Dana Y. Lujan, MBA

Dana Y. Lujan is a health care strategist and operator with more than twenty years of experience across payers, providers, and health systems. She is the founder of Wellthlinks, a consulting firm that helps employers and providers redesign care models through concierge and direct primary care, and author of The CEO Physician: Strategic Blueprint for Independent Medicine. Dana has led multi-state network development, payer contracting, financial modeling, and compliance initiatives that strengthen provider sustainability and employer value. She previously served as president of the Nevada chapter of HFMA and is pursuing a JD to expand her expertise in health care law and compliance. She has been featured in Authority Magazine and publishes on KevinMD, MedCity News, and Medium, where she writes on health care innovation, direct primary care, concierge medicine, employer contracting, and compliance. She has forthcoming BenefitsPRO. Additional professional updates can be found on LinkedIn and Instagram.

Securing physician autonomy with employer-sponsored direct primary care

Dana Y. Lujan, MBA

Physician

March 11, 2026

I play Go. Not chess. Not checkers. Go: the ancient strategy game where the objective is not to capture pieces but to claim territory. In chess, you attack. In checkers, you jump. In Go, you place. Each stone lands quietly. Each position builds on the last. The opponent is still arguing about three moves ago while the board is already decided. The board has been built one placement at a …

The economic shift from fee-for-service to direct primary care

Dana Y. Lujan, MBA

Policy

March 9, 2026

According to the Primary Care Collaborative, primary care accounts for roughly 5 percent of health care spending, yet it influences nearly 90 percent of downstream costs. That statistic is not a compliment. It is a diagnosis. And for a profession that has spent decades accepting influence as a substitute for economic ownership, it is long past time to read it that way. For decades, physicians …

The future of employer-aligned DPC and physician autonomy

Dana Y. Lujan, MBA

Policy

March 3, 2026

A piece circulating in the direct primary care community made a confident claim: that the best DPC physicians will not need employer-aligned models or adjacent entities because individual consumer demand will sustain them. Fully booked by individuals, insulated from institutional complexity, answerable to no one but their patients.

It is a satisfying idea. It is also an empirically untested one.

The history of DPC is built on physicians willing to challenge entrenched …

Employer-sponsored DPC: Why private equity is winning the infrastructure race

Dana Y. Lujan, MBA

Policy

February 11, 2026

More than a month after HSA-eligible direct primary care became available, independent practices remain unprepared for the operational complexity employer contracts require. The DPC community celebrated regulatory victory. Private equity prepared infrastructure.

That preparation became visible throughout 2025. Frontier Direct Care announced a $20 million Series B to expand its employer-sponsored DPC platform. Marathon Health, formed from the 2024 Everside merger, operates …

Why private equity is betting on employer DPC over retail

Dana Y. Lujan, MBA

Policy

January 29, 2026

Elevance Health recently reported that it expects to lose more than 180,000 fully insured group plan enrollees in 2026, with its CFO describing the strategy as “prioritizing disciplined pricing and margin integrity over volume.” UnitedHealth has made similar statements. Both are effectively walking away from the fully insured employer market, where administrative complexity no longer justifies the economics.

At the same time, private equity is pouring capital into …

Retail health care vs. employer DPC: Preparing for 2026 policy shifts

Dana Y. Lujan, MBA

Policy

January 16, 2026

Recent federal policy discussions have introduced a framework that would place health care affordability dollars into individual-controlled accounts rather than routing them through insurers or employer benefit plans. Still at the framework stage and requiring legislative action, the architecture being explored signals a potential shift in how health care purchasing power flows through the system.

Whether or not this specific framework advances, the direction of travel is clear. Health care …

Concierge medicine access: Is it really the problem?

Dana Y. Lujan, MBA

Conditions

January 2, 2026

A recent Johns Hopkins study has reignited that debate. The research documents rapid growth in concierge and direct primary care practices and warns that these models may worsen access to care.

That framing feels intuitive. It is also incomplete.

It assumes that traditional primary care access was functioning before physicians began moving into fee-based models. It was not.

Long before concierge and direct primary care gained traction, primary care access had already …

Is direct primary care sustainable in a downturn?

Dana Y. Lujan, MBA

Conditions

November 25, 2025

Primary care innovation has always been framed around access, autonomy, burnout, and patient experience. Direct primary care (DPC) in particular is often positioned as a solution for physicians exhausted by fee-for-service complexity and for patients who want a more personal relationship with their doctor.

This article focuses on how the broader economic landscape has shifted in ways that directly affect DPC, especially in light of the rapidly evolving national discussion around …

Direct primary care in low-income markets

Dana Y. Lujan, MBA

Policy

November 22, 2025

Even the most “affordable” DPC models struggle in lower-income markets because the behavioral economics of these populations create high churn and unstable revenue. Practices that succeed in underserved areas nearly always diversify into employer partnerships, institutional contracts, or expansion into higher-income neighborhoods. Without understanding these behavioral and economic realities, physicians risk building a model the community cannot sustain long-term.

I previously argued that physicians must answer five market questions before …

Why DPC market-model fit matters most

Dana Y. Lujan, MBA

Physician

November 5, 2025

In my previous article, I examined why direct primary care (DPC) practices fail, focusing on financial modeling, compliance risks, and the gap between what’s legal and what’s sustainable. But there’s a more fundamental issue that precedes all of those concerns: market-model fit.

The direct primary care community loves to debate panel size, membership pricing, and model purity. We dissect what went wrong when practices fail. We blame insufficient commitment, poor …

Read more…

Why DPC market-model fit matters most

Grief and leadership in health care

Dana Y. Lujan, MBA

Conditions

October 28, 2025

I didn’t understand why, especially since I had just spoken with him before his travels. The day my son’s father, Joseph, died, I was sitting in a nail salon. A friend from the military called, offering condolences. I didn’t understand why; until I checked social media and saw the news of an airplane crash. My heart knew before my mind could process it.

Six years later, same month, just five days …

Read more…

Grief and leadership in health care

Why direct primary care (DPC) models fail

Dana Y. Lujan, MBA

Policy

October 13, 2025

I’m going to say something controversial: the DPC community’s obsession with “purity” is missing the point. After two decades designing health care financial models, negotiating payer & vendor contracts, and building compliance frameworks, I’ve learned that most alternative payment models don’t fail because they’re impure. They fail because someone forgot to do the math.

When $1 million can’t save a bad idea

The University of Houston medical school launched a direct primary …

The smart way to transition to direct care

Dana Y. Lujan, MBA

Policy

October 6, 2025

Physicians tell me they want out of the insurance grind, but they’re terrified to actually do it. That fear is costing them years of autonomy they could already have.

As someone who supports both DPC and concierge physicians, I believe in the purity of the DPC model, but I also believe in practical pathways to get there. Hybrid models aren’t the compromise position; they’re the strategic bridge that makes the transition …

Why doctors are leaving insurance-based care

Dana Y. Lujan, MBA

Policy

October 2, 2025

For years, concierge medicine and direct primary care (DPC) were viewed as fringe alternatives, reserved for affluent patients or entrepreneurial physicians willing to step outside the insurance system. But in my opinion, these models are no longer “nice-to-have” side projects. They’re becoming essential pathways for physicians to reclaim careers, reduce burnout, and meet patient expectations in an evolving health care landscape.

Burnout is pushing physicians to the edge.

The pandemic only magnified …

Dana Y. Lujan, MBA

Dana Y. Lujan, MBA

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