Sol Direct Primary Care: A welcoming medical home for patients

Dr. Michelle Cooke refused to be jaded by the medical system.

Cooke’s practice, Sol Direct Primary Care, has been operational for over a year, initially opening in May 2023 off Cascade Rd. The practice recently relocated to East Point in May 2024. Her new workspace, a self-described “spa”, “I just feel like it’s so often that people come in and just feel just overwhelmed by the doctor. It’s a frustrating experience, not something to look forward to. It feels very sterile. It just doesn’t feel very welcoming,” Cooke said. The move for the practice grew out of a desire to expand and bring on additional staff members, which now includes an office manager, an intern, and a new medical assistant, “There’s this concept of like a medical home. I want it to feel almost like you’re at home, like you’re relaxed, you can talk with your doctor, you just have that nice rapport. It doesn’t feel like you’re in this sterile facility that doesn’t connect with you,” Cooke continued.

Originally from Boston, Cooke moved to Atlanta to attend Spelman College in 2003 and has lived in the city ever since. She completed her medical education at Morehouse School of Medicine and trained at Atlanta Medical Center, where she worked in its medical system until its closure in 2022.

Cooke emphasizes the importance of creating a comfortable and welcoming environment for her patients, explaining that she wanted the space to feel more like a home than a sterile medical facility. This approach aligns with the concept of a “medical home,” where patients feel relaxed and at ease when discussing their health concerns. The practice also includes two exam rooms where Cooke spends most of her time with patients, ensuring a personalized and attentive care experience.

What makes Cooke’s practice different from others in operation is that it runs on a subscription model, which is central to the concept of direct primary care. This model allows patients to pay a periodic membership fee, giving them direct access to Cooke without the need for third-party insurance companies. This approach enables Cooke to provide flexible, personalized care, to keep the office as empty as possible, and to prioritize patient needs. For example, Cooke can quickly respond to patient inquiries via text or phone, addressing issues without requiring an in-person visit.

The practice also offers cash-based lab services, which often result in lower costs than insurance-based prices. Cooke highlights the importance of price transparency in healthcare, allowing patients to make informed decisions about their care. She shares a striking example where a patient, using a local pharmacy with negotiated cash-based prices, saved significantly on an ADHD prescription. “This gentleman was going to have to pay over $200 for his medication at his typical pharmacy. At East Point, they gave it to him for $25,” Cooke explains; speaking to the issue of inflated and inconsistent pricing in healthcare, “One of the biggest problems we have in healthcare is just lack of price transparency.” By making prices clear upfront, direct primary care empowers patients to make choices that fit their budget, rather than being blindsided by unexpected charges later,” Cooke said.

Cooke’s practice is not intended to replace insurance, especially for emergency or catastrophic events, but rather to complement it by providing accessible primary care services. She recommends that patients still maintain insurance coverage for major medical needs. The practice caters currently from ages 2+ and up.

In addition to primary care, Cooke is launching a medical weight loss program called “Sol Fit Club,” which will include innovative diagnostic tools such as a 3D body scanner and VO2 max testing equipment. The program is set to officially launch in September, with webinars on health and wellness topics available to the East Point community. The Sol Fit Club will be open to both primary care members and the broader community, offering a comprehensive approach to health and fitness.

Cooke’s journey in healthcare has been shaped by significant changes in the healthcare system,” What I hear nowadays, especially for black patients, is ‘no one is listening to us, and that could cost me my life’, and they’re right,” Cooke told The Atlanta Voice. Despite these challenges, Cooke remains dedicated to providing comprehensive, patient-centered care through her practice at Sol, “Think about our black mortality rate because people aren’t listening to what people are experiencing.  When people come here, they know that Cooke listens to them. She understands what my issues are, and she’s got my back”.

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