Family First Urgent Care

What Family First Urgent Care does

Family First Urgent Care is a privately held, family-owned urgent care and primary care practice founded in 1981 by Dr. Dennis Mojares as the Walk-In Medical Treatment Office in West Long Branch, New Jersey. The company operates six physical locations across Monmouth, Middlesex, and Ocean Counties in New Jersey — four walk-in urgent care clinics in Oakhurst, Toms River, Eatontown, and Old Bridge, plus appointment-based primary care offices in Brick and Oakhurst — with a seventh location announced for Howell in 2026. It was the first urgent care center in Monmouth County and one of the earliest in New Jersey, and it remains UCAOA Accredited. Family First is partnered with RWJBarnabas Health and serves as a clinical training site for Monmouth University and Rutgers-NJ Medical School.

The company's core technology stack is conventional point-of-care clinical infrastructure: on-site digital X-ray (seven days a week), 12-lead EKG, spirometry, Retinavue retinal imaging, in-clinic lab/blood work, rapid antigen testing (COVID, strep, influenza), DOT-compliant urine drug screening, and evidential breath alcohol testing. Patient access is enabled through Solv Health online reservations (urgent care) and healo scheduling (primary care), with Collectly handling patient bill payment. No proprietary software, mobile application, or AI/ML capabilities are described in the available data.

Family First generates revenue across four streams: (1) fee-for-service urgent care visits paid via insurance or self-pay on a walk-in basis; (2) appointment-based primary care, functioning as a recurring revenue layer through chronic disease management and preventive care; (3) employer-funded occupational medicine, including DOT/CDL physicals, pre-employment drug screening, breath alcohol testing, and workers' compensation cases; and (4) PIP/car accident injury treatment with direct billing to PIP carriers. Customer mix is predominantly individual/family consumers with secondary exposure to local school districts (school physician contracts and sports physicals) and small-to-mid employers needing occupational health compliance. The practice has earned NJ Monthly Top Doctor recognition for ten consecutive years.

Name

Family First Urgent Care

Legal name

Family First Primary Care

Website

https://familyfirst-urgentcare.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

Family First Urgent Care is a family-owned New Jersey urgent care and primary care provider operating six clinics across Monmouth, Middlesex, and Ocean Counties. It serves walk-in patients, families, local employers via occupational medicine, and area school districts, in partnership with RWJBarnabas Health.

Ownership category

akta.pro rank

Product category

Walk-in Urgent Care and Primary Care

NAICS

Offices of Physicians (62111), Offices of Physicians (except Mental Health Specialists) (621111), Ambulatory Health Care Services (621)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Health Services (8000)

akta.pro primary industry

After-Hours & Walk-In Primary Care Clinics (HLAFADAH)

akta.pro secondary industries

Retail & Walk-In Primary Care Clinics (HLAFAGAC), Occupational Medicine & Work Injury Urgent Care Clinics (HLAFADAG)

Keywords

• Urgent care services
• Primary care medicine
• Occupational health services
• Walk-in medical clinic
• Diagnostic testing services

Headquarters

HQ city

Oakhurst

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Urgent Care Services: Fee-for-service healthcare visits for acute and non-life-threatening illnesses and injuries. Patients pay through insurance or self-pay at time of service. Walk-in basis with no appointment required.
2. Primary Care Services: Ongoing primary care services including preventive care, chronic disease management, and wellness visits. Insurance-based billing with appointment scheduling.
3. Occupational Medicine: Employer-funded services including DOT/CDL physicals, pre-employment drug screening, breath alcohol testing, workers' compensation visits, and workplace injury treatment. Billed directly to employers or workers' comp carriers.
4. PIP/Car Accident Treatment: Personal Injury Protection insurance billing for car accident injuries. Direct billing to PIP carriers with documentation for insurance claims.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Family First Urgent Care operates walk-in urgent care clinics at four New Jersey locations (Oakhurst, Toms River, Eatontown, Old Bridge) and appointment-based primary care practices at two locations (Brick and Oakhurst). The practice treats acute, non-life-threatening illnesses and injuries, manages chronic conditions, and delivers occupational medicine (DOT/CDL physicals, drug screening, workers' compensation) with on-site digital X-ray, EKG, spirometry, lab work, and same-day diagnostic testing. Services are billed through insurance, employer contracts, PIP carriers, or self-pay, with online reservations available through Solv Health and healo.

Product overview

Family First Urgent Care operates as a healthcare provider offering urgent care and primary care services through a network of six locations in New Jersey. The urgent care division provides walk-in treatment for acute, non-life-threatening conditions at four locations (Oakhurst, Toms River, Old Bridge, Eatontown), while primary care services for preventive and chronic disease management are available at two locations (Brick and Oakhurst). The product portfolio includes core urgent care and primary care services, supplemented by comprehensive diagnostic testing (X-rays, EKGs, spirometry, lab work), occupational medicine services (DOT/CDL physicals, drug screening, workers' compensation), and specialized care areas including women's health, men's health, geriatric care, chronic disease management, and lifestyle/wellness programs. The company is UCAOA certified and partnered with RWJBarnabas Health.

Differentiator

Problem solved

Functional benefit

Products and services

• Urgent Care Services Walk-in urgent care for acute and non-life-threatening illnesses and injuries, available evenings and weekends at four locations (Oakhurst, Toms River, Old Bridge, Eatontown) in New Jersey. Open seven days a week with no appointment required.
• Primary Care Services Appointment-based primary care for preventive care, chronic disease management, women's health, men's health, geriatric care, and lifestyle/wellness at two locations (Brick and Oakhurst, NJ). Accepting new patients with online scheduling.
• Occupational Medicine Employer-focused services including DOT/CDL physicals, pre-employment and random drug screening, breath alcohol testing, workers' compensation injury treatment, and workplace injury documentation for local employers.
• COVID-19 Testing Rapid antigen tests (results in 15-30 minutes) and PCR tests (24-48 hour turnaround) for symptomatic patients, workplace clearance, and travel documentation.

Quantifiable outcome

• Most visits completed within an hour
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• RWJBarnabas HealthcoreStrategic or Co-development PartnerFamily First Urgent Care is partnered with RWJBarnabas Health, one of the largest healthcare systems in New Jersey. This partnership provides patients with access to the broader RWJBH hospital network and specialist referrals when higher levels of care are needed.
• Monmouth UniversitycoreStrategic or Co-development PartnerAccredited Urgent Care facility designated as a proud partner of Monmouth University. The practice serves as a clinical training site for nursing and medical students from Monmouth University, Rutgers-NJ Medical School, and other institutions.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Patient First: Mid-Atlantic urgent care and primary care chain operating walk-in clinics across New Jersey, Virginia, Maryland, and Pennsylvania. Closely comparable combined urgent care + primary care model with on-site labs, X-ray, and occupational medicine.
• CityMD: Large urgent care chain with deep presence across New Jersey and the New York metro. Directly comparable walk-in urgent care model with on-site diagnostics and extended hours — primary competitive threat in Family First's service area.
• Concentra: Largest U.S. occupational medicine provider with NJ sites. Direct overlap on the employer-funded side of Family First's business — DOT physicals, drug screening, workers' compensation, and work injury treatment.
• American Family Care (AFC Urgent Care): National urgent care franchise with multiple NJ sites offering walk-in care, occupational medicine, and on-site diagnostics. Directly comparable scope of services including DOT physicals, drug screening, and lab work.
• GoHealth Urgent Care: Tech-enabled urgent care operator with multiple NJ sites, in-network with major insurers and partnered with health systems. Comparable walk-in urgent care offering with strong digital booking and telehealth integration.

Regional players

• AtlantiCare: Regional NJ health system serving the southern shore including Ocean County where Family First operates. Competes through system-affiliated primary care and urgent care sites, though its core footprint is farther south.
• CentraState Healthcare System: Community health system headquartered in Freehold, NJ (Monmouth County) with affiliated primary care and walk-in services. Directly competes in Family First's core Monmouth County catchment.

Emerging players

• Carbon Health: Tech-first urgent care and primary care operator with app-based booking, telehealth, and AI-assisted documentation. Comparable urgent care + primary care service mix but with a much stronger digital-first model.

Broad incumbents

• Hackensack Meridian Health: Large New Jersey health system operating its own urgent care centers and primary care network. Comparable primary care and walk-in service lines, and a competitor for RWJBarnabas-aligned referrals in the same geography.
• Summit Health: Multi-specialty medical group with urgent care, primary care, and specialty services across NJ and NY. Operates CityMD urgent care sites and competes for the same walk-in patient population in central/northern NJ.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/familyfirstuc
• Facebookfacebook.com/familyfirsturgentcare
• LinkedInlinkedin.com/company/family-first-urgent-care

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Family First Urgent Care