Shine Direct Primary Care

About Us

Dr. Frances I. Romero, MD, FAAFP, is a board-certified Family Medicine physician and certified menopause practitioner through the North American Menopause Society (NAMS), with advanced training in hormone therapy and survivorship care. Her compassion for hardworking, underserved individuals—many juggling families, careers, and caregiving—drove her to find a better way to deliver care. Witnessing the burden of high deductibles, long wait times, and fragmented systems, she became one of the first in the region to embrace the Direct Primary Care model at highly accessible pricing. She then took it a step further, weaving in comprehensive hormone evaluation and treatment for patients often left without answers. By combining primary care and hormone health under one thoughtful, patient-first model, Dr. Romero is building a stronger foundation of care for the men and women who spend their lives taking care of everyone else.

Now, she’s helping Southwest Florida businesses do the same—protecting their teams, reducing absenteeism, and controlling healthcare costs. We understand that providing traditional health insurance is out of reach for many small and mid-sized employers, but Shine DPC offers a budget friendly, high-value alternative to high-deductible plans or having no coverage at all. Our membership model helps you attract and retain top talent by showing employees that their health matters—without breaking your budget. Call us today to explore enrollment options and keep your workforce healthy, present, and productive.