5d • General discussion
Membership Pricing??
Welcome to everyone who just joined. Since a lot of you are in the middle of building right now, let's start with the question I get most: How do I price a membership?
Nobody asks their gym to justify $50 a month by counting visits. You pay it whether you go twice or twenty times, and the gym plans its whole business around that predictable base.
Direct Primary Care is the same model. We just haven't been trained to think about it that way.
The typical ranges look like this:
- Gyms: roughly $10 to $60 a month, with premium clubs at $200 or more
- DPC adults: roughly $50 to $150 a month (Depending on Services offered, Offering after hours coverage ... rates are MUCH higher. In a prestigious community? Rates are much higher, Offering Telemedicine only? Rates are likely lower)
- DPC children: $20 to $49 a month (think sick visits and annual physicals)
- DPC families: $350 or more: All inclusive : children typically do not have routine labs etc
So a DPC membership usually lands right around what people already pay to work out it's health care, in a preventative scope. The difference is what's behind it: same-week/day access, a provider who answers their texts, wholesale labs and meds, and someone who actually knows their history.
Where new practices get stuck is pricing per visit in their heads. If you think "she only came in twice this year," $80 a month feels too high. If you think in panel math, it looks different. **500 members at $80 a month is $40,000 a month in recurring revenue** before a single add-on.
The membership pays for access. Utilization is what you manage.
A few things that matter more than the exact number:
- Price by age tier so families can afford to bring everyone in
- Decide what's included before you launch, then protect it
- Know your break-even panel size before you set the price
What are you charging, or planning to charge, for an adult membership? Drop your number and your town size in the comments. We'll dig into pricing on Tuesday's call at 4 PM Arizona time.
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Membership Pricing??
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