Fusella Family Medicine. Clear messaging for a different kind of practice.
Fusella Family Medicine is a Direct Primary Care practice in Latham, NY — a membership-based model that doesn’t bill insurance. Five Towers designed, built, and maintains their website, with a focus on making that distinction unmistakably clear to every visitor.
Who they are, and why they came to us.
Fusella Family Medicine is a Direct Primary Care (DPC) practice owned and operated by Dr. Marissa Fusella in Latham, NY.
DPC is a membership-based model — patients pay a flat monthly fee for unlimited primary care access, and the practice does not bill insurance. It’s a fundamentally different way of delivering healthcare, and for a brand new practice, communicating that difference clearly from day one was critical.
Five Towers has been their web and design partner since before the practice opened — handling logo design, business cards, the website build, hosting, and ongoing maintenance as the practice has grown.
The Challenge
The challenge of explaining a different model.
Direct Primary Care is still unfamiliar to most patients. For a brand new practice with no existing web presence, the site had to do two jobs simultaneously — introduce the DPC model clearly and build enough trust that a prospective patient would feel comfortable signing up for a membership before they’d ever visited.
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No existing brand, no logo, no web presence — everything needed to be built from scratch before the practice could open its doors.
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The DPC model requires upfront education — visitors who don’t understand it won’t convert, and confusion leads to no inquiry at all.
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Insurance disclaimers needed to be prominent and plain-language from the start — not buried, not assumed.
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The site needed to feel warm and personal, not clinical — DPC practices win on relationship, and the site had to reflect that from the first impression.
What We Did
The work, and the thinking behind it.
The site was designed and built to do one job above all others: make the DPC model immediately understandable. Every major decision was made in service of that goal.
A brand identity built from the ground up.
Before the site could be built, Fusella Family Medicine needed a brand. Five Towers designed the logo and developed the visual identity — color palette, typography, and overall aesthetic — giving the practice a professional, cohesive look that reflects the warmth and accessibility at the heart of the DPC model. We also designed business cards that carry the brand consistently into every in-person interaction.
Warm, approachable design for a different kind of doctor.
DPC practices thrive on relationships — patients choose them because they want more time with a doctor who knows them. The site design reflects that: warm, human, and reassuring rather than clinical. We built the site in WordPress with a layout and tone that feels personal and accessible, reflecting the practice’s core promise of unhurried, relationship-based care.
Insurance disclaimers where they can’t be missed.
Every content decision was made with one question in mind: will a first-time visitor understand that this practice doesn’t bill insurance before they assume otherwise? Insurance disclaimers were built into the homepage hero, the contact page, and the membership page — in plain language, above the fold. The FAQ was given a top-level navigation spot from day one, with the insurance question as the first entry. Nothing was buried.
A living site that evolves with the practice.
Fusella Family Medicine is an active, growing practice. Five Towers manages ongoing maintenance — content updates, messaging refinements, new page additions, and blog posts — responding to patient feedback and practice milestones as they happen. When the practice hosted its ribbon cutting open house, Five Towers had a recap post live the same day.
Structured for search from day one.
On-page SEO was baked in at build — metadata, schema markup for the practice, semantic heading structure, and internal linking across service and membership pages. Geographic signals are woven into the copy to position Fusella as the Capital Region’s destination for Direct Primary Care.
What We Did
What changed after launch.
The practice now has a site that handles the hardest part of DPC patient acquisition — explaining the model clearly before someone picks up the phone.
Incoming inquiry quality improved as confused callers dropped off and better-informed prospective patients took their place.
Five Towers continues to manage the site on an ongoing basis — handling updates, new content, and messaging refinements as Fusella Family Medicine grows its patient base in the Capital Region.
Project Details
Services Provided
- Branding & Design
- Website Design & Build
- Managed Hosting
- Website Maintenance