Since its inception in the early 2000s, direct primary care has grown rapidly as an alternative to rising health care costs and limited patient interaction with overworked physicians. The American Academy of Family Physicians approvingly describes this model as one that “emphasizes and prioritizes the intrinsic power of the relationship between a patient and his/her family physician to improve health outcomes and lower overall health care costs.” A prime example is Brian Blank, M.D., who in March of this year opened Ember Modern Medicine, the first of its kind in Greenville’s North Main community.