Cash-based primary care is growing rapidly as patients seek more access, transparency, and personalized care; and as physicians look for more sustainable ways to practice medicine. New research highlights why concierge and direct-pay models are gaining momentum, and what doctors should consider before converting their practices.

Concierge and direct primary care are no longer fringe alternatives to traditional medicine. Between 2018 and 2023, these models grew by more than 80 percent nationwide, signaling a fundamental shift in how physicians want to practice and how patients want to receive care. New research reveals not only why these models are gaining momentum, but also what their rapid evolution means for practices considering the transition.