What is Direct Primary Care (DPC)?

Direct Primary Care (DPC) is a membership-based way to receive primary care. You pay one monthly fee and have a direct relationship with your physician, without insurance restrictions or high-volume clinic schedules. Your membership includes longer appointments, direct access to Dr. Badrun by call or secure message, and a personalized wellness plan built around your life.

What is New Essence Health, and how is it different from a traditional practice?

New Essence Health is a Direct Primary Care practice in Buckhead, Atlanta, with telehealth for patients across Georgia. We do not bill insurance for membership-covered primary care, so there are no copays or surprise bills for those services, and pricing is clear up front. Visits are longer and you can reach your physician directly. Whether you are uninsured and looking for an affordable way to get primary care, or you want to pair membership with a high-deductible or health share plan for major medical costs, membership is built around your needs.

Who can join New Essence Health?

New Essence Health cares for adults ages 18 to 64. We do not see children. Individuals enrolled in Medicare, Medicaid, TRICARE, or CHAMPVA are not eligible for membership. If you are unsure whether you qualify, contact us.

What is included in my membership?

Your $150 monthly membership includes direct physician care (unhurried visits with Dr. Badrun, contact between appointments by call or secure message, and care in person at our Buckhead, Atlanta office or by telehealth anywhere in Georgia, with no copays and no visit caps for membership-covered care); unlimited generic medications at no extra cost during your first year, shipped to your door (after the first year, generics remain available at low, cost-plus pricing; specialty medications without a generic equivalent, such as insulin or hormone therapies, are not included, and we guide you to at-cost pricing for them); labs and imaging at direct-rate prices with no insurance markups, completed at trusted local facilities; and insurance flexibility, so if you have health insurance you can still use it for labs, imaging, or prescriptions at any pharmacy or facility of your choice when that costs you less.

How do I become a member?

We keep our panel small so every member gets unhurried care, so joining is a simple three-step process. 1) Discovery call: schedule an introductory call or brief visit to talk about your health priorities, confirm the model fits what you want, and check panel availability. 2) Complete your membership: once accepted, complete your digital enrollment and set up your recurring membership payment. 3) Initial health evaluation: get access to your patient portal and schedule an extended baseline visit so we can build your care plan.

How is DPC different from concierge medicine?

Both offer small patient panels and more access to your physician. Concierge practices typically charge an annual retainer, commonly starting around $2,000, and still bill your insurance for visits. Direct Primary Care replaces insurance billing for primary care with one monthly membership.

How much does membership cost?

Membership is $150 per month, plus a one-time $125 enrollment fee that includes your Essence Care Health Kit. Additional household members have reduced pricing. There is no contract length.

Is there an enrollment fee?

Yes. A one-time $125 enrollment fee applies when you join, in addition to your $150 monthly membership. It includes your Essence Care Health Kit, a physician-curated blood pressure monitor, pulse oximeter, thermometer, and digital scale, so you can track your health at home and give Dr. Badrun accurate data between visits.

How does pricing work for families or multiple members of the same household?

Your primary household membership is $150 a month, with a $125 enrollment fee that includes your household's Essence Care Health Kit. Each additional household member joins at a reduced $140 a month, with a $75 enrollment fee, and receives the same care and direct access to Dr. Badrun. All members must be adults ages 18 to 64.

Is there a contract? What is your cancellation policy?

There is no long-term contract. We ask for one month's notice before you cancel so we can wrap up your care smoothly. If you decide to rejoin in the future, we would be glad to have you back. Re-enrollment after cancellation includes a $300 enrollment fee.

Does New Essence Health accept my private health insurance?

No. New Essence Health is a membership-based Direct Primary Care practice and does not bill insurance for our services. It is not health insurance, and you do not need health insurance to join. Membership is paid directly by you, whether or not you have coverage. If you have health insurance, you can still use it outside our practice for labs, imaging, prescriptions, specialist visits, or emergency care whenever that lowers your out-of-pocket cost. Individuals enrolled in Medicare, Medicaid, TRICARE, or CHAMPVA are not eligible for membership.

Do I still need health insurance?

Most people should keep some form of coverage for costs membership does not include: hospital stays, surgery, emergency care, and most specialist care. Membership covers your primary care with us. A licensed insurance professional can help you choose the right plan.

Can I use my Health Savings Account (HSA) to pay for my membership?

Yes, in many cases. Under the One Big Beautiful Bill Act, signed into law in 2025 and effective January 1, 2026, HSA funds can be used for direct primary care memberships. To qualify, the membership fee must stay within $150 a month for an individual or $300 a month for a family, and you must be enrolled in a qualifying high-deductible health plan (HDHP). Our individual membership fits within the limit. Households whose combined membership fees are above the $300 family limit may not qualify, so confirm with your HSA administrator or a tax professional.

Are in-person office visits available?

Yes. New Essence Health offers in-person visits at our Buckhead, Atlanta office, alongside telehealth for patients throughout Georgia. Many day-to-day primary care needs can be addressed virtually, but some visits, like your initial comprehensive intake and physical exams, are in person. Georgia state regulations require at least one in-person exam each year for telehealth patients, which your annual comprehensive physical already satisfies.

How do I schedule an appointment?

As a member, you can request visits directly by call or secure text, with no call center or referral required, for both in-office visits at our Buckhead, Atlanta location and virtual visits from anywhere in Georgia.

How long are appointments?

Appointments are built around your needs. While standard insurance-based primary care visits are often ten to fifteen minutes, our appointments typically range from thirty to sixty minutes, giving us time to explore your concerns, answer your questions, and build a plan together.

Do you offer virtual appointments?

Yes. In addition to in-person visits at our Buckhead, Atlanta office, New Essence Health provides telehealth visits for patients located in Georgia, whether you are traveling within the state or prefer the convenience of care from home.

What if I travel out of Georgia?

Telehealth is how we stay in touch when you travel. Contact us before your trip so we can let you know what is possible while you are away. For urgent needs or emergencies while traveling, go to the nearest urgent care or emergency room.

How effective is virtual care compared to an in-person visit?

For many ongoing primary care needs, telehealth offers the same personal attention as an in-person visit, without travel time. With your Essence Care Health Kit, virtual visits give Dr. Badrun accurate data to evaluate and manage your health from home. If a concern needs a hands-on exam, we will arrange an in-person visit at our Buckhead, Atlanta office.

Can I reach out between visits?

Yes. As a member you can reach out between visits by call, text, or email whenever a question or concern comes up. We aim to respond in a timely, personal way, though response times can vary. For emergencies, call 911.

Is there a limit to the number of visits I can have?

We do not set rigid visit limits. You have flexible access to in-person and telehealth appointments as needed for your health, scheduled around clinical need so our time stays available for thorough evaluations and prompt attention to acute concerns.

Which medications are covered with membership?

Unlimited generic medications are included during your first year, shipped directly to your door at no extra cost, whether that is two prescriptions or fifteen. Specialty medications without a generic equivalent, such as insulin and hormone therapies, are not included in the membership. We guide you to at-cost pricing for them.

What happens to medication pricing after the first year?

The first-year benefit is a one-time welcome benefit for new members and does not reset if you cancel and rejoin. After your first year, generics remain available at low, cost-plus pricing, below standard retail. For specialty medications without a generic equivalent, we continue to guide you to at-cost pricing at any time.

How affordable are labs and imaging for members?

Because there are no insurance markups, members pay discounted cash rates for labs and imaging, which can be much lower than typical hospital and health-system prices. Tests are done at a convenient local facility, and you see the price before anything is run. If you would rather use your health insurance for diagnostic tests, the choice is yours.

Do you treat chronic conditions?

Yes. We partner with members to manage conditions such as hypertension, type 2 diabetes, high cholesterol, thyroid disorders, and cardiovascular risk factors, with extended visits and ongoing monitoring through your Essence Care Health Kit.

How do you take care of acute issues?

When you feel unwell, you can contact Dr. Badrun directly, without phone trees or a triage desk. Together, we decide on the right next step, whether that is an in-person visit at our Buckhead, Atlanta office or a virtual consultation. For severe or life-threatening emergencies, call 911 or go directly to the nearest emergency room.

Do you provide preventive care?

Yes. Preventive care is the foundation of our practice. Membership includes annual comprehensive physicals, screening recommendations, and proactive health monitoring, with time for a thorough evaluation.

What happens if I need specialist care?

We stay at the center of your care. If you need specialized testing or consultations outside our practice, Dr. Badrun guides and coordinates the referral process.

What should I do in a medical emergency?

Always seek immediate emergency care. If you have severe symptoms such as chest pressure, difficulty breathing, or sudden neurological changes, call 911 or go directly to the nearest emergency department. Do not wait to reach us first. New Essence Health provides ongoing primary care, not emergency services.

What about after-hours urgent issues?

As a member, you can message or call our office for urgent guidance after hours, and when possible, Dr. Badrun will help triage your symptoms or offer advice. New Essence Health is not a 24-hour emergency center or walk-in urgent care, so there may be times after hours when hands-on care, imaging, or testing is needed right away. In those situations, or if we cannot be reached promptly, a local urgent care clinic is the safest option, and we will coordinate follow-up with you the next business day.

What is your policy on controlled substances?

Your long-term health and safety come first. We take a conservative approach to prescribing controlled medications such as opioids and benzodiazepines. For chronic pain, we partner with a pain management specialist and explore effective non-narcotic options together. For anxiety and mental health, we prioritize evidence-based first-line therapies and holistic techniques, and connect you with trusted psychiatric specialists when needed. For the safety of patients and staff, we do not store or dispense controlled substances at our Buckhead, Atlanta office.

Do you provide vaccinations?

We review your immunization needs as part of your annual physical and give personalized guidance. We do not administer vaccinations in our office, but we can point you to nearby options such as your local pharmacy or health department.

Do you see patients who do not speak English?

Yes. Dr. Badrun speaks English, Spanish, Bangla, Urdu, and Hindi, in person at our Buckhead, Atlanta office and through telehealth across Georgia.

FLEXIBLE SCHEDULING

NO RUSHED APPOINTMENTS

UNLIMITED VIRTUAL VISITS

Chronic, Acute & Preventive Care

WEIGHT MANAGEMENT

HORMONE THERAPY

UNLIMITED GENERIC MEDICATIONS

ESSENCE CARE HEALTH KIT INCLUDED

FLAT MONTHLY FEE

NO INSURANCE NEEDED

REACHABLE DOCTOR

Between you and exceptional care

In-Person Atlanta

Telehealth Anywhere in Georgia

Care Without Barriers

Excellence - Our Commitment

Cormplimentary 1 Year

Prescription Benefits

Enjoy 1 year of complimentary generic medications, delivered directly to your door.

Monitor your health at home with our kit for tracking key health measurements.

Farzana Badrun, MD, MPH

Adult Primary Care Physician (PCP)

Care from someone
who understands both sides
of the exam table

Dr. Farzana Badrun founded New Essence Health around a simple belief: you deserve a doctor who truly knows you, not just your chart. With a career spanning clinical medicine, investigative research, and public health, and most importantly, her own experience as a cancer survivor, she brings both expertise and lived experience to your true care: direct, unhurried, and holistic.

A practice built from personal experience

Dr. Badrun spent years looking for the kind of doctor she never found — so she became one, and built New Essence Health in that image.

Truly personal care

Your doctor knows your name, your history, and your goals every single visit, without exception.

Direct physician access

Call or message, or email directly.

Unhurried appointments

No 7-minute visits. Take the time you need to actually be heard and understood.

No insurance hassles

One simple monthly membership. Flat pricing. Zero co-pays. No deductibles. Zero surprise bills.

The Essence of Care

At New Essence Health, care is rooted in compassion, personalized attention, and a genuine commitment to making every patient feel heard, supported, and confident at every step of their health journey.

Seen and Heard, Not Rushed

Every visit starts with listening — not a checklist, but a real conversation about you.

A Clearer Picture of Your Health

Comprehensive lab testing gives you and your doctor a clear baseline — real data across the systems that matter most.

Secure & HIPAA-Compliant Telehealth

Reach your doctor without the hassle or the waiting room. Whether you are in Atlanta or across the state, connect with Dr. Badrun by secure video visit from anywhere in Georgia.

Your Health, Your Plan

Your custom care plan covers nutrition, exercise, supplements, stress, and other pillars of holistic care.

Direct-to-Door Prescriptions

Unlimited complimentary generics delivered to your door your first year. For specialty medications, we secure the lowest direct rates available.

Exclusive Rate Diagnostics

Enjoy transparent, direct-rate pricing on labs and imaging at trusted local partner facilities, with zero insurance markups and zero surprises.

Weight Management

A personalized plan built around your body, your goals, and what actually works for you — not a one-size-fits-all program.

Hormone Therapy

Feel like yourself again. Personalized hormone therapy to help restore your energy, mood, and overall well-being.

Acute Care

Personal, attentive care when needed.

Preventive Care

Annual physicals, wellness exams, and screenings to help you stay healthy and prevent illness.

Chronic Disease Management

Personalized care to help you manage chronic conditions and improve your well-being.

Specialist Referrals

Seamless referrals to trusted specialists, helping you receive the right care and expert support when needed.

The Essence of Access

Text, Call, or Email

Direct access to your doctor

Cut the Wait

Reach your doctor without the endless runaround

Flexible Scheduling

Appointments built around your needs

New members: your first year of generic medications is free, and a Health Kit is included. Book a free discovery call

Exclusive Benefits for Our Members

Free generics for 1 year, delivered.

Skip the pharmacy trip and the copays. Generic prescriptions from our formulary ship straight to your door at no cost for your first year.

Care that follows you home.

Your membership includes the Essence Care Health Kit: blood pressure monitor, pulse oximeter, digital scale, and thermometer. Share your readings with us and stay connected to your care team from your own living room. One Essence Care Health Kit per household

One simple monthly fee

No contract. Cancel with one month's notice.

Adult member

$150

per month

Plus a one-time $125 enrollment fee, which includes your Health Kit.
Unhurried in-person and video visits
Direct access to Dr. Badrun by text, call or email
Preventive, acute and chronic care
First-year generic medications free, shipped to you
Essence Care Health Kit included
Discounted direct-rate labs and imaging
Weight management and personalized care plans

Second household member

$140

per month

Membership is for adults aged 18 to 64. It is not health insurance: we encourage you to keep coverage for emergencies and hospital care. We are currently not accepting patients with Medicare, Medicaid, TRICARE or CHAMPVA to stay compliant with federal and state program requirements.

New members: your first year of generic medications is free, and a Health Kit is included. Book a free discovery call

Join this season and receive:

Free generics for a year, delivered.

Skip the pharmacy trip and the copays. Generic prescriptions from our formulary ship straight to your door at no cost for your first year.

Care that follows you home.

One simple monthly fee

No contract. Cancel with one month's notice.

Adult member

$150 per month

Plus a one-time $125 enrollment fee, which includes your Health Kit.
Unhurried in-person and video visits
Direct access to Dr. Badrun by text, call or email
Preventive, acute and chronic care
First-year generic medications free, shipped to you
Essence Care Health Kit included
Discounted direct-rate labs and imaging
Weight management and personalized care plans

Second household member

$140 per month

Why Direct Primary Care (DPC)?

DPC VS. TRADITIONAL CARE

FEATURES

NEW ESSENCE HEALTH

TRADITIONAL PRIMARY CARE

Appointment availability

Timely appointments, without
waiting for weeks

Long wait times are common

Visit length

Unhurried visits, when the doctor
truly has time to listen

Rushed, 10-15 minute visits

Direct access

Text, call, or email directly no
gatekeepers

Filtered through staff and nurse lines

Pricing model

Flat monthly membership. no
surprise bills

Copays, deductibles, and billing surprises

Patient relationship

Personalized, relationship-based care

High patient volume, limited continuity

Continuity of care

You see the same doctor every visit

Often rotates between different providers

After-hours support

After-hours support when and if you need it

Typically unavailable outside office hours

The Essence of Membership

Getting personalized care with New Essence Health is simple.

Book a free discovery call

A no-obligation conversation to see if we're the right fit for your care.

Join membership

Complete the sign up below to start your membership.

A personal welcome

A moment to connect before your first visit begins.

Receive your Essence Care Health Kit

Stay effortlessly in tune with your health at home, with a complimentary kit that puts vital tracking right at your fingertips (one kit per household).

Initial executive physical

Your first comprehensive visit, built around your full health picture.

Medical records reviewed

Comprehensive labs

Prescriptions

Ongoing Personalized Care

Continued guidance, acute and chronic care management, and health monitoring tailored to you.

Unlimited direct access

Reach your physician by call, text, or visit, in person or virtually.

Here is where
the exciting new chapter
of your health story begins.

Here is where —
the exciting new chapter
of your health story begins.

Join New Essence Health and experience what it means to have a doctor who truly knows you, supports your health goals, and is there when you need her.

Questions people ask first

Is this health insurance?

No. Membership covers your primary care with us. We encourage you to keep insurance for emergencies, hospital and specialist care.

Is there a contract?

No long-term contract. Cancel with one month's notice.

Who can join?

Adults aged 18 to 64. Telehealth is available to members located in Georgia.

What about specialty medications?

They are not included, but we guide you to at-cost pricing.

PRIMARY CARE AT YOUR FINGERTIPS!

Between you and exceptional care

In-Person Atlanta

Telehealth Anywhere in Georgia

Care Without Barriers

Excellence - Our Commitment

Prescription Benefits

Farzana Badrun, MD, MPH

Care from someone who understands both sides of the exam table

A practice built from personal experience

Truly personal care

Direct physician access

Unhurried appointments

No insurance hassles

The Essence of Care

The Essence of Access

Text, Call, or Email

Cut the Wait

Flexible Scheduling

Exclusive Benefits for Our Members

Free generics for 1 year, delivered.

Care that follows you home.

One simple monthly fee

Adult member

$150

per month

Second household member

$140

per month

Join this season and receive:

Free generics for a year, delivered.

Care that follows you home.

One simple monthly fee

Adult member

Second household member

DPC VS. TRADITIONAL CARE

FEATURES

NEW ESSENCE HEALTH

TRADITIONAL PRIMARY CARE

Appointment availability

Timely appointments, without waiting for weeks

Long wait times are common

Visit length

Unhurried visits, when the doctor truly has time to listen

Rushed, 10-15 minute visits

Direct access

Text, call, or email directly no gatekeepers

Filtered through staff and nurse lines

Pricing model

Flat monthly membership. no surprise bills

Copays, deductibles, and billing surprises

Patient relationship

Personalized, relationship-based care

High patient volume, limited continuity

Continuity of care

You see the same doctor every visit

Often rotates between different providers

After-hours support

After-hours support when and if you need it

Typically unavailable outside office hours

The Essence of Membership

Here is where the exciting new chapter of your health story begins.

Here is where — the exciting new chapter of your health story begins.

Questions people ask first

Phone

Email

Address

A Year of Generic Medications at No Additional Cost

PRIMARY CARE
AT YOUR FINGERTIPS!

Care from someone
who understands both sides
of the exam table

Timely appointments, without
waiting for weeks

Unhurried visits, when the doctor
truly has time to listen

Text, call, or email directly no
gatekeepers

Flat monthly membership. no
surprise bills

Here is where
the exciting new chapter
of your health story begins.

Here is where —
the exciting new chapter
of your health story begins.