Monica McKitterick spent ten years racing through insurance‑driven, five‑minute office visits before deciding that medicine should feel less like assembly‑line work and more like a conversation. In 2019 she opened Impact Family Wellness in Cedar Park, building the practice on a direct primary care (DPC) model that puts time, trust, and transparency at the center of every visit. 
Trading Insurance Bingo for Real Care
DPC replaces copays and complex billing with a flat monthly membership. At Impact, kids cost forty‑five dollars a month, while most adults pay seventy‑five to ninety‑five, and there are no enrollment fees or surprise invoices later. The membership is reduced if you are a business offering this to your employees.
That single shift unlocks three big wins for patients:
• Rapid scheduling with longer visits. Members can text for same‑day or next‑day appointments and stay as long as it takes to solve the problem. 
• Wholesale labs and medications. Routine blood work that once ran hundreds of dollars drops to prices closer to a dinner date, keeping preventive care affordable. 
• Continuous access. Because membership includes unlimited contact, follow‑up questions never get stuck behind a phone tree. 
Proof in the Growth Curve
Word of mouth spread quickly. In just a few years Impact Family Wellness added clinics in Liberty Hill and Thorndale, extending its patient‑first approach across Central Texas. 
Lessons for Local Entrepreneurs
1. Turn pain points into purpose. Monica’s frustration with rushed visits became her competitive edge.
2. Price in plain sight. Clear, predictable fees build trust faster than any marketing campaign.
3. Stay rooted in community. Sponsoring fun runs and partnering with neighborhood employers positions the clinic as a neighbor first and a vendor second.
Hear the Full Conversation
On the latest Rock Solid: Round Rock Business Leaders Podcast, Monica talks about the moment she cut insurance ties, how employers use DPC to lower health‑care spend, and why texting your provider at night no longer feels odd. Catch the episode on Apple Podcasts, Spotify, or YouTube, and start rethinking what a doctor visit can be.
Curious whether DPC fits your family or company? Visit ImpactFamilyWellness.com, schedule a tour, and ask Monica why she believes good medicine starts with a good conversation. The answer might change more than your calendar; it could change your life.
Transcript:
Bryan Eisenberg:
Hi everybody. I’m Bryan Eisenberg, and I’m here with Monica McKitterick from Impact Family Wellness.
Before I jump into questions, I want to start by sharing a quick story. My wife and I became customers of Impact Family Wellness. Even though we have health insurance, we wanted something better. I had blood work done, and the results were a huge wake-up call. Thanks to your clinic and the care I received, I turned my health around. My numbers are back to normal, and honestly, it was life-changing. I don’t think you even knew that story.
Monica McKitterick:
Wow. That’s a mic drop moment. We can be done right there! But truly, that’s what we do—we save lives.
We’re a Direct Primary Care office. That means we take healthcare back to what it should be: a relationship between the provider and the patient. We’re 100% membership-based—think of it like a gym membership for your health.
We don’t bill insurance. You can have it or not—we don’t care. We’re just here to take care of human beings.
As a member, you get unlimited primary and urgent care. No co-pays, no per-visit fees. It includes your annual physical, lab work, and discounts on additional labs. Best of all, we focus on healthcare, not sick care.
Bryan:
Exactly. And one of the biggest benefits we’ve seen is time. I remember when my wife needed a dermatologist appointment—it was four months out. That doesn’t happen with you.
Monica:
Right. In most of the country, the average wait time to see a primary care provider is 29 days. You could be dead by then! Our provider-to-patient ratio is much lower, so we offer same-day appointments—every day.
It’s how it should be. You shouldn’t have to wait weeks to find out why you feel awful. And you shouldn’t be seen by a stranger at urgent care. Our patients get to see someone they know and trust.
Bryan:
I think a lot of people have stopped trusting the system. What’s broken?
Monica:
Everything. In the insurance-based system, you can’t even talk to your doctor. I used to treat 30 patients a day just to keep the lights on. I had seven minutes per visit—if that. And I spent most of my time charting for insurance, not caring for people.
You tell the receptionist your story. Then the nurse. Then the provider. It’s inefficient, impersonal, and not built for your health. It’s built for billing.
Plus, reimbursement rates have dropped. The same Medicare visit gets paid $14 less than it did 25 years ago. Providers burn out. Patients lose trust. And no one wins.
Bryan:
When people visit your office, what’s different?
Monica:
Visits are 30 to 60 minutes. Sometimes shorter for things like injections, but always focused. No receptionist. No nurse. Just you and your provider.
You check in on an iPad. It notifies your nurse practitioner directly. You tell your story once—to the person who’s actually treating you.
We talk about sleep, stress, nutrition, movement—all the things that really matter. Not everything requires an exam table. And unlike traditional clinics, we don’t weigh everyone because, frankly, BMI is a flawed metric. We only weigh patients when necessary—usually kids for dosage calculations.
Bryan:
And most communication happens through text or video, right?
Monica:
Yes. About 70% of what we do is via text. We also offer screen-recorded lab reviews where patients can watch the breakdown as many times as they want. If they have questions, they can message us. It’s simple and convenient.
Bryan:
Some people may wonder: you’re not doctors—you’re nurse practitioners. Can you explain the difference?
Monica:
Absolutely. Physicians go through med school and residency. Nurse practitioners get a nursing degree followed by 2–3 years of advanced clinical training.
In Texas, we work under a collaborating physician. Ours is a general surgeon. We call him if needed, but he doesn’t manage the day-to-day. There’s almost nothing in primary care we can’t do. We don’t prescribe narcotics, and a physician must sign off on ADHD meds, but otherwise, we handle it all.
We have over 60 years of combined experience across our seven NPs. And being a great provider is about listening, knowing your limits, and caring enough to go above and beyond.
Bryan:
That’s what led me to you—meeting one of your NPs who had her own health struggles and turned to functional medicine. She now works at your Thorndale office.
Monica:
Yes, Kim! She’s amazing. Our providers bring their personal stories, and it shapes how they practice. We follow evidence-based medicine, but we also live in the real world. Sometimes the best care comes from lived experience and not just a textbook.
Bryan:
Let’s talk about who this model is for—people with or without insurance?
Monica:
We work with all kinds—high-deductible plans, health shares, no insurance, even people with excellent insurance who are tired of the system.
Our lab prices are cheaper than using insurance. For example, testosterone checks are six dollars. We’re big on price transparency.
We also work with over 85 local businesses. If a company signs up at least five employees, we lower the fee to $60 per month per employee. It’s month-to-month, no contracts, no complicated rules.
We also allow dependents. Kids under 20 are $30 per month. Adults are $60. We don’t care about marital status—you can cover Grandma or Aunt Susie. We want care to be accessible.
Bryan:
And the range of services is impressive.
Monica:
We do it all—from managing chronic illness like diabetes to urgent issues like cuts, abscesses, skin tags, or IUD insertions. Everything is included in the membership—visits, procedures, telehealth.
We treat the whole person, not just the symptoms. Most diseases are rooted in lifestyle, and we have time to talk about that.
Bryan:
You’ve been successful—three clinics and thousands of members. What’s the secret?
Monica:
Community. I moved here six years ago knowing only my in-laws. Now my sister-in-law calls me “Miss Cedar Park.”
I go to chamber events, volunteer at nonprofits, attend galas—you name it. It’s about being seen, building relationships, and connecting people, not just selling services.
People don’t come to Impact for the brand. They come because they know me, trust me, and know I hire people who care just as much. That’s why growth in Cedar Park has outpaced our other locations. It takes time to build trust, but it’s everything.
Bryan:
What do you love most about living in Central Texas?
Monica:
The people. It’s the most welcoming, supportive community I’ve ever lived in. That, and I don’t like snow.
Bryan:
Final advice for business owners?
Monica:
Just do it. It doesn’t have to be perfect—it just has to be done. Break things into small steps or hire someone to help. The book Who Not How changed my mindset. Why spend three hours on graphic design when someone else can do it in five minutes?
Show up. Be kind. Build relationships. That’s the real secret to success.
Bryan:
Where can people find you?
Monica:
ImpactFamilyWellness.com and @ImpactFamilyWellness on all platforms. You can also reach me directly at monica@impactfamilywellness.com. We’re here to make healthcare human again.
