Command Family Medicine

What Command Family Medicine does

Command Family Medicine is a physician-owned Direct Primary Care (DPC) practice operating on a membership-based, insurance-free model since its founding in December 2015 by Dr. Luke Van Kirk. The practice serves individuals, families, and small-to-medium employer groups in the Ozarks region of Southwest Missouri through two physical clinic locations in Springfield and Branson. Care is delivered by a team of approximately seven staff including three physicians (Drs. John Lilly, Luke Van Kirk, and Charlie Rasmussen), two nurse practitioners, one physician assistant, and one office manager.

The core product is a flat monthly subscription priced from $33 for children's memberships to $158 for couples, with an individual adult tier at $89/month, granting unlimited primary care visits, extended same/next-day appointment access, and near 24/7 communication with providers via phone, email, text, and video. The technology stack is modest: a standard DPC practice-management workflow, on-site X-ray at $50 per image, and a Cutera Xeo laser for cosmetic procedures. A core operational pillar is the Lawrence Drug wholesale pharmacy partnership, which enables 80-90% member savings on prescriptions and labs. Additional fee-based specialty services include PRP regenerative injections, GLP-1 weight loss via a compounding pharmacy, male hormone replacement, genetic testing, and gut health management.

Revenue is generated primarily through recurring monthly memberships and employer group rates, supplemented by procedural and specialty-service fees. Patient acquisition is largely organic via the practice website (command.md), 97 Google reviews, and word-of-mouth referrals. Employer outreach targets cost savings of 30-65% when DPC is paired with self-funded insurance plans. The practice reports significant member health-economic outcomes, including a 59% decrease in ER visits, a 30% reduction in hospital admissions, and a 62% drop in unnecessary specialist referrals, which underpin both retention and B2B sales messaging.

Name

Command Family Medicine

Legal name

Command Family Medicine

Website

https://command.md

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Command Family Medicine is a physician-owned Direct Primary Care practice in Springfield and Branson, Missouri, offering flat-rate monthly memberships that provide unlimited primary care access, 24/7 provider communication, and wholesale prescription pricing to individuals, families, and employer groups.

Ownership category

akta.pro rank

Product category

Direct Primary Care / Family Medicine

NAICS

Offices of Physicians (6211), Offices of Physicians (except Mental Health Specialists) (621111)

SIC

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

akta.pro industry

PRIMARYHLAFAGAD

Direct Primary Care (DPC) & Concierge Medicine

Healthcare & Life Sciences/Healthcare Providers & Systems/Primary Care & Community Health Providers

Keywords

• Direct primary care
• Family medicine
• Membership healthcare
• Wholesale prescriptions
• Primary care clinic

Headquarters

HQ city

Springfield

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales

Revenue model

1. Monthly Membership Fees: Recurring monthly subscription fees from individual, couple, and family memberships. Like a gym membership model with unlimited access to primary care services.
2. Business/Employer Group Plans: Group membership rates offered to businesses extending DPC services to employees as a healthcare benefit. Often combined with self-funded insurance plans for 30-65% total savings.
3. Specialty Services and Procedures: Additional revenue from specialty services including male hormone replacement, weight loss (GLP-1 medications through compounding pharmacy), genetic testing, gut health management, and Cutera Xeo laser treatments. Some procedures billed at cost of supplies.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Command Family Medicine operates a membership-based Direct Primary Care (DPC) practice delivering family medicine, specialty care services, and wholesale prescription medications directly to patients in exchange for flat recurring monthly membership fees. The practice serves individuals and families in the Ozarks region of Missouri, providing primary care without traditional insurance billing.

Product overview

Command Family Medicine is a Direct Primary Care (DPC) practice operating on a membership-based model, offering four individual membership tiers (Individual at $89/month, Couples at $158/month, Children at $33/month, and Young Adults at $64/month), plus Business Memberships for employers. The core membership provides unlimited primary care access with no co-pays, including preventative services, chronic disease management, acute care, skin treatments, and wholesale prescription/lab savings of 80-90%. Specialty services like Cutera Xeo laser treatments, regenerative injections (PRP), hormone replacement, and weight loss programs are available as add-ons with additional fees. The practice serves both Springfield and Branson, Missouri locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Direct Primary Care Membership Subscription-based family medicine primary care provided directly to individual patients and families in the Ozarks region of Missouri, bypassing traditional insurance billing for a flat monthly fee.
• Specialty Services Specialty medical services offered to DPC members as part of the practice's service portfolio at the Springfield and Branson clinic locations.
• Wholesale Prescription Dispensing In-house wholesale-priced prescription medication dispensing available to members, providing medications at significantly reduced cost compared to retail pharmacy pricing.

Quantifiable outcome

• 59% decrease in ER visits for DPC members
• +6 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Lawrence DrugcoreStrategic or Co-development PartnerPartnership with Lawrence Drug enables Command Family Medicine members to access wholesale pricing on prescriptions. Lawrence Drug also provides a special compounding lab and auto-fill shipping capabilities. This partnership is central to the 80-90% prescription savings promise.
• 360 MedicinecoreTechnology or IntegrationDr. Charlie Rasmussen is a partner at 360 Medicine, which helps staff emergency rooms throughout Southwest Missouri and Arkansas. This partnership provides additional medical expertise and network connections.
• Compounding Pharmacy (for GLP-1 medications)minorStrategic or Co-development PartnerPartnership with compounding pharmacy for weight loss medications (GLP-1 medications). This provides more cost-effective alternatives to commercial weight loss prescriptions.

Scale indicators9 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Atlas MD: Direct Primary Care practice founded by Dr. Josh Umbehr in Wichita, KS — explicitly cited as the inspiration for Command Family Medicine. Operates the same cash-pay, membership-based DPC model without insurance billing.

Broad incumbents

• MDVIP: Large national concierge medicine network offering membership-based primary care with smaller physician panels and 24/7 access. Targets the same consumer willingness to pay for premium primary care but operates at much greater scale.
• SignatureMD: Concierge medicine platform converting traditional practices to membership models. Competes for the same high-engagement primary care consumer and employer-buyer segments as Command Family Medicine.
• One Medical (Amazon One Medical): Now Amazon-owned tech-enabled primary care platform combining memberships with in-person clinics. While broader in scope, it competes for employers seeking modernized, accessible primary care benefits.

Emerging players

• Forward Health: Tech-forward membership primary care practice combining physician visits with diagnostic hardware and app-based care. Comparable consumer value proposition of modern, data-rich, membership-based primary care.
• Parsley Health: Membership-based functional and integrative medicine practice emphasizing root-cause care — directly comparable to Command's integrative/functional medicine approach and specialty add-on positioning.
• Hint Health: Membership management platform purpose-built for DPC practices, billing, and employer contracts — directly addresses the operational layer that underpins a DPC practice like Command Family Medicine.
• PlushCare: Virtual-first primary care subscription provider offering ongoing chronic and preventive care. Overlaps with Command's telehealth/Virtual Care component for geographically dispersed patients.

Others

• Costco / Mark Cuban Cost Plus Drug Company: Adjacent disruptor to Command's wholesale prescription pricing partnership with Lawrence Drug. As transparent cash-pay pharmacy models go mainstream, the relative uniqueness of Command's 80–90% savings message may erode.
• Cox Health Family Medicine (CoxHealth): Largest regional health system in Springfield, MO. Several Command clinicians completed their residencies at Cox, making it the dominant local incumbent against which Command's white-glove DPC positioning competes.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/commandfamilymedicine
• LinkedInlinkedin.com/company/command-family-medicine

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Command Family Medicine