Erb, a local journalist with Bridge Magazine in Detroit. She responded to my message on LinkedIn and she expressed interest in writing about our practice. I shared my schedule with her, and we had lunch together and talked about Plum Health. We also met up on Mackinac, I attended her session, she attended my presentation, and a few days later, she published the article about Direct Primary Care and our practice, as well as the broader DPC movement.

In short, if you want media coverage for your DPC practice, you have to connect with journalists via email or on social media, and give them something newsworthy to discuss in their article about you.

@plumhealthdpc Direct primary care is a relatively new practice model for health care delivery - we had a great write up in Bridge Michigan that goes deep on the topic and gets into the nuance and details #DirectPrimaryCare #PlumHealth #BridgeMichigan #RobinErb #HealthCare #HealthCareJournalism #DPCMovement #PrimaryCare #Michigan #Detroit ♬ original sound - plumhealthdpc

Best of luck! Here’s a little inspirational video on how you can get media coverage for your DPC practice:

@plumhealthdpc Getting media coverage for your direct primary care practice can be difficult, and in this short video I breakdown how we reached out to a local journalist to help them tell our story at Plum Health DPC! #directprimarycare #plumhealth #familymedicine #bridgemichigan #detroit #healthcare ♬ Music Instrument - Gerhard Siagian

-Paul Thomas, MD with Startup DPC

Ten Common Questions and Answers About Direct Primary Care

1.) What is Direct Primary Care?

Direct primary care uses a membership model to deliver health care services directly to patients. Direct primary care (DPC) doctors don’t bill or use insurance. Rather, patients pay a monthly membership of $50 to $100 to receive primary care services directly from a board-certified family medicine physician or other primary care specialist.

2.) Why are primary care doctors choosing direct primary care over fee-for-service medicine?

Fee-for-service medicine often comes with a lot of unnecessary stress - there are so many prior authorizations and billing headaches, and doctors have to see more and more patients in less and less time. Doctors feel like they are losing their autonomy in these fee-for-service or insurance-based health care delivery models. Direct primary care offers a great alternative health care model to the typical fee-for-service set up. In the DPC model, doctors have more autonomy and they are able to have more time with each patient.

3.) How many patients do DPC doctors have in their panel?

Most DPC doctors have about 400 to 700 patients in their panel. This is in stark contrast to fee-for-service doctors who are mandated to see about 2,500 in their panel. I say mandate because fee-for-service doctors are often employed and they are told to see 25 to 30 patients each day, which translates to 18 to 20 minutes per patient visit.

4.) How many patients do DPC doctors see each day?

Direct primary care doctors see about 5 to 10 patients each day. Typically, family physicians see 1% of their panel each day. DPC doctors have about 500 patients in their panel, so they see about 5 patients each day. This allows doctors in the DPC model to have about 1 hour with each patient.

5.) What is the value for a community member who wants to sign up for a DPC practice?

People sign up for direct primary care practices because they can see their doctor when and for as much time as they need to. Doctors typically guarantee same-day or next-day appointments, which makes seeing the doctor convenient. People also choose DPC practices because they get clear communication with their doctor. DPC doctors often share their phone numbers and email addresses with patients.

6.) How many DPC doctors are practicing across the country?

When I first started my practice in 2016, there were roughly 300 direct primary care doctors practicing across the country. Now, there are about 1,500 direct primary care doctors practicing across the country. In context, there are roughly 133,000 family physicians in the United States, and that means about 1% of those doctors are engaging in the DPC model.

7.) How do you prescribe and dispense medications in a direct primary care practice?

Direct primary care doctors often buy medications at wholesale prices and then pass on those savings to their patients. We buy from a company called AndaMeds out of Florida, and this is the same wholesaler that supplies big box pharmacies. We use an inventory system in our EMR and then dispense those medications to our patients as needed.

8.) How do you get lab work done for your patients in a direct primary care practice?

We have a contract with Quest diagnostics in order to get lab work done for our patients in our direct primary care practice. We draw the blood in the office and then we send the labs to Quest (they pick it up from a box on the back of our office). We then get the results next day or up to 48 hours later for certain tests. We are able to save patients 50 to 90% on their lab costs.

9.) What about imaging services in direct primary care practices? How do patients get radiology services in direct primary care practices?

We contract with a local imaging center and our patients can go to this imaging center and save 50 to 90% on their imaging needs if they pay cash. For example, a chest x-ray of the anterior/posterior and lateral views is $45. An MRI of the knee is $300 with our local imaging center.

10.) Wow, this sounds like a great system! Why aren’t more doctors engaging in direct primary care medicine?

That’s a great question! The biggest barrier for typical doctors to start a direct primary care practice is fear. First, they don’t have any business training, so starting their own business is daunting. Second, they may not want to leave the steady paycheck of a large health care system and go out on their own. That’s why I’m here - to teach and inspire so more people feel comfortable and confident to take the leap!

Dr. Paul Thomas MD Discusses Personal Branding for Growing Your Medical Practice

Personal Branding for Direct Primary Care and Direct Speciality Care Doctors

Personal branding is such a huge topic for direct primary care doctors and perhaps even more important for direct specialty care doctors. With personal branding, a physician is demonstrating their value to the community by consistently communicating their character to their audience. There are several mediums to communicate your value and leveraging social media platforms or interacting with the media can be powerful ways to build your personal brand.

In this video, I give doctors 8 simple steps to start building their personal brand. If you love this content, you can read more in our book or take our course on personal branding, found here.

Eight Simple steps to build your personal Brand

  1. Understand that you are your personal brand - you can demonstrate that you’re there to help people in your community.

  2. Get professional head shots - these can make a huge difference in attracting new patients to your practice. Get photos in your office and in your community.

  3. Take any speaking engagement you can get - speak to school students, adults in the community, at libraries, at pitch competitions and beyond.

  4. Share about these speaking engagements on your social media channels.

  5. Share about these speaking engagements on your blog - this will help you reach a broader audience and improve your search engine optimization.

  6. Demonstrate that you’re an expert in your field - show people how you’re making people’s lives better by sewing up a laceration or improving their health in a tangible way.

  7. Reach out to the media and tell them what you do - you should send out a press release to the media each time you take the next step with your business. Most time, you will not hear anything, but when a producer features you, it will be a home run.

  8. Repeat - once you do all of the above, you have to do it again. You have to come up with creative ways to engage with your audience. If you do this consistently, you’ll be able to attract more patients to your practice.

HOW CAN I LEARN MORE ABOUT STARTING A DIRECT PRIMARY CARE PRACTICE?

If you enjoyed reading this blog post and if you want to learn more about starting and growing your direct primary care practice, look no further than our book and our courses on how to start and grow your direct primary care practice. We at Startup DPC have begun compiling some of the best content available on this blog, in our book, and in our courses.

The best place to start is to take our Direct Primary Care Business Plan course, available here. From there, you can learn how to attract new patients to your direct primary care practice and how to find the perfect location or build out the practice of your dreams.

Thanks for reading and watching, and best of luck in your direct primary care journey!

-Dr. Paul Thomas with Startup DPC