General Medicine Just Raised $120 Million. Its Store Lists a Primary Care Visit at $100 Without Insurance.

A primary care video visit now has a shelf price. On General Medicine’s online store it reads $100 without insurance, with an estimated $25 typical copay if your plan is accepted.

On Oct. 6 the company announced a $120 million Series B led by Andreessen Horowitz. Matrix, VXI Capital, Eli Lilly and Company and BoxGroup joined. So did Mercy Health, through Granger Management. Total funding is now $152 million.

If you run a membership practice, this is a company worth reading closely. It publishes prices the way you do. It sells something different.

What the store actually sells

General Medicine calls itself “a nationwide healthcare store.” The release says the catalog holds more than 2,900 products and services across medications, labs, telehealth, specialist e-consults and select in-person visits and procedures. Customers can search and buy directly, talk to a clinician first or start with the company’s AI chat.

The prices are posted, item by item. A sample read from the site on Oct. 19:

• A primary care video visit: $25 estimated copay, or $100 without insurance.
• An urgent care visit: the same $25 estimate, or $100 self-pay.
• A prescription renewal by chat: $30 without insurance.
• An annual wellness lab panel: $114.92 without insurance.

Those are the company’s posted figures, and they can change. Every cash price here is a “from” or self-pay rate on one company’s site, not a market rate.

The service has limits it states plainly. Per its FAQ, it treats adults 18 and older only, does not prescribe controlled substances by virtual visit and has clinicians licensed in all 50 states and DC.

Reading the numbers in the release

The Market Desk’s habit is to ask what a growth number is measuring. This release gives three, and none comes with a denominator.

“Hundreds of thousands of customers have signed up.” A sign-up can mean one visit or none. The release gives no count of visits or repeat customers.

“83% of General Medicine customers say the company helped them address a health need they had been putting off.” That is a company survey with no sample size or response rate published. The same goes for the reported NPS average of 80.

The third figure is the most interesting one for DPC. The release says the average customer’s health record spans 11 years, presented to clinicians as a prioritized summary at the time of care. That is the company’s answer to the obvious criticism of per-visit care, which is that every visit starts from zero.

One line in the FAQ

The primary care visit page answers a question many DPC physicians would ask first. Can you still use General Medicine if you already have a primary care doctor?

The company’s answer: it “works alongside your existing primary care doctor, not instead of them.” It offers to share visit notes with that doctor.

That sentence sorts the two models. General Medicine prices the episode. A DPC membership prices access to one physician over time. The American Academy of Family Physicians says monthly DPC fees “typically range from $50 to $100, covering extended visits, clinical services, lab work and consultative care,” with an average panel of about 413 patients.

Patients will do the arithmetic whether you do or not. At General Medicine’s posted $100 self-pay rate, $600 to $1,200 a year buys six to twelve video visits. The same money at the AAFP range buys a year of membership. Those are two different products with two different price tags, and you might find patients holding both numbers when they call.

The Counterargument

The strongest case against that split comes from General Medicine itself. If an 11-year record follows the patient into every visit, continuity stops depending on seeing the same physician. The company’s pitch is that “nothing resets next time” because the history travels. A patient who visits twice a year and has a record that complete might reasonably ask what a monthly fee adds.

And the round drew more than a16z. The release lists Eli Lilly and Company as a participant, along with “Mercy Health through Granger Management.” It does not say which Mercy Health that is.

The claim still holds on two points. First, a record and a relationship carry different things. A summary tells a new clinician what happened. It does not tell them what you sounded like last spring, or which of your complaints you tend to downplay. That knowledge is what a DPC panel of a few hundred patients is built to keep. Second, the store’s own page draws the line. It tells patients to keep their primary care doctor. A company with $152 million in funding has looked at the market and chosen to sit next to the ongoing physician relationship. It leaves that relationship to the doctor.

Where the counterargument lands is pricing pressure. Once a $100 visit is a published number, a patient comparing it with your membership fee is comparing a price they can see with a value you have to explain. Practices that publish what the membership includes, in plain terms, are the ones ready for that call.