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What happens when a nurse practitioner refuses to accept the limitations of traditional healthcare? Verlisha Goins is about to find out as she prepares to add direct primary care services to her thriving aesthetics practice in Columbia, South Carolina.

After becoming a nurse in 2012, inspired by her own experience with compassionate nursing care during her daughter's birth and NICU stay, Verlisha worked her way through various healthcare settings before opening Sophisticated Wellness and Aesthetics in 2022. What started as an IV hydration clinic has evolved into a comprehensive aesthetic practice offering everything from medical weight management to Botox and facials.

Now standing at the threshold of her next big move, Verlisha shares the real story behind her decision to incorporate DPC—including the self-doubt that kept her from launching sooner. "I kept saying I wasn't ready," she admits, crediting mentor Penni Vachon, APRN with providing the accountability she needed to finally set a launch date. With 19 patients already on her waitlist, Verlisha is positioned to quickly reach her six-month goal of 50 members.

The conversation explores practical considerations for practitioners considering similar hybrid models: pricing structures ($99/month for adults, $59/month for children), marketing strategies focused on community engagement rather than paid advertising, and the innovative cross-promotion of services that offers DPC members significant discounts on aesthetic treatments.

Perhaps most compelling is Verlisha's vision for healthcare delivery that refuses to be confined by traditional boundaries. "I want to position my clinic to be the go-to and the leading premier wellness clinic for health, wellness and beauty," she explains, rejecting advice to "niche down" in favor of comprehensive care that meets multiple patient needs in one location.

Whether you're contemplating opening your own practice, considering adding new service lines, or simply looking for inspiration to move past self-imposed limitations, this conversation offers valuable insights from someone who's taking the leap right now. Connect with us on social media to continue the conversation about innovative practice models and the future of healthcare delivery.

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