Choice Physicians Group

What Choice Physicians Group does

Choice Physicians Group is a privately held, physician-owned Direct Primary Care (DPC) practice based in Overland Park, Kansas, serving the Kansas City metropolitan area. Founded in 1997 by Dr. Mark Holcomb, the practice operates on a membership-based model in which individuals and families pay a flat monthly fee — $60 to $110 for individuals depending on age, $160 for families — plus a one-time $150 enrollment fee, in exchange for unlimited access to primary, acute, and chronic care without insurance billing, co-pays, or deductibles. The clinical team consists of Dr. Holcomb (40+ years of experience, FAA Aviation Medical Examiner) and two board-certified family nurse practitioners, Kristi Lepak and Rachelle Simmons, yielding a small micro-practice of 11-50 employees constrained to a single physical location.

The service portfolio centers on preventative care, wellness and nutrition counseling, chronic disease management, in-office procedures, and lab testing, with a deliberate emphasis on longer appointments and direct physician communication via phone, email, or text. Adjacent offerings include FAA Medical Certification exams for pilots (a fee-for-service add-on monetizing Dr. Holcomb's AME credential), an Employer Group Health Plan channel marketing 20-30% cost savings versus traditional insurance, a Lifestyle Improvement Program in partnership with BioFit (Overland Park), and an upcoming dietary counseling benefit. The practice does not bill insurance, does not accept Medicare/Medicaid, and pairs memberships with HSA or high-deductible plans for catastrophic coverage.

The go-to-market is primarily direct-to-consumer via content marketing (an active blog covering health topics and DPC education) and B2B employer outreach, with all distribution concentrated in a single regional market. The business is bootstrapped with no external funding, no disclosed subsidiaries, no M&A activity, and no patents or regulatory certifications beyond Dr. Holcomb's FAA AME designation. There is no evidence of AI/ML, mobile apps, or proprietary technology platforms underpinning the offering.

Name

Choice Physicians Group

Legal name

Choice Physicians Group

Website

https://choicephysiciansgroup.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Choice Physicians Group is a physician-owned Direct Primary Care practice in Overland Park, Kansas, offering subscription-based primary care to individuals, families, and local employers in the Kansas City area.

Ownership category

akta.pro rank

Product category

Direct Primary Care

NAICS

Offices of Physicians (except Mental Health Specialists) (621111)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Direct Primary Care (DPC) & Concierge Medicine (HLAFAGAD)

Keywords

• Direct primary care
• Primary healthcare services
• Preventive medicine
• Pilot medical certification
• Family medical practice

Headquarters

HQ city

Overland Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Membership Subscriptions: Monthly membership fees covering unlimited primary care visits, direct physician access, and in-office procedures. No co-pays or deductibles.
2. Family Membership Subscriptions: Family plans covering all immediate family members for a flat monthly rate, providing cost savings for larger households.
3. Enrollment Fee: One-time $150 enrollment fee per individual or family membership.
4. FAA Medical Certification Services: Pilot medical certification exams including exam ($175), electrocardiogram ($50), and color vision testing ($20) as separate fee-for-service offerings.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Choice Physicians Group operates a Direct Primary Care (DPC) medical practice offering membership-based primary, acute, and chronic care to individuals and families in the Overland Park and Kansas City area. Members pay fixed monthly fees ($60–$160) for unlimited physician access, longer appointments, and direct communication without insurance involvement. The practice also provides FAA medical certification exams for pilots and supplementary wellness services.

Product overview

Choice Physicians Group offers a Direct Primary Care (DPC) membership model providing relationship-based primary care for individuals and families in the Overland Park and Kansas City area. The core offering includes Individual and Family membership plans (ranging from $60-$160/month) covering unlimited access to primary, acute, and chronic care without insurance requirements. Additional services include FAA Medical Certification for pilots, a Lifestyle Improvement Program (LIP) in partnership with BioFit, dietary counseling, and employer group health plans. The practice serves patients from newborn through age 65+ with services including preventative care, health management, procedures, and lab testing.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Direct Primary Care Membership

Quantifiable outcome

• 20 percent lower healthcare costs compared to traditional insurance-based care
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• BioFit (Overland Park)minorStrategic or Co-development PartnerBioFit provides personalized exercise routines and fitness training services for Choice Physicians Group's Lifestyle Improvement Program. The collaboration offers members integrated wellness guidance combining medical care with fitness expertise.

Scale indicators2 records

Recent moves5 records

Expansion highlights10 records

Emerging players

• SteadyMD: Virtual Direct Primary Care and concierge practice operating remotely across multiple states. Comparable DPC/concierge membership model targeting individuals and employers, differentiated by a fully virtual rather than in-person delivery model.
• Forward: Membership-based preventive primary care company using technology and diagnostics to deliver a tech-enabled, insurance-free primary care experience. Comparable subscription DPC positioning to Choice, but with a tech-forward, multi-location rollout model.

Broad incumbents

• Agilon Health: Value-based primary care company partnering with physician groups to manage Medicare Advantage populations under full-risk capitation. Comparable primary-care-centric, cost-reduction thesis to Choice, but operates at much larger scale and only in senior/MA risk-bearing arrangements.
• Privia Health: Physician-enablement and medical group platform supporting primary care and specialty practices across multiple states, including value-based arrangements. Comparable as a multi-physician primary care operator with employer/payer relationships, though broader in scope than a single-site DPC.
• One Medical (Amazon One Medical): Large-scale membership-based primary care platform (now owned by Amazon) combining in-person and virtual care on a subscription + insurance model. Comparable in offering relationship-based primary care to consumers and employers, but at vastly greater scale and with a tech-enabled operating model.
• Oak Street Health (CVS Health): Value-based primary care provider focused exclusively on Medicare-eligible adults, now owned by CVS Health. Comparable in addressing the senior primary-care market — a segment Choice explicitly cannot serve because it does not accept Medicare — but operates a much larger, risk-bearing clinic model.

Direct peers

• Everside Health: One of the largest DPC networks in the U.S. (formerly Paladina Health), offering employer-sponsored direct primary care memberships at scale. Closest scaled comparable to Choice's employer group plan offering, though operating nationally rather than from a single site.
• Atlas MD: Direct Primary Care practice based in Wichita, Kansas, operating the same membership-based, insurance-free primary care model as Choice Physicians Group. Highly comparable as a fellow Kansas DPC operator with similar panel-size philosophy and employer-channel focus.
• MDVIP: National concierge/DPC network with affiliated physicians offering membership-based primary care with smaller panels and enhanced access. Direct competitor in the same concierge/DPC category, with a much larger affiliated-physician footprint.

Others

• Hint Health: Software and billing platform purpose-built for Direct Primary Care practices. Operates the underlying infrastructure many independent DPCs (including Choice conceptually) use to manage memberships, billing, and employer contracts — an enabler rather than a competitor.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/choicephysiciansgroup
• LinkedInlinkedin.com/company/choice-physician-pc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Choice Physicians Group