Your membership price is the single most important number in your DPC business plan. Set it too high and you'll struggle to fill your panel. Set it too low and you'll burn out trying to make ends meet on volume. Here's how to find the right number.
KNOW YOUR MARKET
DPC pricing varies significantly by geography. Urban practices in high-cost-of-living areas (San Francisco, New York, Boston) can charge $100-200/month for adults. Practices in smaller cities and rural areas typically price at $50-85/month. The national median sits around $85/month for adults.
Before setting your price, research every DPC practice within a 30-mile radius. What are they charging? How full are their panels? If there are no DPC practices nearby, look at comparable markets in similar-sized cities.
THE FINANCIAL MODEL
Work backwards from your financial needs:
1. Determine your target annual revenue (salary + overhead + buffer) 2. Estimate your overhead ($10,000-15,000/month for a typical solo practice including rent, staff, technology, insurance, and supplies) 3. Add your desired take-home pay 4. Divide by your target panel size (400-600 patients) 5. That's your average revenue per patient per month
Example: $200,000 overhead + $300,000 salary = $500,000 needed. Divide by 500 patients = $1,000/patient/year = $83/patient/month.
TIERED PRICING
Most successful DPC practices use age-based tiered pricing: - Children (0-17): $25-50/month - Young adults (18-39): $50-85/month - Adults (40-64): $75-125/month - Seniors (65+): $100-150/month (higher due to increased utilization) - Family plans: 10-20% discount for families of 3+
This approach acknowledges that older patients typically require more care while keeping the practice accessible to younger, healthier patients who balance the risk pool.
THE PSYCHOLOGY OF PRICING
Don't undervalue yourself. Many new DPC physicians set prices too low out of fear or guilt. Remember: you're offering unlimited access to a board-certified physician for less than most people spend on streaming services combined. That's extraordinary value.
Patients who pay $50/month tend to undervalue the service and utilize it less than those paying $85-100/month. Paradoxically, a slightly higher price point can improve both patient engagement and practice sustainability.
WHEN TO RAISE PRICES
Plan to raise your prices 3-5% annually, and communicate this clearly to patients. Grandfather existing patients for 6-12 months if possible. Most DPC practices find that small, regular increases are far better tolerated than large, infrequent jumps.
Start with a price you can sustain at 300 patients (your likely panel at 12-18 months) rather than the price that only works at 600 patients. You can always offer early-member discounts or founding-member rates to incentivize early sign-ups.