I'm sure the demand is there and/or growing, but how does one go about finding the providers? Matching demand to the supply seems to always be the issue with alternative services and ideas.

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It’s not as uncommon nowadays as you might think (assuming you’re stateside a quick search should yield a handful of docs in your area that operate under a subscription, concierge, cash, whatever you want to call it model).

More commonplace to find a GP (vs. specialist) opting out and move to cash instead of haggling with insurance (major cost drain).