What Prairie Rose Family Medicine does

Prairie Rose Family Medicine (PRFM) is a privately-held, family-owned Direct Primary Care (DPC) practice founded in 2022 by Dr. Katie Dunbar, DO, MPH, and co-founded with her mother Kathy Dunbar, RN. The practice operates from a single clinic at 1101 5th Street Suite 102, Coralville, Iowa, serving patients across the Iowa City, Coralville, North Liberty, and Cedar Rapids corridor through in-person visits, telehealth appointments, and direct communication via the Spruce secure messaging platform. Its core service is a subscription-based DPC membership priced between approximately $75 and $165 per adult per month, which bundles unlimited office visits, same-day or next-day scheduling, extended 30-60 minute appointment times, basic procedures, chronic disease management, and direct physician access by phone, text, or email, while explicitly excluding insurance billing for primary care services.

The two-person clinical team delivers comprehensive family medicine spanning newborns to seniors, including wellness visits, preventive care, acute illness management, chronic disease management, and basic in-office procedures, with patients retaining separate insurance coverage for prescriptions, specialist visits, imaging, and hospital care. The underlying technology stack is deliberately minimal: the Spruce application handles secure patient communication, and a Squarespace-hosted website with an educational blog serves as the primary patient acquisition and education channel. A complimentary meet-and-greet consultation with Dr. Dunbar functions as a low-commitment conversion mechanism for prospective members.

Prairie Rose Family Medicine employs a direct-to-consumer go-to-market model reliant on organic website traffic, educational blog content, and community word-of-mouth. The practice is independently owned with no evidence of external investment, private equity backing, or institutional affiliation. There are no disclosed funding rounds, no enterprise or employer-sponsored contracts, no partnerships or alliances, no patents or regulatory certifications, and no AI or machine learning capabilities in use. The business operates as a solo-physician DPC clinic with an integrated nurse co-founder, generating revenue exclusively from monthly and annual membership fees paid by individual consumer members.

Name

Prairie Rose Family Medicine

Legal name

Prairie Rose Family Medicine

Website

https://prairierosefm.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Prairie Rose Family Medicine is a privately-owned Direct Primary Care family medicine practice founded in 2022 in Coralville, Iowa. It serves families and individuals across the Iowa City corridor with subscription-based primary care memberships that include unlimited visits, same-day appointments, and direct physician access via telehealth and secure messaging.

Ownership category

akta.pro rank

NAICS

Offices of Physicians (6211), Offices of Physicians (62111)

SIC

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

akta.pro primary industry

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

akta.pro secondary industry

Independent Primary Care Practices (HLAFAGAA)

Keywords

• Family medicine services
• Direct primary care
• Primary care clinic
• Preventive healthcare
• Telehealth consultations

Headquarters

HQ city

Coralville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. DPC Membership Fees: Monthly or annual membership fees for Direct Primary Care services covering unlimited office visits, telemedicine, direct communication via phone/text/email, preventive care, chronic disease management, and basic procedures with no copays

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Prairie Rose Family Medicine operates as a Direct Primary Care (DPC) practice that sells a monthly membership granting individuals and families unlimited office visits, same-day or next-day appointments, extended 30–60 minute consultations, telemedicine, and direct physician access via phone, text, email, and the Spruce secure messaging platform. Memberships cover wellness visits, preventive care, chronic disease management, acute illness care, and basic procedures, with labs and imaging offered at discounted rates and billed outside the model. The practice does not bill insurance for primary care services and is anchored at a single clinic in Coralville, Iowa.

Product overview

Prairie Rose Family Medicine operates as a Direct Primary Care practice offering a unified membership-based healthcare model. The core product is the Direct Primary Care Membership, which bundles unlimited office visits, direct physician access, and same-day/next-day scheduling. Supporting offerings include complimentary meet-and-greet consultations, telemedicine visits for remote care, in-person office visits at their Coralville location, and direct communication access via secure messaging app. Services span wellness visits, chronic disease management, preventive care, and basic procedures—all covered under the monthly membership with no insurance barriers.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 40% fewer emergency room visits and 30% fewer hospitalizations compared to traditional healthcare systems (DPC industry-wide data cited in blog)
• +3 more outcomes

Segments2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Emerging players

• Forward Health: Tech-forward membership primary care provider combining in-person visits with health-monitoring technology. Targets a similar consumer seeking modernized, relationship-driven care, though with a more technology- and capital-intensive operating model than Prairie Rose.
• Parsley Health: Membership-based primary care practice with a functional/holistic medicine focus, combining in-person and virtual visits. Overlaps with Prairie Rose on the subscription-care, longer-visit model but differentiates via functional medicine orientation and a virtual-first footprint.

Broad incumbents

• One Medical (Amazon): Tech-enabled membership primary care platform now owned by Amazon, offering same-day appointments, telehealth, and direct messaging across a national footprint. While much larger and not purely DPC, it competes for the same relationship-based primary care consumer.
• Agilon Health: Partnership-based primary care platform partnering with local physician groups to deliver value-based care, particularly for seniors. Comparable in that it organizes care around the primary care physician relationship, but operates at a national scale through capitated contracts.
• Oak Street Health (CVS Health): Value-based primary care provider focused on Medicare-eligible adults, now part of CVS Health. Operates a relationship-based primary care model that overlaps with DPC principles but at much greater scale and with full-risk insurance contracts.
• CVS MinuteClinic / Oak Street Primary Care: Large-scale retail and primary care platforms offering convenient, low-acuity primary care services with insurance billing. They compete for low-acuity primary care demand that Prairie Rose also addresses, though via an insurance-based, high-volume model.

Direct peers

• MDVIP: National concierge medicine network offering membership-based primary care with extended visits and direct physician access. Operates a closely related but larger-scale version of Prairie Rose's value proposition through affiliated physicians across the U.S.
• Atlas MD: One of the most well-known Direct Primary Care practices, founded in Kansas City. Atlas MD operates a near-identical membership-based primary care model with monthly fees, same/next-day access, and direct physician communication — making it the closest direct peer to Prairie Rose Family Medicine.

Others

• Hint Health: DPC-focused software and network platform that powers many independent DPC practices across the U.S. Acts as a key infrastructure provider for the DPC ecosystem that Prairie Rose operates within, including billing, membership management, and DPC network participation.

Regional players

• Concierge Medical Practices (Local/Regional): Independent concierge medicine practices in other U.S. markets that operate on a similar membership-based, low-panel primary care model. They compete with Prairie Rose for the same archetype of consumer in their respective geographies, illustrating both the proven model and the fragmentation of the market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PrairieRoseFM
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/prairie-rose-family-medicine

Revenue estimate

Valuation estimate

Number of profiles

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 Prairie Rose Family Medicine