Healthcare subscription models: Are patients ready for it?

Subscription-based models have transformed industries like entertainment and fitness — could healthcare be next? For private healthcare providers, this presents both an opportunity and a challenge: How can practices implement subscription models that attract patients while ensuring sustainability? Tebra surveyed 1,000 Americans to uncover their perceptions, trust levels, and the key factors that would make them more likely to subscribe.

Subscription-based healthcare models are emerging as a potential alternative to traditional insurance, offering predictable pricing, patient-centered billing transparency, and direct-pay healthcare access. For private healthcare providers, this shift highlights an opportunity to implement direct primary care models that prioritize affordable care plans, membership-based billing, and automated patient payment solutions.Many Americans are interested in a subscription plan, particularly for its potential lack of deductibles and surprise bills. However, affordability concerns are a barrier, with some patients worried about costs and accessibility.

For private providers, this interest signals a shift in patient expectations, with success likely depending on affordable pricing structures, expanded access, and transparent billing. While patients want predictability in costs, they also need reassurance that subscription-based care will be financially viable and accessible across income levels.

Many Americans see subscription-based healthcare models as a way to lower out-of-pocket healthcare costs, increase pricing transparency, and improve patient access to care without insurance hurdles. Predictable pricing structures, flexible payment plans, and automated billing solutions are key factors driving patient interest. However, concerns remain over whether these models will prioritize accessibility and equitable healthcare solutions or cater primarily to higher-income patients.

Americans are divided on whether subscription-based healthcare would improve healthcare accessibility, but nearly half would switch if offered through an employer. Lower costs, transparent pricing, faster appointment availability, and broader coverage — especially for hospital visits, specialist care, and prescription drugs — are key factors that would make patients more likely to subscribe.

When it comes to healthcare, trust is a major factor in whether people would consider a subscription-based model. Hospitals and nonprofit organizations are seen as the most reliable providers, while well-known pharmacy chains like CVS and Walgreens also rank high in consumer confidence. Tech companies, on the other hand, face more skepticism in this space.

Trust remains a crucial factor in subscription-based healthcare adoption, with private healthcare providers, nonprofit healthcare organizations, and major pharmacy chains ranking as the most reliable choices. While large corporations have brand recognition, patients are more likely to engage with trusted independent providers who emphasize personalized care, transparent medical billing, and seamless digital patient engagement tools. This suggests an opportunity for private practices to position themselves as trusted, patient-first alternatives by emphasizing strong provider relationships, transparent pricing, and high-quality care.

The demand for subscription-based healthcare is growing, with patients prioritizing cost transparency, direct access to care, and predictable monthly pricing. While corporate brands may drive initial awareness, independent private practices have a unique advantage: their ability to offer personalized, patient-first care with streamlined digital payment solutions, direct care memberships, and integrated practice management tools. As the industry shifts, private providers who embrace digital automation and flexible healthcare payment models will be best positioned to retain and grow their patient base in this evolving landscape. As payment models evolve, private providers who embrace innovation, build patient trust, and ensure affordability will be well-positioned to succeed.

To assess Americans' perceptions of subscription-based healthcare, Tebra surveyed 1,000 US adults on February 5, 2025. The study aimed to gauge public interest in paying a monthly fee for healthcare services, identify key motivators and concerns, and determine which entities are most trusted to offer such plans. All responses were self-reported and may be subject to personal biases or misinterpretation of healthcare models.

Tebra, headquartered in Southern California, empowers private healthcare practices with cutting-edge AI and automation to drive growth, streamline care, and boost efficiency. Our all-in-one EHR and billing platform delivers everything you need to attract and engage your patients, including online scheduling, reputation management, and digital communications. 

Inspired by "vertebrae," our name embodies our mission to be the backbone of healthcare success. With over 165,000 providers and 190 million patient records, Tebra is redefining healthcare through innovation and a commitment to customer success. We're not just optimizing operations — we're ensuring private practices thrive.

Noncommercial use of this data is permitted with proper attribution and a link back to the page.