Direct Primary Care Market Size & Outlook, 2025-2033

Direct Primary Care Market Size

The global direct primary care (DPC) market size was valued at USD 61.34 billion in 2024 and is projected to grow from USD 64.50 billion in 2025 to reach USD 96.39 billion by 2033, growing at a CAGR of 5.15% during the forecast period (2025–2033).

A major driver of the global direct primary care market is the growing demand for personalized and accessible healthcare services. Patients increasingly seek longer consultations, direct communication with physicians, and preventive care, features that DPC offers without the constraints of insurance billing. The dissatisfaction with traditional healthcare models, characterized by rushed appointments and administrative delays, is prompting individuals to explore subscription-based DPC services.

Moreover, employers are recognizing the benefits of DPC in improving employee health outcomes, reducing absenteeism, and lowering long-term healthcare costs. The COVID-19 pandemic further emphasized the need for convenient and continuous primary care access, accelerating the adoption of DPC. This care model promotes stronger doctor-patient relationships, proactive health management, and greater patient satisfaction, making it an appealing alternative for individuals and companies alike, thereby fueling the global growth of the DPC market.

Latest Market Trends

Growing Physician Adoption

The DPC model is witnessing increased adoption among physicians seeking relief from the administrative burdens and burnout associated with traditional insurance-based systems. Physicians are drawn to the DPC model for its emphasis on patient relationships, autonomy, and reduced paperwork. This trend reflects a growing dissatisfaction with fee-for-service models that often limit time with patients and increase bureaucratic overhead.

• For instance, in a 2023 survey by the American Academy of Family Physicians (AAFP), 9% of family physicians reported operating a DPC practice, up sharply from just 3% in 2022 and 5% in 2021. An additional 2% said they were in the process of transitioning to DPC in 2023. Another survey noted that 11% of physicians in 2023 were either already in a DPC practice or transitioning to one, up from only 2% in 2022.

This surge underscores the appeal and growth potential of the DPC model.

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Direct Primary Care Market Growth Factors

Rising Healthcare Costs

The escalating costs of healthcare globally are pushing patients and providers to seek more affordable care delivery models, significantly boosting the adoption of Direct Primary Care (DPC). This model eliminates third-party payers and insurance complexities, offering fixed monthly fees and greater price transparency for patients.

• According to the American Medical Association, in 2023, total U.S. health spending increased by 7.5%, reaching $4.9 trillion or approximately $14,570 per person, the highest rise since the early 2000s, excluding pandemic years. Furthermore, projections indicate continued growth, with healthcare expenditures expected to rise by 8.2% in 2024 and 7.1% in 2025, outpacing GDP.

These unsustainable costs make DPC an attractive solution, especially for individuals without employer-sponsored insurance or high-deductible health plans. As inflationary pressures persist, DPC's cost-effective approach is likely to gain traction across both developed and emerging economies.

Market Restraining Factors

Limited Access and Awareness

One of the primary restraints facing the global market is limited access and low public awareness. DPC practices are predominantly concentrated in urban and developed regions, leaving rural populations underserved. Many patients are unfamiliar with the DPC model, often confusing it with concierge care or assuming it's cost-prohibitive.

Additionally, healthcare providers in some countries lack the infrastructure or regulatory support to transition away from traditional insurance models. This knowledge gap among both patients and practitioners hampers adoption. Without broader educational initiatives and supportive policy frameworks, the growth of DPC will remain restricted, particularly in developing and remote areas where affordable care is most needed.

Market Opportunities

Technology Integration

The integration of advanced technologies presents a significant opportunity for growth in the global DPC market. Digital health tools such as telemedicine platforms, AI-driven chatbots, automated scheduling, and remote patient monitoring systems are streamlining administrative processes and enhancing patient engagement. These technologies allow providers to operate efficiently while offering personalized care at lower costs.

• For instance, in July 2025, Direct Meds launched a company-wide AI-powered platform with agents such as OLIVER, EMMA, and TARA to streamline member onboarding, messaging, billing, and checkout issues. This initiative reduced live chat volume by ~30% and email inquiries by ~50%, enabling scalable patient care while preserving service quality.

With growing patient expectations for digital convenience, DPC practices that integrate such innovations stand to expand their reach, improve outcomes, and achieve sustainable operational models.

Regional Insights

North America leads the global market due to its mature healthcare infrastructure and rising dissatisfaction with traditional insurance-driven care. Increasing adoption by physicians seeking to avoid administrative complexities, combined with growing employer participation in DPC plans, is fueling regional growth. Patients are increasingly attracted to the model’s affordability and accessibility. Widespread digital health integration, including telemedicine and patient portals, further supports expansion. Additionally, policy discussions around value-based care models are encouraging broader adoption of alternatives like DPC, solidifying North America's position as the leading hub for innovation in this space.

U.s. Direct Primary Care Market Trends

• The U.S. market is rapidly expanding due to high insurance premiums and physician burnout. Over 1,600 practices now operate nationwide, offering patients unlimited visits for a monthly fee. For instance, Forward Health and Atlas MD are pioneering scalable tech-enabled DPC models. Employers are also embracing DPC to lower healthcare costs and improve employee wellness, especially in states like Texas, Florida, and California.
• Canada’s direct primary care (DPC) market remains nascent but is gaining traction amid rising wait times in the public system. Clinics like CloudMD and WELL Health are testing membership-based primary care to offer faster access and personalized services. Although provincial healthcare laws restrict widespread implementation, private DPC models are emerging in urban centers like Toronto and Vancouver, targeting high-income patients seeking convenience and consistent medical relationships.

Asia-Pacific Direct Primary Care Market Trends

Asia Pacific presents strong growth potential for the global market, driven by rapid urbanization, expanding middle-class populations, and growing dissatisfaction with overcrowded public healthcare facilities. The region is witnessing a surge in private primary care clinics adopting subscription-based models, especially in metropolitan areas. Increasing mobile health adoption and digital literacy are making DPC more accessible. Startups are also entering the market, offering tech-enabled primary care plans. The rising demand for personalized healthcare, coupled with evolving patient expectations and government encouragement of digital health initiatives, is driving regional expansion of DPC offerings.

• China’s direct primary care (DPC) market is gradually emerging amid a strained public healthcare system and rising demand for personalized medical services. Urban centers like Shanghai and Beijing are witnessing pilot DPC models through tech-integrated clinics such as JD Health. With growing middle-class income and dissatisfaction with overcrowded hospitals, China holds potential for DPC expansion, especially through public-private collaborations and telemedicine integration.
• India’s market for direct primary care (DPC) is gaining traction as private healthcare startups explore subscription-based primary care services. Companies like Clinikk and MFine are introducing affordable monthly plans combining teleconsultation and in-person visits. Given the challenges of doctor shortages and hospital crowding, particularly in tier-2 and tier-3 cities, DPC offers a scalable, low-cost solution that aligns with India’s digital health initiatives like Ayushman Bharat Digital Mission.

Europe Direct Primary Care Market Trends

In Europe, the DPC model is gaining traction as health systems face pressure from rising costs and workforce shortages. Increasing demand for patient-centered care and reduced waiting times is encouraging experimentation with DPC-style services. Healthcare providers are exploring subscription-based, out-of-pocket models to ease dependence on overburdened public systems. The region’s growing focus on digital transformation in healthcare, including virtual consultations and AI-driven health monitoring, complements DPC frameworks. Regulatory support for alternative care delivery and rising public-private collaborations are paving the way for the sustainable growth of DPC models in the European healthcare ecosystem.

• Germany’s direct primary care (DPC) industry is gradually gaining traction amid growing dissatisfaction with long wait times in the public healthcare system. While the model is not yet widespread, startups like Kry and TeleClinic are paving the way with subscription-based virtual GP services. Rising private health insurance uptake and increasing demand for personalized care are creating favorable conditions for DPC adoption in urban centers like Berlin and Munich.
• The UK’s direct primary care (DPC) market is emerging as a complementary model to the NHS, particularly in private and concierge healthcare settings. Providers like Livi and GP at Hand offer fixed-fee subscriptions for unlimited GP access. With patients increasingly willing to pay for shorter wait times and continuity of care, DPC is finding a niche among self-funded patients and employers, especially in London and other densely populated regions.

Service Type Insights

The preventive care services segment holds a significant share in the global market due to its emphasis on early detection and long-term wellness. Services such as routine screenings, vaccinations, lifestyle counseling, and annual check-ups help reduce the risk of chronic diseases and costly emergency interventions. By offering comprehensive and continuous care, DPC models encourage proactive health management, thereby enhancing patient outcomes and satisfaction while reducing overall healthcare expenditures for individuals and employers.

Provider Type Insights

Independent physicians and clinics form a crucial part of the market, especially in suburban and urban areas. These providers offer personalized, accessible care without third-party billing, allowing for greater patient engagement and physician autonomy. Their flexible practice models and lower overhead costs attract patients seeking consistent and transparent healthcare services. These clinics are often the first adopters of DPC, leading to better continuity of care, reduced administrative burden, and improved provider-patient relationships.

Age Group Insights

The adults (18–64 years) segment represents the largest consumer group in the market. This demographic, including working professionals and families, prioritizes affordable and accessible primary healthcare services. DPC models cater to this group by offering flat-rate, subscription-based care for preventive services, chronic disease management, and virtual consultations. Rising healthcare costs and insurance complexities drive more adults to choose DPC for its transparency, convenience, and time-efficient approach, leading to improved health outcomes and reduced absenteeism.

End-User Insights

The individual segment is a key driver of the market, fueled by growing awareness of affordable, insurance-free healthcare options. Uninsured or underinsured populations, freelancers, and gig workers increasingly opt for DPC subscriptions for consistent access to quality care. This model appeals to individuals seeking better doctor access, minimal wait times, and direct communication with providers. As healthcare consumerism rises, individuals value the personalized and predictable nature of DPC services over traditional insurance-based systems.

Company Market Share

Companies in the direct primary care market are focusing on expanding patient memberships, enhancing digital health platforms, and forming strategic partnerships with employers and telemedicine providers. They are also investing in personalized care models, streamlining operational efficiency, and integrating data analytics to improve patient outcomes. Additionally, efforts are being made to scale services geographically and develop hybrid care delivery models to attract a broader demographic and increase overall market penetration.

MDVIP: MDVIP is a leading U.S.-based provider of personalized healthcare and a pioneer in the Direct Primary Care (DPC) model. Founded in 2000, MDVIP partners with over 1,100 affiliated physicians and serves more than 380,000 patients nationwide. The company offers a membership-based model that provides patients with comprehensive annual physicals, same- or next-day appointments, and 24/7 physician availability. MDVIP emphasizes preventive care, longer consultations, and strong doctor-patient relationships, positioning itself as a premier provider in the growing DPC landscape.

• In April 2025, MDVIP expanded its Florida footprint by opening four new primary care practices: two in South Florida, Coral Springs and Stuart, with Drs. Theresa Collier and Chris Rao are joining the network, and two on the Gulf Coast in Naples and Palm Harbour, led by Drs. Mailin Ortega and Melissa Torres.

List of key players in Direct Primary Care Market

1. One Medical (a subsidiary of Amazon)
2. MDVIP
3. Forward Health
4. Elation Health
5. Iora Health (acquired by One Medical)
6. Qliance Medical Group
7. Hint Health
8. Paladina Health (now Everside Health)
9. Nextera Healthcare
10. R-Health

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Recent Developments

• July 2025- Scale by SEO, a visibility-focused digital agency, and Best DPC, a national resource platform for DPC clinics, have announced a strategic partnership to help DPC providers grow their reach and impact. With interest in DPC rising across the country, this collaboration aims to ensure more clinics are seen, trusted, and chosen by patients actively seeking better healthcare options.
• July 2025- Cascade Primary Care, led by Dr. Greg Miller, is excited to introduce its new Direct Primary Care (DPC) practice in River Falls. This innovative, subscription-based healthcare model is designed to provide the community with more accessible, affordable, and highly personalized medical care.
• April 2025- Primary care provider knownwell partnered with Eli Lilly’s LillyDirect to deliver in-person and virtual primary care, nutrition counseling, and behavioral-health services. Fully covered by insurance, the collaboration broadens access to metabolic and weight-management care, supporting Lilly’s expansion of its telehealth platform and rising demand for Zepbound‑inclusive treatment pathways.