Primary Care in Las Cruces, NM

Direct Access, Old-Fashioned Care

Personalized. Affordable.

Direct Primary Care for Las Cruces, NM

Same-day appointments when available, direct access to your provider, and transparent membership pricing—no insurance hassles.

Locally owned by a 5th-generation New Mexican family
Memberships starting at $80/month for adults & $30/month for kids
Same- or next-day visits when available
Unlimited visits, calls, and texts for members
Serving New Mexico in-person & AZ/CO via telehealth

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Why Las Cruces Families Choose Direct Primary Care:

Direct Primary Care (DPC) is a membership-based model that removes insurance from the middle of your primary care relationship. Instead of rushed 8-minute visits, you get a direct relationship with your provider, longer appointment times, and transparent pricing.

More time with your provider – Smaller patient panel (capped at ~600) means longer visits and better follow-up.
Simple membership – One predictable monthly fee, unlimited visits.
Same-day or next-day availability – For many acute concerns, we can see you quickly.
Text and phone access – Ask questions between visits.
Discounted labs, imaging, & medications – Negotiated cash pricing to keep your total cost of care lower.

Direct Primary Care is not insurance. We recommend pairing your membership with a major medical or high-deductible plan for hospital or specialty care.

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Comprehensive Primary Care for Every Stage of Life

We provide full-scope primary care for adults and children, with a focus on prevention, early detection, and easy access when you’re sick.

Chronic Disease Management: Diabetes, High blood pressure, High cholesterol, Thyroid disorders

Preventive & Wellness: Annual physicals & wellness visits, Women’s & men’s health, School & sports physicals, Routine lab work & screenings

Acute Care & Sick Visits: Coughs, colds, flu-like symptoms, Minor injuries & infections, Rashes & skin concerns, Medication refills (as appropriate)

Supportive Services: Health counseling & lifestyle coaching, Vaccinations (where available), Telehealth visits for established members in NM, AZ, CO

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Patient Reviews

"Love this place Genevieve and Jennifer are amazing and friendly. Appointments are easy to book and the follow up support they provide is great! They have a variety of treatments everyone can benefit from. Highly recommend!"

- Google Review

"Genevieve Montoya DNP is a top notch provider. She is efficient, responsive, and explains everything in a way that is easy to understand. What takes my PCP weeks to coordinate, can take Genevieve an hour. No red tape. Bonus- she has time to listen to her patients. I was hesitant to join a DPC service because it's a new concept to me but it's been the best decision I've made for my health."

- Google Review

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Frequently Asked Questions

What is direct primary care?

Direct Primary Care (DPC) is an innovative alternative payment model improving access to high functioning healthcare with a simple, flat, affordable membership fee. No fee-for-service payments. No third party billing. The defining element of DPC is an enduring and trusting relationship between a patient and their primary care provider. Patients have extraordinary access to a provider of their choice, and we are accountable first and foremost patients.

How is DPC different from concierge care?

While both DPC and concierge practices charge membership fees, there are two big differences between the models.

First, DPC practices typically charge a much lower membership fee than concierge. Concierge practices can charge several hundred or even several thousand dollars a month because they typically target high net worth individuals.

Second, concierge practices bill insurance and still operate in a fee-for-service model, leaving patients open to responsibility of co-pays and "surprise bills." DPC practices do not bill insurance for their members.

How does DPC model save money?

You won't have to pay a co-pay (no payments per visit, just the monthly fee), or hit a deductible amount. Also you'll be able to avoid many visits altogether by sending your questions and concerns via email and text – or hop on a telemedicine visit. We've negotiated low costs on prescription medications, lab tests, and imaging. If we had contracts with insurance companies, we would be forced to charge higher prices.

More importantly, since you are getting all this amazing care from us, you can cut way back on your insurance premiums. Of course, if you are equipped with adequate insurance, you are more than welcome to utilize it for imaging, labs, and medications.

Do I still need insurance?

Yes, you will need insurance to cover the services not provided by the practice, such as specialists, hospital care and outside testing. But many people find that they can meet their needs with a low cost major medical policy and /or HSA.

Can I use FSA/HSA?

Check with your human resources department regarding the use of Health Savings Accounts (HSAs) and Flexible Spending Accounts (FSAs) as possible payment options for your membership. If you are unable to use these funds to pay for the membership fee directly, there is a good chance that you can still use your HSA/FSA as reimbursement for certain services provided through our office.

Can I join if I have medicare?

Yes. You simply sign a Medicare-required private contract which explains your rights and responsibilities. Even though Medicare will not pay us for any services you receive in our practice, your Medicare benefits will otherwise remain unchanged and can continue to be used for all other medical care received outside of our practice.