The rapid expansion of retail health care, increasing health plan investment in primary care practices, and changing delivery models enabled by technology are all contributing to shifting perceptions about where and how primary care is delivered for specialty populations. Review the trends reshaping the primary care market for complex consumers and the foundations of emerging specialty primary care models. Understand what health plans are looking for—best practice models that integrate care coordination with long-term services and supports, medical, pharmacy, behavioral health, and social services. Discuss the implications of the market shift for specialty provider organizations. Review case studies from organizations that have developed specialty primary care models for complex consumer populations.