Family to Family

What Family to Family does

Family to Family is a privately held, two-physician integrative functional medicine and holistic healthcare practice co-founded in 1999 by Dr. Lisa Lichtig, MD and Dr. Patrick Hanaway, MD, currently operating from a home office in Weaverville, North Carolina (relocated from Asheville in October 2021 after 22 years at 207 Charlotte Street). The practice delivers out-of-network, fee-for-service care combining conventional Western medicine, IFM-certified functional medicine, and traditional Huichol (Wixárika) shamanic healing performed by initiated Mara'akame practitioners, addressing complex chronic disease, holistic pediatric care, pregnancy and parenting support, and spiritual/emotional healing.

The service portfolio spans functional medicine consultations for adults (2-hour initial visits, 30–90 minute follow-ups), holistic pediatrics from newborn through adolescence, heart of birth & parenting counseling, traditional healing sessions, plant spirit medicine, deep listening sessions, specialty lab testing through LabCorp/Genova/DUTCH/Igenex, and a recurring supplement channel via the FullScript dispensary. Delivery is hybrid: initial visits require in-person attendance at the Weaverville office, while follow-ups and certain new-patient intakes are available via TeleHealth to a local, regional, national, and international patient base. A HIPAA-compliant patient portal (md-hq.com) supports intake forms, visit summaries, and physician messaging.

The business model is direct-pay: patients pay at time of service by cash, check, Zelle, Venmo, or PayPal (payments for traditional healing flow to 'Your Healing Roots'), receive itemized receipts with CPT/ICD-10 codes to seek out-of-network insurance reimbursement (the practice reports 50–80% reimbursement rates for many patients), and may use HSA funds. Medicare is opted-out. Pricing is hourly/session-based ($150–$250/hr depending on service), with package pricing available on select offerings (e.g., 5-session birth & parenting package at $750). Distribution is direct via the practice website, organic content (blog, email newsletter, Facebook, podcasts/webinars featuring Dr. Hanaway), and partner-driven referrals through the IFM and Sacred Fire Community networks. The practice holds no external investment, has no parent company or subsidiaries, and operates as an independent physician-owned entity.

Name

Family to Family

Legal name

Family to Family

Website

https://familytofamily.org

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Family to Family is a two-physician integrative functional medicine and holistic healthcare practice in Weaverville, NC, serving adults, children, and families through fee-for-service consultations, Huichol traditional healing, specialty lab testing, and TeleHealth across local, national, and international markets.

Ownership category

akta.pro rank

Product category

Functional and Integrative Medicine

NAICS

Other Individual and Family Services (624190), Child Care Services (6244)

SIC

Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Family & Parenting Support Services (BPAGAEAC)

akta.pro secondary industries

Family & Parent Support Services (Parent Coaching, Advocacy) (EDAJALAK), Family Coordination & Decision Support (Heirlooms, Keepsakes, Distribution) (HSAFAFAL)

Keywords

• Functional medicine
• Holistic healthcare
• Integrative medicine
• Natural medicine
• Telehealth services

Headquarters

HQ city

Asheville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Functional Medicine Consultations: Out-of-network medical consultations billed by time with physicians. Initial visits are 2 hours for adults, 1.5 hours for children. Follow-up visits are 30-90 minutes. Payment due at time of service. Patients receive receipts with CPT and ICD-10 codes to submit to insurance for potential reimbursement.
2. Heart of Birth & Parenting Consultations: Counseling, coaching and healing sessions for pregnancy, birth and parenting support. $200/session or 5 sessions pre-paid for $750 (25% discount).
3. Plant Spirit Medicine: Initial intake $225, follow-up treatments $125. Payment at time of service by cash or check.
4. Traditional Healing Sessions: Initial appointments: 90 minutes for Lisa ($200), two 60-minute appointments for Patrick ($150/hr). Follow-up appointments: 60 minutes at $150/hr. Payment by Zelle, check, cash, Venmo, PayPal to 'Your Healing Roots'.
5. Listening Sessions: Deep listening sessions with Dr. Lisa to help navigate life, health decisions, and find clarity. Cost: $250/hr.
6. Supplements and Vitamins: Online supplement dispensary through FullScript with 10% patient discount and free standard shipping on orders over $50.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Family to Family is a private functional and holistic medicine practice that provides integrative healthcare services to patients through in-person consultations at its Weaverville, NC clinic and remote TeleHealth visits. The practice delivers root-cause, systems-based medical care using nutritional, lifestyle, and natural medicine approaches, operating as an out-of-network fee-for-service provider.

Product overview

Family to Family is a functional medicine and holistic healthcare practice offering a comprehensive suite of services centered on integrative and functional medicine consultations for adults, children, and families. The practice operates as a unified service portfolio rather than a modular software platform. Core offerings include Functional Medicine Consultations, Holistic Pediatrics, Heart of Birth & Parenting Consultations, Traditional Healing (Huichol shamanic tradition), Lab Testing, and Supplements through their FullScript dispensary. Supporting services include TeleHealth/Virtual Visits, Listening Sessions, Wisdom Teachings (video content), and Plant Spirit Medicine. The practice also provides a HIPAA-compliant Patient Portal for established patients. All services are delivered by licensed MDs trained in Family Medicine, Integrative Holistic Medicine, and Functional Medicine, augmented by traditional healing practitioners.

Differentiator

Problem solved

Functional benefit

Products and services

• Functional Medicine Consultations In-person functional and holistic medicine consultations provided at the Weaverville, NC clinic, including root-cause diagnostic workups and personalized treatment plans using nutritional, lifestyle, and natural medicine approaches. Targeted at individual patients seeking alternatives to conventional medicine.
• TeleHealth Functional Medicine Visits Remote functional and holistic medicine consultations delivered via TeleHealth, providing the same root-cause, integrative care approach as in-person visits for patients who cannot travel to the clinic. Targeted at remote or traveling patients seeking functional medicine care.

Quantifiable outcome

• Nearly 8,000 patients served over 22 years at original Asheville location
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, standard and minor.

• Genova DiagnosticscoreStrategic or Co-development Partner · 1 January 2002Dr. Patrick Hanaway served as Chief Medical Officer at Genova Diagnostics for 10 years (2002-2012), overseeing diagnostic testing development. The practice continues to work with Genova for specialty lab testing including gastrointestinal function, nutritional status, and other specialized assessments. Dr. Hanaway taught for Genova through the 'Learn GDX' program.
• Institute for Functional Medicine (IFM)coreStrategic or Co-development PartnerDr. Hanaway serves as Chief Medical Education Officer at IFM, overseeing development and implementation of programs worldwide. He has taught with IFM since 2005 and continues to lead GI Advanced Practice Module and mentorship program. Chair of COVID task force, Co-Chair of Expert Advisory Board, Senior advisor to CEO. Dr. Lisa is an IFM certified practitioner (completed IFM Certification Program in 2018).
• Cleveland Clinic Center for Functional MedicinecoreStrategic or Co-development PartnerDr. Hanaway helped develop the collaboration between IFM and Cleveland Clinic in 2014, serving as founding Medical Director, then Research Director, and now Research Collaborator. Research focuses on evaluating outcomes of functional medicine models of care.
• LabCorpstandardTechnology or IntegrationStandard laboratory testing ordered through LabCorp, which bills insurance directly. Discounted rates available for patients without lab benefits or high deductibles.
• FullScriptstandardTechnology or IntegrationOnline supplement dispensary platform through which patients can order recommended supplements directly, with 10% patient discount and free shipping on orders over $50.
• Precision Analytics / DUTCH TeststandardTechnology or IntegrationSpecialty hormone testing through DUTCH (Dried Urine Test for Comprehensive Hormones) for in-depth hormone status evaluation.
• IgenexstandardTechnology or IntegrationSpecialty laboratory for Lyme disease testing, partnered with for complex infectious disease diagnostic support.
• Sacred Fire CommunitycoreStrategic or Co-development PartnerInternational nonprofit supporting humanity's connection to heart through fire. Dr. Lisa and Dr. Patrick serve as firekeepers, hosting virtual fires and wisdom webinars. Sacred Fire responds to isolation during COVID-19 pandemic and acknowledges need to address systemic racism and health inequity.
• Blue Deer CenterminorStrategic or Co-development PartnerHealing retreat in Catskills, NY and headquarters for Plant Spirit Medicine, founded by late Eliot Cowan (Dr. Lisa and Dr. Patrick's teacher in the Huichol tradition). Dr. Lisa volunteers for Blue Deer Center helping build relationships with donors.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Parsley Health: Tech-enabled functional medicine practice combining root-cause care with telehealth and coaching; comparable in addressing complex chronic conditions through functional medicine but operates at a much larger, venture-backed scale across multiple U.S. markets.
• The UltraWellness Center (Mark Hyman, MD): Founded by Dr. Mark Hyman, a leading functional medicine physician and author; UltraWellness Center is a small, premium functional medicine practice using systems-based care for chronic disease — directly comparable in service model, physician-led delivery, and cash-pay positioning.
• The Blum Center for Health: Functional medicine practice founded by Dr. Susan Blum; offers integrative care with nutrition and mind-body support — closely comparable physician-led, cash-pay functional medicine model targeting chronic disease patients.

Emerging players

• Forward Health: Tech-enabled preventive primary care membership practice using longer consultations, diagnostics, and telehealth; overlaps with Family to Family's premium, time-intensive consultation model and TeleHealth delivery but is broader in scope and venture-backed.
• Moss Health: Functional and integrative medicine platform offering telehealth visits, labs, and supplements; intersects with Family to Family's cash-pay, supplement-dispensary, and telehealth-enabled functional medicine model but at a younger, tech-first stage.

Broad incumbents

• One Medical (Amazon One Medical): Membership-based primary care network emphasizing longer visits and patient experience; comparable in offering deeper physician relationships and direct-pay/membership access but competes in conventional primary care rather than integrative/functional medicine.
• MDVIP: Network of concierge primary care physicians operating on annual membership fees; comparable in the personalized, low-volume physician-led care model but offers general primary care rather than functional medicine depth.
• Cleveland Clinic Center for Functional Medicine: Hospital-based functional medicine program co-developed with IFM and led by Dr. Hanaway as founding Medical Director; comparable service category but operates at institutional scale inside a major academic medical center rather than a private physician practice.

Others

• Institute for Functional Medicine (IFM): The leading training and certification body for functional medicine, where Dr. Hanaway serves as Chief Medical Education Officer; not a direct competitor but an ecosystem anchor that defines the practice's clinical methodology and referral pipeline.
• Sacred Fire Community: International nonprofit supporting Huichol firekeeping tradition where Dr. Lisa and Dr. Patrick serve as firekeepers; not a clinical peer but the institutional vehicle sustaining the founders' shamanic legitimacy and the pipeline for traditional healing patients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pages/Family-to-Family-Holistic-Family-Medicine/1383844985167907
• LinkedInlinkedin.com/company/family-to-family-your-home-for-whole-health-care

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 to Family