Dermatolo-G is a modern dermatology service designed to meet patients where they are, both logistically and financially. Founded by nurse practitioner Gigi Rusnak, the practice operates as a cash-based, virtual dermatology model that emphasizes transparency, accessibility, and thoughtful care delivery. Dermatolo-G reflects one clinician’s perspective on how alternative payment structures can complement the broader healthcare landscape.
According to Rusnak, the decision to operate outside of insurance contracting grew from firsthand observations during her clinical career. She explains that insurance-based care often involves multiple layers of coordination, including coding, reimbursement structures, and plan-specific coverage rules, that shape how care is delivered. “Those systems are built to serve very large populations, and they do that well,” she explains. “My interest was in creating a model that could be simpler for certain patients and conditions.”
Dermatolo-G provides virtual dermatology services for conditions such as acne, eczema, psoriasis, hair loss, and chronic rashes, concerns that often benefit from ongoing dialogue and continuity rather than one-time visits. By operating on a direct-pay basis, the practice offers patients a clear understanding of cost at the outset of care. From Rusnak’s perspective, this clarity helps people make informed decisions without needing to navigate plan details, referrals, or coverage thresholds.
In recent years, healthcare researchers have examined how different payment structures influence pricing. One widely cited academic analysis of U.S. hospital pricing found that, in many cases, listed cash prices for services were lower than commercially negotiated insurance rates for the same procedures. For Rusnak, findings like these reinforce the idea that transparency itself can be beneficial. “When people know the cost upfront, it creates a sense of predictability that many patients appreciate,” she says.
From an operational standpoint, a cash-only structure allows Dermatolo-G to function with fewer administrative touchpoints. Rusnak explains that this streamlined setup enables more flexible scheduling and extended availability, including early morning and evening appointments. She says, “Without needing to align every visit to a billing framework, I’m able to focus my time on patient communication and follow-through.”
That flexibility can be especially meaningful in virtual care, she explains, where patients may be balancing work, family responsibilities, or geographic limitations. Dermatolo-G’s telemedicine format allows individuals to attend appointments from home or on the go, with prescriptions sent directly to local pharmacies. According to Rusnak, the model also supports continuity, as patients can follow up without navigating additional financial steps for brief check-ins. “If I want to see how someone is responding to treatment, the structure allows me to do that thoughtfully,” she notes.
Importantly, Rusnak views cash-based care not as a replacement for insurance-based medicine, but as one option among many. She notes that comprehensive insurance systems play a critical role in covering complex, emergency, and in-person care. “There’s an important place for insurance in healthcare,” she says. “What I offer is an alternative pathway for patients whose needs align with virtual dermatology and direct access.”
Financial simplicity, in her view, supports a more collaborative care relationship. Instead of navigating co-pays, deductibles, or post-visit billing adjustments, patients engage in a straightforward exchange that centers on outcomes and communication. This approach, Rusnak explains, allows the clinical conversation to remain focused on skin health rather than administrative considerations.
Over time, Dermatolo-G has attracted patients who value that predictability and personal access. Rusnak believes the model works best when expectations are clear on both sides. She notes, “When people understand how care is delivered and what it costs, it creates trust and consistency.”
As healthcare continues to evolve, Dermatolo-G represents one practitioner’s exploration of how payment structure influences experience. By pairing virtual dermatology with transparent pricing, the practice offers an example of how alternative models can exist alongside traditional systems, expanding choice rather than challenging it.
From Rusnak’s perspective, the goal remains straightforward: to deliver attentive dermatologic care in a way that feels accessible, understandable, and supportive. “Care works best when people understand it,” Rusnak says. “When the structure is clear, patients can focus on healing instead of logistics.”
Bio:
Gigi is the founder of Dermatolo-G, a virtual dermatology practice focused on transparent pricing and patient-centered care. A licensed nurse practitioner, she brings years of clinical experience to her work, with a focus on accessible treatment for common skin conditions such as acne, eczema, and hair loss. Through Dermatolo-G, Gigi explores alternative care models that emphasize simplicity, continuity, and direct patient communication.
This article is for informational purposes only and does not substitute for professional medical advice. If you are seeking medical advice, diagnosis or treatment, please consult a medical professional or healthcare provider.
