Along with the demand for convenience, some healthcare consumers are taking up direct-to-consumer (DTC) healthcare products – and some services – with great confidence. Many have seen insurance companies as “the problem” in healthcare and have longed for an option that worked more like a trusted retail store – high quality products at upfront, transparent prices, no insurance needed. Providers, too, find the possibility of a world without claim management attractive.

A few years ago, the outlook for DTC healthcare was promising, with several startups and significant venture capital. However, experts warned that it was a bubble about to burst – and then COVID hit. Virtual healthcare summarily exploded, pushing many into the DTC arena out of necessity. Time will tell if they stay out of satisfaction.

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