Today we’d like to introduce you to Geetinder Goyal.
Hi Geetinder, please kick things off for us with an introduction to yourself and your story.
Ten years ago, I founded First Primary Care with a simple but urgent question:
What if healthcare actually worked for people, instead of against them?
As a physician, I had witnessed firsthand how broken the system was—for patients and doctors. Too much time lost on paperwork, too little time with patients, and incentives that rewarded the wrong outcomes . I knew there had to be a better way.
We started small—one patient at a time—with the Direct Primary Care (DPC) model. Over the last decade, we’ve expanded into multiple clinics, cared for thousands of patients, and built a team that I’m incredibly proud of. Throughout this journey, we’ve proven that when patients have real access to their doctors, outcomes improve, trust deepens, and costs decline.
One key lesson? You can’t fix healthcare for patients without also fixing the health plan behind it. That’s why we created WOOP Care—our innovative health plan that removes financial barriers by aligning world-class primary care with affordable access to labs, imaging, specialists, and even surgeries, all coordinated through First Primary Care (FPC).
Today, my greatest fulfillment comes from two sources:
Hearing patients tell us they feel truly listened to, cared for, and healthier than ever.
Hearing from employees that FPC is the best place they’ve ever worked.
That’s how we’ve grown —and it’s why I believe the next 10 years will be even more transformative.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Building something different in healthcare has never been easy.
From the outside, people often see our growth—the new clinics, employer partnerships, and the launch of WOOP Care. But behind the scenes, the challenges have been real.
Scaling DPC: Direct Primary Care works incredibly well in smaller clinics, but expanding it to care for thousands of patients and dozens of employers– while maintaining our core values–has been a constant hurdle.
Integrating with health plans: Early on, we realized you can’t truly fix healthcare if the health plan still works against the patient. That insight drove us to build WOOP Care, but getting there involved years of trial, error, and relentless perseverance.
Educating the community: Most people don’t even know this model exists. A significant part of our journey has been about educating patients, employers, and even other physicians about how healthcare can–and should – be different.
My personal journey: Running a mission-driven company is both rewarding and deeply challenging. The vision and responsibility can be exhausting. Balancing work, family, and personal well-being has been an ongoing journey.
But the struggles have shaped us, driving us to simplify, innovate, and remain laser-focused on what truly matters: building a system where patients feel cared for and where our team is proud to contribute.
We’ve been impressed with WOOP Care/First Primary Care , but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
About First Primary Care & WOOP Care
At First Primary Care, we’ve reimagined what healthcare can and should be. We specialize in Direct Primary Care (DPC)—a membership-based model that gives people unlimited, $0 out-of-pocket access to their doctors. No rushed visits, no copays, no red tape—just personalized care when and how people need it.
What sets us apart:
Relationships first: Our doctors have the time to listen and build trust, and tailor care–- Leading to better outcomes, less frustration for patients.
Barrier-free access: Same-day or next-day appointments, virtual care, and seamless communication via text and video means patients get the care they need without delays.
Aligned incentives: We’ve built a system where patients, doctors, and employers all benefit. That alignment supports healthier populations and lower costs.
The WOOP Care difference: We recognized that fixing healthcare without fixing the plan. That’s why we created WOOP Care—a health plan built around DPC that eliminates financial barriers, combining outstanding primary care with affordable access to labs, imaging, specialists, and surgeries—all coordinated through FPC.
What we’re most proud of company-wise is that our patients consistently tell us they feel heard, cared for, and thankful for the experience they receive. And just as important—our employees say FPC is the best place they’ve ever worked. That combination—impact for patients and fulfillment for employees—is the legacy we’re building.
What makes you happy?
Two things, above all, bring me the greatest joy:
When patients share through reviews, messages, or conversations that they feel truly listened to, cared for, and grateful for their experience with First Primary Care, it makes every challenge worthwhile. Healthcare is so often cold and transactional, so when people tell us they feel seen and valued, I know we’re making a real difference.
It is just as fulfilling when employees say that FPC is the best place they’ve ever worked. That means everything to me. Building a company where people love their work, feel supported, and take pride in our mission—it’s not just about a job, this is about cultivating culture and creating a lasting legacy.
Pricing:
- $125 per adult.
- Add a child for only $25/month.
- Access to 1000 generic meds at no extra cost.
- Comprehensive labs at no cost up to 4 time a year.
- Unlimited access to your own doc at no extra cost.
Contact Info:
- Website: https://www.firstprimarycare.com/ and https://woop.care/
- Instagram: https://www.instagram.com/firstprimarycare/
- LinkedIn: https://www.linkedin.com/company/firstprimarycare
- Youtube: https://www.youtube.com/c/firstprimarycare
