CovenantMD

What CovenantMD does

CovenantMD, LLC is a privately held Direct Primary Care (DPC) practice founded in January 2016 by Dr. Patrick Rohal in Lancaster, Pennsylvania. It operates two clinical locations — its Lancaster headquarters at 930 Red Rose Court and a second clinic at 2811 N. George Street in York opened January 2019 — serving south-central Pennsylvania. The practice contracts directly with patients and employers rather than billing health insurance, offering a monthly subscription that covers unlimited office visits with no copays, same- and next-day appointments, 30-90 minute visit slots, 24/7 phone/text/email access, housecalls and worksite visits, and a menu of in-office procedures.

The technology stack is built around third-party, healthcare-grade integrations rather than proprietary AI: Spruce Health provides secure messaging, calling, and video for telemedicine; Elation Passport serves as the patient-facing portal tethered to the EMR for lab results, medication, and allergy history; and RubiconMD powers specialty e-consults that deliver specialist opinions within hours. Operationally, CovenantMD runs an on-site pharmacy that dispenses medications at prices often 90%+ below wholesale, plus in-office phlebotomy with deeply discounted lab panels (e.g., CBC at $2.40, CMP at $3.15) and coordinated discounted radiology (MRI $450, CT $300-500). Patient panels are intentionally capped at 600 per doctor versus a typical 2,500-patient family medicine load, which underpins the access and visit-length differentiators.

The business model is subscription recurring revenue with tiered age-based pricing for individuals ($50-90/month) and discounted employer pricing ($30-85/month) sold to small and mid-size businesses of 5-300 employees as either a standalone benefit or paired with a high-deductible or health-sharing plan. Ancillary margin from the in-house pharmacy, lab pass-through, and procedure inclusion supplements membership fees. The go-to-market motion is direct-to-consumer augmented by employer partnerships, with marketing driven by an educational blog, community presentations (Lancaster Chamber of Commerce, Free Market Medical Association), free 30-minute information sessions, organic social, and a 2018 SCORE Small Business Development Award. The practice is entirely founder- and operator-owned with no disclosed external funding rounds, parent company, or subsidiaries.

Name

CovenantMD

Legal name

CovenantMD, LLC

Website

https://covenantmd.net

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

CovenantMD is a Direct Primary Care practice operating two clinics in Lancaster and York, Pennsylvania, serving individual patients, families, and small-to-mid-size employers through monthly subscriptions that bypass insurance billing. It offers unlimited visits, telemedicine, an in-house pharmacy, and discounted labs and radiology.

Ownership category

akta.pro rank

Product category

Direct Primary Care

NAICS

Offices of Physicians (6211)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

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

Keywords

• Direct primary care
• Family medicine
• Primary care membership
• Telemedicine services
• Employer health benefits

Headquarters

HQ city

Lancaster

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, Supply Chain, Infrastructure

Revenue model

1. Monthly Membership Fees: Patients pay a monthly subscription fee for unlimited office visits, telemedicine, house calls, and access to discounted medications, labwork, and radiology. No insurance billing. Fee varies by age tier.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

CovenantMD provides Direct Primary Care (DPC) services through a membership model where patients pay a flat monthly fee for unlimited office visits, 24/7 physician access, telemedicine, in-house pharmacy dispensing at wholesale prices, discounted lab work and radiology coordination, and access to specialty e-consultations. The practice operates without insurance billing, offering transparent pricing and extended, unhurried visits to a deliberately small patient panel.

Product overview

CovenantMD is a Direct Primary Care practice offering a membership-based model where patients pay monthly fees ($50-90/month depending on age) for unlimited primary care access. The core offering combines Direct Primary Care membership with integrated telemedicine via Spruce Health, an in-house pharmacy, discounted lab work, and radiology coordination. Additional services include a weight loss program, specialty e-consultations via RubiconMD, and employer health plans. The practice operates two locations in Lancaster and York, PA, providing family medicine to patients without billing health insurance.

Differentiator

Problem solved

Functional benefit

Products and services

• Direct Primary Care Membership Subscription-based primary care membership providing unlimited office visits, 24/7 direct physician access, telemedicine, preventive care, chronic disease management, and acute care for individuals and families who pay a flat monthly fee rather than using insurance. Capped at roughly 600 patients per physician to enable extended visits and same/next-day appointments.
• Employer-Sponsored Direct Primary Care Plan Direct Primary Care memberships offered at reduced per-employee rates to small and mid-sized employers as an employee health benefit, providing employees and their families unlimited primary care access, telemedicine, and reduced-cost medications, labs, and radiology.
• In-House Pharmacy Dispensing On-site dispensing of common generic medications at wholesale-plus pricing, available to DPC members and typically priced at 90%+ off retail pharmacy rates, with transparent published prices.
• Discounted Laboratory and Radiology Coordination Coordination of blood work and imaging services through partner labs and radiology groups at deeply discounted cash prices, made available to DPC members as part of the membership offering.

Quantifiable outcome

• Type 2 diabetic patient reduced quarterly bloodwork cost from $400 to $30
• +3 more outcomes

Named customers1 record

Segments3 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

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• BCF GroupcoreChannel Partner/ Reseller/ Distributor · 29 September 2015BCF Group provides insurance products and services to businesses and individuals, partnering with CovenantMD to offer a comprehensive healthcare solution. Small, medium, and large businesses can take advantage of CovenantMD's primary care paired with BCF insurance products. Brad Forney, CRM at BCF Group serves as contact for insurance options inquiries.
• RubiconMDcoreTechnology or Integration · 1 January 2015RubiconMD provides telemedicine platform for specialty e-consultations, enabling CovenantMD patients to receive specialist opinions within hours rather than waiting months for in-person specialist appointments. This integration helps maintain continuity of care while providing access to specialty expertise.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Premise Health: Large provider of employer-sponsored on-site and near-site primary care clinics. Targets the same mid-market and enterprise employer channel as CovenantMD's B2B offering, but at much larger scale with full primary care programs, pharmacy, and occupational health.
• One Medical (Amazon One Medical): Membership-based primary care platform acquired by Amazon. Overlaps with CovenantMD on subscription model and tech-enabled patient experience, but operates at vastly larger scale with insurance billing, employer contracts, and a national footprint. Represents the 'scale version' of CovenantMD's model.
• MDVIP: National concierge medicine network with affiliated primary care physicians who limit panels and charge annual membership fees. Comparable on model (smaller panels, retainer fees) but serves a higher-income segment and operates at much larger scale as a network/franchise.

Direct peers

• Palmetto Proactive: DPC practice in South Carolina offering monthly-membership primary care, in-house pharmacy, and discounted labs. Closely mirrors CovenantMD's value proposition and target customer (individuals, families, and employer clients) in a regional market.
• Atlas MD: Direct Primary Care practice in Wichita, KS, often credited as a pioneer of the modern DPC movement. Same business model: monthly membership, no insurance billing, in-house pharmacy with wholesale-priced meds, employer packages. Direct comparable on model, pricing structure, and employer channel.
• DirectMed DPC: DPC practice offering membership-based primary care, in-house dispensing, and employer packages. Operates in a similar small-clinic footprint to CovenantMD with comparable pricing tiers and ancillary services.
• Pure Family Medicine: Direct Primary Care practice with similar subscription model, extended visits, and employer partnerships. Comparable in scale (single- or multi-provider clinics) and target market (individuals and small/mid-size employers seeking primary care benefits).

Others

• Free Market Medical Association: Trade association that promotes DPC and direct-pay healthcare models. Relevant as an ecosystem/peer network CovenantMD actively participates in (Dr. Rohal presents at FMMA conferences), shaping the broader DPC market and referral pipeline.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CovenantMD
• LinkedInlinkedin.com/in/patrick-rohal-md-faafp-579bb641

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 CovenantMD