The two shops around here charge about $175/month for a family ($80/month single adult). That's a difficult price to swallow when you have insurance through work, which almost everyone able to pay $175/month does. There's probably some value, but I need a doctor so little, I just can't see paying for it. It's competing with services like Zoomcare, which is basically an on-call online-scheduled prescription service which works very well for my purposes. I struggle to see these Direct Primary Care services getting off the ground unless they're in a very affluent neighborhood where price doesn't really matter anyway.