Fitness Company CrossFit Now Offers Primary Care

While their exact models differ, all of these businesses aim to deliver better care with fewer hassles and less waiting. They also take primary care beyond the hospitals and family practices where it has existed for decades and wedge it squarely into the startup ecosystem.

“My big concern, at a system level, with membership fees is you’re going to systematically exclude individuals with limited income,” Cole says. “Right there, you’ve got an issue with health equity.” It’s not hard to understand why entrepreneurs and their investors are eager to jump into the primary care space. In the traditional primary care world, it’s not uncommon for a patient to wait weeks for an appointment with their doctor, then spend more time in the waiting room than the exam room. A primary care physician may have

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