A New Chapter in Direct Primary Care and Personal Branding
In this episode of the What’s Up Dunwoody podcast, host Matt Weber talks with Dr. Dhaval R. Desai about leaving hospital leadership to launch a more human-centered model of care. Hear how his COVID frontline experience, fatherhood, and burnout inspired a bold new chapter in Direct Primary Care and building his own personal brand.
From Spanish Teacher to Hospital Director
Some guests feel like friends the minute they sit down. Dr. Dhaval Desai is one of those people. A self-described “local guy” who grew up when Sandy Springs was still lumped in with Dunwoody, he went to North Springs High and later taught Spanish there before heading off to medical school. That winding journey took him from the sunny St. Martin to clinical rounds in the five boroughs of New York, then to residency in Ohio, and finally back to Atlanta.
For 15 years, Dr. Desai served at St. Joseph’s Hospital. But the very system he was trying to lead was pushing him further from his purpose. Burnout crept in, slowly but steadily, as he found himself spending more time with computer systems and regulations than with patients.
So What Is Direct Primary Care, Anyway?
Dr. Desai now practices Direct Primary Care (DPC) at Atlanta Internists, taking over for the beloved Dr. James P. Capó, Jr. But what exactly is DPC, and how does it differ from concierge medicine?
Matt called it a “private gig” — and he wasn't wrong. But Dr. Desai explains that DPC goes further. It’s a membership-based approach that removes the insurance middleman. Patients pay an annual fee (around $2,400/year) for unlimited visits, direct access, no copays, and longer appointments. Instead of the typical rushed 10-minute checkup, you get 45 minutes to an hour.
Unlike some concierge models that usually bill insurance, DPC removes that layer completely. No billing games. No red tape. Just more time with your doctor. Dr. Desai summed it up: “I'm not in front of a computer for six hours a day anymore. I'm actually with my patients.”
Atlanta Internists is not a startup or boutique clinic. It’s a long-standing local practice that Dr. Desai is now modernizing with a more personal touch. For patients used to that familiar, neighborhood doctor experience, it’s the best of both worlds — tradition and transformation.
Fighting the “Bougie” Stereotype
Let’s address the elephant in the exam room. Is this kind of care only for rich folks?
Dr. Desai gets the skepticism. He had it himself before entering the model. But as he explains, DPC can actually make healthcare more accessible for folks with high-deductible plans or no insurance at all. Atlanta Internists even negotiates discounted lab and imaging services for self-pay patients. As Matt points out, $2,400 a year is often less than some deductibles.
So no, it’s not just for the country club set. It’s for people who want a doctor who knows them — and who has time to care.
A Memoir Born from Burnout
Dr. Desai didn’t set out to be an author. But COVID had other plans.His memoir, Burning Out on the COVID Front Lines: A Doctor’s Memoir of Fatherhood, Race and Perseverance in the Pandemic, tells that story in full.
His second child was born just two weeks before the U.S. shut down in March 2020. While his wife (also a physician) juggled a newborn and preschooler at home, Dr. Desai was in the trenches managing a hospital medicine group. There were sleepless nights, mounting fears of bringing the virus home, and a crushing mental load that came to a head six months into the pandemic.
That’s when he hit rock bottom.
What followed was a slow, intentional climb out — with the help of therapy, peer support, and a decision to tell his story. The result is his memoir, a deeply personal account of medicine, mental health, fatherhood, and racism in the healthcare system during one of America’s most divided years.
All author proceeds go to the Dr. Lorna Breen Heroes' Foundation, which works to destigmatize mental health care for clinicians. That staggering stat he shared? Every year, 400 U.S. physicians die by suicide. That’s more than one a day.
Seen in Full: The Podcast
Of course, it didn’t stop with the book. Dr. Desai now hosts his own podcast, Seen in Full, where he brings that same emotional honesty to interviews with other professionals navigating burnout, career change, and self-discovery. Think: a former radio host, a longtime educator, and even legendary Atlanta anchor Brenda Wood.
It’s not about diagnoses or medical tips. It’s about remembering we’re all human beings first.
And that message is baked into his whole personal brand. As a physician, author, podcaster, and media contributor, Dr. Desai knows that building trust today means being visible. He’s on Instagram at @doctordesaimd, where you’ll find everything from mental health reminders to reflections on parenting and healthcare reform.
He talks about how every professional these days needs a podcast, website, and social presence — not as vanity projects, but as platforms to connect. It’s something host Matt Weber knows well too. Whether you’re selling real estate or selling people on the idea of better healthcare, connection is key. Dr. Desai isn’t just treating patients; he’s building a movement around human-centered care.
Why Direct Primary Care Fits Dunwoody
Why does Direct Primary Care fit so well in a place like Dunwoody?
Because our community is filled with high-functioning families juggling it all — careers, caregiving, aging parents, and an often confusing healthcare system. Having a trusted advocate in your corner, someone who can really spend time with you and guide your care, is becoming more and more rare. Dr. Desai is betting that Dunwoody is ready for something better.
And honestly? We are.
With a location that serves Dunwoody, Sandy Springs, and Brookhaven, Atlanta Internists isn’t some far-off solution. It’s local. It’s personal. And it’s grounded in real relationships.
Call to Action
To connect with Dr. Desai:
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Practice: Atlanta Internists
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Instagram: @doctordesaimd
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Podcast: Seen in Full (available on all major platforms)
His memoir is also available online, with proceeds going to the Dr. Lorna Breen Heroes' Foundation.
Show Notes
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Dr. Desai explains the difference between Direct Primary Care and concierge medicine
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Why he left hospital leadership to return to relational medicine
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His harrowing experience as a COVID frontline leader and new dad
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Mental health, burnout, and the toll of being “the strong one”
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How DPC offers more time, less red tape, and potentially better access for all
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Why personal branding matters in healthcare too
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What makes Atlanta Internists a uniquely local solution
About What’s Up Dunwoody
What’s Up Dunwoody is hosted by REALTOR® Matt Weber, spotlighting local businesses, events, and neighbors across Dunwoody, Georgia. Follow along at whatsupdunwoody.com for new episodes and community updates.
