COLDWATER, MI (WTVB) – Healthcare accessibility in Branch County takes a major step forward as Coldwater Direct Primary Care prepares to host its official ribbon-cutting ceremony on Monday, September 14, 2026, at 2:30 p.m..
The ribbon cutting will take place at the clinic’s current location at 89 W. Chicago St., Suite 1C, housed within the historic Coach Eby Youth & Family Center.
Founded by Dr. Jeff O’Boyle, the practice aims to completely bypass standard medical insurance frameworks by offering an affordable, direct-to-consumer membership model designed to streamline preventative healthcare and chronic disease management.
The new clinic stands out in the regional medical market by eliminating third-party middlemen, co-pays, and complex insurance authorizations. Under the direct primary care format, patients pay a flat monthly membership that covers virtually unlimited office visits, extended one-on-one appointments, at-cost client lab pricing, and wholesale in-clinic medication dispensing.
While the practice is temporarily operating out of its West Chicago Street suite, the business has already acquired the old “Vested” building down the road at 62 W. Chicago Street, as its permanent future headquarters.
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