Dr. Shannon Scholl asked an endoscopy center what Medicare pays them per case, offered to pay exactly that, and now prices a colonoscopy at $1,500 all in, against a $2,500 to $4,000 local market. She left a 14 year private GI practice after her daughter spent three months in the hospital and the doctors dismissed what she told them.

Dr. Brian Ostick is an ER medical director who spent three years as his wife's unpaid chief marketing officer and, in his words, chief furniture officer. He now sees patients one day a week at Health and Healing Direct Primary Care with a panel capped near 50, mostly the dads of families already enrolled. He and Dr. Aimee Ostick paid off $550,000 in student debt in six years before opening.

Dr. Jose Buenrostro went on a Spanish language radio show in Turlock, California, and the clinic phone started ringing 10 to 12 times a day. Buen Vita Health is now near 800 members. Before the clinic he farmed 20 acres of almonds and built a wedding venue, and his old employer threatened to sue him for leaving 90 days early.