What determines the quality of medical care? Is it the correct diagnosis and appropriate treatment plan or has it become more about customer service? Our society has evolved into a landscape in which the practice of medicine is an intimate relationship and discussion between the physician and patient. Few diagnoses these days are black and white and many times a specific treatment plan needs to be decided for the individual. Listening closely to what patients are telling you is the key to figuring out the best plan for treatment. The Direct Primary Care model is the key to ensuring this happens correctly. We cannot continue to let insurance companies dictate how much attention a physician is able to provide to their patients, especially when seeking routine medical care.