Direct Pay Model Levels the Primary Care Playing Field—Brian Forrest, M.D., Apex, NC

Uninsured and underinsured patients often pay inflated or “rack” rates for health care services. So family physician Brian Forrest, M.D., of Apex, N.C., decided to design a direct-pay model that has proven to be both financially viable for his practice and affordable for his patients.

Forrest's direct-pay model—where patients pay a modest “membership” fee—allowed him to improve patient access to care and avoid excessive patient volume while still remaining profitable.