That belief is what led Dr. Crall to become an early adopter of the Direct Primary Care model in
2014. Driven by a passion for lifestyle medicine and a desire to spend meaningful time with
patients, he built his practice around developing healthy habits and addressing the root causes of  disease — not simply managing symptoms.

Over the years, he witnessed how transformative the Direct Primary Care model could be for
patients, physicians, and employers alike. Patients finally had access to a physician who truly

knew them. Physicians were able to practice medicine with greater purpose and less burnout.
Employers gained a healthcare solution that improved access, outcomes, and affordability for
their teams.

From that vision, Persona Healthcare Direct was founded in 2016. Dr. Crall’s goal was never simply to build another healthcare company. His vision was to help scale Direct Primary Care to all Americans while supporting the growth and success of independent DPC practices across the country.

Because more than half of Americans receive healthcare coverage through their employer, he
believed Direct Primary Care should become an essential part of employee health benefits —
creating a model that prioritizes prevention, accessibility, and long-term health rather than
reactive sick care.

Today, Persona Healthcare Direct has become Florida’s leading physician-led DPC community
focused on employee health. What makes this network unique is its commitment to quality and philosophy of care. Dr. Crall personally vets each provider to ensure they practice broad-scope primary care with a strong lifestyle medicine focus — helping patients prevent and manage most conditions within the wallsof the practice whenever possible.

This approach supports what healthcare should strive to achieve: accessible, affordable, high-
quality care that improves patient experience, reduces employer healthcare costs, and helps
restore joy and sustainability to the practice of medicine.

​

At its heart, this network is about relationships — between patients and physicians, employers
and employees, and communities and the healthcare providers who serve them.

We are proud to be building a future where healthcare feels human again.