Giving Back

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This is Arizona Iced Tea CEO Domenick “Don” Vultaggio. This is his product:

What the hell does this have to do with Direct Primary Care? A lot. First, I am not a big drinker of Arizona Iced Tea but I will get it now and then when I am on a long roadtrip. I am also not here to defend or not defend sugary drinks. I just like what this guy said. Yes, he could raise is prices but “why?”

This is not to say you shouldn’t raise your membership rates now and then. I did. I just think we need to be careful about gouging.

Just because you could doesn’t always mean you should.

I have seen exorbitant membership rates in some practices which blew my mind. I talked about one physician’s practice at my DPC Summit lecture in 2024 when I examined DPC practices that failed. Sure, this doc still had a full panel and wasn’t failing but was she catering to the wealthy only? The answer is YES, because that’s who is paying $400 or $500 a month.

I understand demographic differences that may reflect in your price but I still HOPE that the majority of us keep their prices affordable for the majority. That’s what makes DPC special. And it would make Domenick “Don” Vultaggio proud.

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About Douglas Farrago, MD

Dr. Farrago is a retired family physician based in Forest, Virginia. Since 2021, he has run DPCnews.com, a leading resource for the Direct Primary Care (DPC) movement. He is the author of three best-selling books on Direct Primary Care: The Official Guide to Starting Your Own Direct Primary Care Practice The Direct Primary Care Doctor’s Daily Motivational Journal Slowing the Churn in Direct Primary Care (While Also Keeping Your Sanity) In 2016, Dr. Farrago conceived the idea for the Direct Primary Care Alliance and co-founded the organization alongside other pioneering DPC physicians. He is widely recognized as a leading expert in the DPC model and frequently lectures to medical students, residents, and practicing physicians on how to successfully start and run their own DPC practices.Dr. Farrago sold his Direct Primary Care practice in October 2020 but continues to receive care there as a patient.