Palm Valley Primary Care opens, joins SJC Chamber of Commerce


Palm Valley Primary Care, a recently opened “boutique style” primary care facility, celebrated joining the St. Johns County Chamber of Commerce with a ribbon cutting ceremony Sept. 29.

Located at 1106 A1A North in suite 100A, Palm Valley Primary Care offers focused patient care with in-house pharmacy and laboratory services. Owner and provider Dr. Jennifer Serotta envisions her practice as a “place conducive to healing, relaxation, and well-being.”

The clinic provides preventative care centered around holistic evaluations, individualized patient-centered treatment plans, in-house medications, evidence-based supplements and management of chronic medical disease such as high blood pressure, diabetes and asthma.  The clinic also specializes in weight loss and offers a comprehensive Healthy Lifestyle program that integrates diet, physical activity, supplements and medications where indicated.

“What I see from typical primary care practices is volume booking wherein patients only get to see the provider for brief unsatisfying minutes, which often prevents analysis of all the issues that need to be considered to formulate a viable, holistic treatment plan,” said Serotta. “What we are doing differently is offering a personalized approach, listening to the patients and involving them in achieving the desired outcomes.”

As an assistant professor at University of North Florida, she said she also strives to ensure treatment is based on all available research.

“If I have a patient seeking a solution for a specific condition, it’s in my nature to see what the evidence says and to share that information with the patient in order to make the most informed decision possible,” she added.

A breast cancer survivor, Serotta has partnered with the breast cancer organization In the Pink and is donating a portion of profits from supplement sales to the organization.

Appointments may be scheduled at the practice online at or via email at You can also call (904) 222-6530.