Are the number of primary care options making it difficult for patients to stay loyal?

The news: Crossover Health is expanding its brick-and-mortar clinics to cities like Seattle, New York, and Austin this year, per a Fierce Healthcare exclusive.

  • Crossover Health offers hybrid virtual and in-person care for clients like Amazon, Comcast, and LinkedIn.
  • Its services include primary care, mental health visits, physical therapy, health coaching, and on-site lab testing.

What this means for the primary care market: Crossover Health’s expansion could spell trouble for primary care disruptor competitors since patients will easily jump ship for more convenience or better digital health options.

  • Besides Crossover Health, primary care disruptors One Medical, Forward Health, Carbon Health, and VillageMD have all expanded to New York City recently.
  • Too many primary care disruptors in one area could make it difficult for primary care entrants to retain customers. Most (61%) patients are willing to switch providers for something as simple as a better patient portal, per Experian Health’s 2022 Digital Health Report.

A bright spot: Beyond individual consumers, hybrid primary care vendors are in a prime spot to woo nationwide employers that are interested in offering on-site clinics for employees.

Almost 57% of employers say they’ll consider having an on-site clinic by 2024, marking a rise from the 44% of employers who said the same when the pandemic began, per a Business Group on Health’s survey of 136 large US employers.

  • Primary care entrants like Crossover Health and One Medical could see an influx of new employer partners this year. They both offer both on-site and virtual options.
  • We could see primary care disruptors partner with smaller employers to diversify their portfolios, too. One Medical already works with large employers like Google and Lyft, but it claims its primary care model can work with organizations of varying sizes.