GRAYSON, Ky. — Two years after opening its doors, 4:10 Direct Care, also known as Moore Wellness Clinic, is preparing to enter its third year with a growing patient base, expanded services, and a continued commitment to providing a different kind of primary care experience.
Owned by nurse practitioner Nikki Moore, 4:10 Direct Care was initially envisioned as a telehealth-based practice offering consultations and IV hydration. That vision evolved into a direct primary care clinic after Moore recognized an opportunity to provide patients and families with more time, accessibility, and personalized attention.
“I was originally going to do mostly telehealth consultations for people getting tired of hearing everything is normal when they go to their doctor but knowing something is off,” Moore said. “But I kept getting this feeling/message from God that I needed to do primary care for those that are tired of the mainstream care.”
Moore, who has been a nurse for twenty years and began her career as a nurse practitioner shortly before the COVID-19 pandemic, said her experiences in traditional healthcare helped shape the model she wanted to create.
In conventional insurance-based practices, Moore said providers can be expected to see a high volume of patients in short appointment windows, making it difficult to address every concern and build meaningful relationships with patients.
That experience ultimately led Moore toward a direct primary care model designed to remove many of the limitations associated with the traditional insurance-driven system.
4:10 Direct Care does not accept insurance for its primary care services.
Instead, patients pay a monthly membership fee that provides access to primary care with extended appointment times and direct communication with Moore.
Patients can still use insurance for services outside the clinic, including certain imaging and laboratory services.
For Moore, the model is about more than simply changing how patients pay for healthcare. It allows her to spend more time getting to know the people she serves and helping them participate in decisions about their own care.
“If you get more time with a patient and you’re able to listen to them and truly understand their concerns, you get to actually know more about them and their family and more about what truly makes them light up and smile or makes them completely stressed or overwhelmed. Then you get the ability to help them move through those times of life better,” Moore said.
Moore also incorporates integrative and functional approaches when appropriate, combining conventional medicine with lifestyle education and other approaches aimed at addressing underlying factors that may contribute to a patient's health concerns.
She said education and honest conversations are central to that process.
“I’m not afraid to tell my patients that I don’t know something and I’m not afraid to tell them that I may have to ask some other people or read some more evidence-based research,” Moore said.
She says the response from the community over the past two years has exceeded her expectations.
“I have been really shocked at the demand in our area of people that are wanting a different approach to their healthcare and people that are wanting longer appointment times, more personalized care, more involvement being allowed to ask questions and make those decisions for their own care with guidance from a provider,” she said.
As 4:10 Direct Care prepares to enter its third year, the practice is also expanding its network of services.
Moore has established a relationship with Cardiovascular Imaging Services to provide patients with affordable cash-pay options for a variety of imaging needs, including payment plans and radiologist fees included in the imaging cost.
The clinic will also host HerScan on Nov. 20 for breast ultrasound screenings.
She says the November schedule is currently full, but a waitlist is available through HerScan for those interested in being notified of cancellations or helping demonstrate local demand for future screening events.
In addition, Hot Spot Derm, a separate nurse practitioner-led dermatology practice operated by Kellie Sparks, is now located inside 4:10 Direct Care.
Hot Spot Derm provides specialty dermatology care for concerns including suspicious skin spots, skin tags, warts, acne, eczema, psoriasis and seborrheic dermatitis.
4:10 Direct Care will celebrate the beginning of its third year with an open clinic and open house from 9 a.m. to 3 p.m. Nov. 7. Moore and Sparks will be available to introduce their services, welcome guests and showcase the clinic. Local vendors will also participate, with additional vendors expected to join the event.
Looking ahead, Moore says her primary goals include growing the clinic's direct primary care membership and increasing awareness of its IV hydration services. She says that growth would allow her to eventually bring a medical assistant or nurse onto the team to help with scheduling, patient communication, and other administrative responsibilities.
For now, Moore continues to handle nearly every aspect of the business herself.
“Right now I’m doing all of those things plus office management, being the janitor, being the maintenance person, being the nurse, the provider, the secretary, everything,” Moore said.
She also said she’s very thankful for her husband, family, and close friends, all of whom have contributed their time and energy to helping her make her business a success.
Ultimately, she hopes the next year will bring more people an understanding of what direct primary care can offer and give patients another option for receiving personalized care.
“I think we’re moving to a world where people want more time with their providers, people want less involvement from insurance companies putting red tape all around everything they try to do,” Moore said.
Moore said she remains committed to creating the kind of healthcare experience she believes patients deserve: one built around time, communication, education and a genuine relationship between provider and patient.
4:10 Direct Care is located at 535 E Main Street in Grayson and can be contacted via call/text at (606) 314-0053.
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