DPC Myth #19: Don’t waste your time trying to sign up small businesses; they won’t be interested.
There’s an old World War II story that’s been retold for decades—the tale of the bullet-riddled planes. Military analysts studied the bombers that returned from missions, mapping where they had been hit in hopes of reinforcing them. But they were asking the wrong question. Instead of looking at where the returning planes had bullet holes, they needed to ask: Where were the planes that didn’t return getting shot? Once they asked the right question, the solution became clear.
When it comes to small employers and direct primary care (DPC), we may be making the same mistake.
Let’s start by busting a major myth: the belief that small employers don’t want DPC. This misconception leads many new DPC physicians to overlook a powerful opportunity. In reality, plenty of small business owners are actively looking for exactly what DPC provides. Others simply haven’t heard of it yet—and don’t know what they’re missing.
To be clear, a small business is one with fewer than 50 employees and no requirement to offer full insurance coverage. I challenge new or soon-to-open DPC physicians to look around their community—even before opening their doors—and consider the small businesses nearby. They will reach out. And many of your individual patients may also own businesses. It’s not a stretch for them to consider expanding your exceptional DPC care to their employees.
So here’s the real issue: we’re asking the wrong question.
The question isn’t, “Do small businesses want DPC?”
The question is, “Is your DPC ready for small businesses?”
Look at the state of healthcare today: rising premiums, rising deductibles, rising costs, and worsening access. It’s a trainwreck. Small employers want to help their employees with healthcare needs—but options are limited. DPC offers a straightforward solution that addresses the vast majority of day-to-day health concerns affordably and effectively.
Some small businesses will find you as word about DPC continues to spread. Many others need to hear the DPC story directly—from you. The question is: are you ready to tell it?
Are you ready to explain DPC clearly?
Are you ready to share your DPC story confidently?
Are you ready to onboard new employees smoothly?
Get prepared now: your space, your materials, your flyers, your elevator pitch, your pricing—all of it.
Small employers need you, doctor. They need DPC.
This DPC Mythbuster Series aims to debunk the most common fears, misconceptions, and half-truths that deter doctors from embracing Direct Primary Care. These opinions are from each individual blogger. You may or may not agree with them, but either way, leave a comment with your thoughts.
