Membership-based Primary Care Services Market Size and Share Analysis - Growth Trends and Forecasts (2025-2032)

Market Size and Trends

The Membership-based Primary Care Services market is estimated to be valued at USD 9.8 billion in 2025 and is expected to reach USD 22.7 billion by 2032, growing at a compound annual growth rate (CAGR) of 13.8% from 2025 to 2032. This robust growth reflects increasing adoption of personalized healthcare models, driven by rising consumer demand for convenient, continuous care and cost-effective management of chronic conditions. The expansion of digital health technologies further supports market scalability during this period.

Current market trends indicate a strong shift towards value-based care facilitated through membership models that emphasize preventive and proactive health management. Integrating telehealth services and enhanced patient engagement platforms is becoming commonplace, allowing providers to deliver seamless, accessible care. Additionally, employers and insurers are increasingly endorsing subscription-based primary care to improve health outcomes and reduce overall healthcare costs, fueling broader acceptance and innovation within the sector.

Segmental Analysis:

By Care Model: Dominance of Direct Primary Care Driven by Accessibility and Cost Transparency

In terms of By Care Model, Direct Primary Care contributes the highest share of the market owing to its patient-centric approach that emphasizes accessibility, affordability, and personalized care. This model removes traditional insurance barriers, allowing patients to pay a flat monthly or annual fee directly to healthcare providers, which fosters transparency and reduces overall healthcare costs. The appeal lies in the promise of unlimited visits, longer appointment times, and enhanced patient-provider relationships. Direct Primary Care providers often focus on prevention and wellness management, which aligns with growing consumer preference for proactive health management rather than episodic treatment. The convenience factor is also significant—patients gain easier access to their physicians through same-day visits, telemedicine options, and direct communication channels like texting or email. This model caters effectively to those who seek more control over their health decisions without the complexities and delays associated with insurance billing.

Moreover, the rise of chronic conditions and the aging population have increased demand for consistent primary care that goes beyond sporadic consultations. Direct Primary Care allows for continuous monitoring and personalized treatment plans, which contribute to better health outcomes and patient satisfaction. Its integration of technology, such as electronic health records and telehealth platforms, enhances operational efficiency and patient engagement. Consequently, providers can manage patient loads more effectively while maintaining quality care standards. Furthermore, employers see value in offering Direct Primary Care plans as part of employee wellness benefits due to increased productivity and reduced absenteeism. These factors collectively drive the dominance of Direct Primary Care within the membership-based primary care services market.

By Service Type: Preventive Care as a Cornerstone for Long-Term Health Management

In terms of By Service Type, Preventive Care holds the highest market share because it addresses the fundamental shift in healthcare focus from reactive to proactive treatment. Membership-based primary care services are well positioned to emphasize preventive care through regular screenings, immunizations, lifestyle counseling, and early interventions. This proactive approach helps to detect health issues before they escalate into chronic or acute conditions, ultimately reducing the need for costly emergency care or hospital admissions. Increasing patient awareness about the benefits of preventive care, coupled with a growing emphasis on maintaining a healthy lifestyle, has contributed significantly to this segment's growth.

Membership-based models incentivize providers to prioritize prevention as opposed to volume-driven services typical in fee-for-service models. This enables more time and resources to educate patients on diet, exercise, mental health, and risk factor management. Preventive care also aligns well with value-based care initiatives and public health goals, making it appealing to both consumers and healthcare providers. Integrating digital health tools such as wearable devices and mobile health apps furthers engagement by providing real-time health data and personalized recommendations, thereby reinforcing preventive behavior. Additionally, insurers and employers recognize the cost-saving potential of preventive care in reducing chronic condition prevalence and morbidity, adding to the attractiveness of offering these services in membership-based formats. Collectively, these aspects drive strong demand for preventive care as a core element of membership-based primary care services.

By End User: Individual Consumers Leading Adoption through Demand for Personalized Healthcare

In terms of By End User, Individual Consumers represent the largest segment, primarily driven by increasing patient demand for personalized, convenient, and affordable healthcare experiences. Individuals are becoming more proactive about managing their health and are seeking models that offer better access to physicians, fewer wait times, and enhanced continuity of care. Membership-based primary care services, especially those that eschew traditional insurance complexities, appeal to consumers looking for simplified payment structures and direct relationships with providers. This segment values flexibility, including virtual visits and extended appointment durations, which facilitate more meaningful health interactions.

Furthermore, rising healthcare costs and insurance-related frustrations motivate consumers to explore alternative primary care models that provide transparent pricing and predictive expenses. The membership model's emphasis on preventive care and wellness further resonates with health-conscious individuals aiming to improve quality of life and avoid serious illnesses. Technological advancements enabling telemedicine and health monitoring apps have enhanced accessibility, allowing consumers to engage with healthcare services on their own terms. Additionally, the evolving cultural mindset around healthcare—where patients expect to be partners in decision-making and receive tailored treatment plans—favors membership-based care driven by individual consumer preferences. Ultimately, these factors position individual consumers as the primary adopters of membership-based primary care services, fueling their growth and innovation.

Regional Insights:

Dominating Region: North America

In North America, the dominance in the Membership-based Primary Care Services market is driven by a highly developed healthcare infrastructure, widespread digital health adoption, and strong patient demand for personalized and convenient care models. The presence of established healthcare providers and integrated health systems, such as One Medical and Iora Health, has advanced the membership-based care model by offering comprehensive, technology-driven services that cater to chronic care management and preventive health. Government policies encouraging value-based care and insurance reforms have further supported the growth of membership models by incentivizing providers to improve patient outcomes while controlling costs. Additionally, a competitive and mature marketplace with significant investment in telemedicine and healthcare IT solutions has facilitated the seamless integration of membership-based services into broader care frameworks, reinforcing North America's market leadership.

Fastest-Growing Region: Asia Pacific

Meanwhile, the Asia Pacific region exhibits the fastest growth in the Membership-based Primary Care Services market due to its expanding middle-class population, rising healthcare awareness, and increasing demand for quality primary care amid urbanization and changing lifestyles. Governments in countries like India, China, and Singapore have implemented policies aimed at expanding access to healthcare and encouraging public-private partnerships, which have accelerated the adoption of membership-based care models. The evolving healthcare ecosystem now includes both global entrants such as MDVIP and rising regional players like Practo and Halodoc, which leverage mobile technology and AI-driven platforms to offer scalable, affordable membership services. Trade dynamics and cross-border investments have stimulated knowledge exchange and innovation, enabling rapid deployment of these care models tailored to diverse socio-economic contexts across Asia Pacific.

Membership-based Primary Care Services Market Outlook for Key Countries

United States

The United States' market for membership-based primary care services is well-established, characterized by strong participation from prominent companies such as One Medical (now part of Amazon Care) and Iora Health. These players emphasize comprehensive care, including chronic disease management and preventive services, often supported by sophisticated telehealth platforms. Regulatory support for value-based care through government programs and insurance reforms continues to accelerate adoption, with providers increasingly engaging patients through direct primary care or concierge models.

Canada

Canada's membership-based primary care market is bolstered by a public healthcare system that is gradually integrating private and membership models to alleviate primary care access challenges. Companies like Telus Health and Babylon Health offer membership services focusing on virtual care and chronic condition monitoring. Government initiatives promoting digital health and investments in remote care infrastructure have been pivotal in increasing consumer acceptance and provider participation in membership-based care.

United Kingdom

The United Kingdom's market continues to lead with strong NHS support fostering the integration of membership-based primary care through initiatives emphasizing preventive care and patient engagement. Notable players such as Babylon Health and Dr. iQ have pioneered virtual clinic memberships that align with national priorities of reducing hospital overload and enhancing primary care accessibility. Public-private collaborations and government endorsement of digital health technologies remain key growth drivers.

India

India's rapidly evolving healthcare landscape presents significant opportunities for membership-based primary care services, propelled by a growing middle class and increasing smartphone penetration. Local companies like Practo and Portea Medical have introduced affordable membership models that combine teleconsultation, in-home care, and chronic disease management preemptively addressing rural and urban healthcare gaps. Policy efforts to increase healthcare affordability and accessibility encourage innovation and investment in the membership-based care sector.

Australia

Australia's market benefits from a hybrid public-private healthcare system where digital health initiatives led by organizations such as HealthKit and Nucleus Health are expanding membership-based models. Focused on improving chronic disease outcomes and enhancing primary care accessibility in remote areas, these companies integrate data-driven care coordination with patient-centric services. Government funding for digital health solutions and regulatory frameworks supportive of telehealth have been fundamental to market uptake and innovation.

Market Report Scope

Market Segmentation

Care Model Insights (Revenue, USD, 2020 - 2032)

• Direct Primary Care
• Concierge Medicine
• Virtual Membership Services
• Hybrid Care Models
• Others

Service Type Insights (Revenue, USD, 2020 - 2032)

• Preventive Care
• Chronic Disease Management
• Acute Care
• Wellness Programs
• Others

End User Insights (Revenue, USD, 2020 - 2032)

• Individual Consumers
• Employer-Sponsored Programs
• Insurance Providers
• Healthcare Systems
• Others

Regional Insights (Revenue, USD, 2020 - 2032)

• North America
• U.S.
• Canada
• Latin America
• Brazil
• Argentina
• Mexico
• Rest of Latin America
• Europe
• Germany
• U.K.
• Spain
• France
• Italy
• Russia
• Rest of Europe
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• ASEAN
• Rest of Asia Pacific
• Middle East
• GCC Countries
• Israel
• Rest of Middle East
• Africa
• South Africa
• North Africa
• Central Africa

Key Players Insights

• One Medical
• Iora Health
• Forward Health
• ChenMed
• MDVIP
• Paladina Health
• Parsley Health
• Oak Street Health
• Access Healthcare
• Heal
• Crossover Health
• Circle Medical
• Wellframe
• Teladoc Health
• Grand Rounds Health