The new health care normal: Virtual primary care that works

We all remember how COVID upended daily life. Overnight, we shifted from office hallways and waiting rooms to Zoom squares and kitchen-table desks. We stayed home, stayed cautious, and started seeing our physicians through video screens instead of exam rooms.

Most people were eager to return to in-person routines, but virtual primary care didn’t fade with the pandemic. It only grew. And it’s still growing.

Why? Because it fits the way people live and work today, especially Gen Z and Millennials. These generations expect health care to be as accessible and flexible as every other part of their digital world.

What started as a rapid, necessary shift has evolved into a permanent pillar of modern health care. Patients aren’t just logging in when something goes wrong. They’re using virtual care for routine check-ups, chronic condition management, and preventive screenings. In many cases today, their virtual clinician is their primary care physician.

In my own clinical practice, which partners with employers to provide holistic primary care, we saw this firsthand. Like everyone else, we pivoted to virtual visits during the height of the pandemic. But even after offices reopened and life felt familiar again, the demand didn’t drop.

Virtual visits with Marathon Health doubled from 2022 to 2024. Even more telling: nearly 60% of those visits focused on preventive care, not urgent or acute issues. This is significant. Preventive care is the foundation of better health outcomes and lower costs.

Far from a temporary workaround, virtual primary care has become a sustainable, trusted model that enhances patient access, boosts convenience, and makes care more equitable for all patients.

Virtual care expands access for every patient

Convenience remains one of the key reasons patients choose virtual primary care. Traditional in-person visits often come with long waits and the added stress of rearranging work or family schedules. Virtual care removes those barriers by making it easy to connect with a clinician, often the same day, and from wherever the patient feels most comfortable.

My organization conducted a recent study in 2025 of 2,000 patients at large in the Unites States that found 32% of respondents chose virtual care due to short wait times, 30% due to more appointment availability, and 28% for the ability to obtain prescriptions quickly.

But this shift isn’t only about speed. It represents a new way of thinking about access as a central part of the care experience. When patients can meet with their provider without hassle, they’re more likely to stay engaged.

This model also promotes equity and addresses social determinants of health. Patients who live far from clinics or have mobility issues receive the same high-quality care as those located near major health systems. Remote workers benefit just as much as onsite teams, which levels the playing field across an entire population.

Virtual care reduces barriers to mental health support

Despite growing awareness, many patients still hesitate to seek mental health care because of stigma. That hesitation often worsens conditions like anxiety, depression, and substance use, leading to avoidable complications down the line.

For many, the idea of walking into a mental health clinician’s office feels intimidating or embarrassing. That perceived judgment, whether real or imagined, keeps people from getting support they genuinely need.

Virtual care changes that dynamic. Meeting with a therapist or counselor from the privacy of home removes the emotional barrier. When patients can access support discreetly, they’re far more likely to reach out early rather than waiting until a crisis hits.

I’ve seen research showing that the majority of mental health visits now happen virtually, and it’s easy to understand why. Virtual care offers comfort, privacy, and flexibility.

Virtual care and the new reality of continuity

One of the longest-standing concerns about virtual care is the fear that patients won’t see the same provider from visit to visit. For years, that was a fair criticism. Early telehealth models operated more like urgent care. They were quick, transactional, and rarely with the same clinician twice.

But continuity of care is what separates effective primary care from one-off telehealth encounters. When patients know they’ll see the same provider every time, trust develops naturally. That trust makes it easier for patients to open up about concerns, stick to care plans, and stay consistent with preventive visits.

Over time, a provider who sees a patient regularly develops a deeper understanding of their goals and health patterns. That familiarity leads to more personalized guidance and stronger outcomes. Continuity turns virtual care from a convenience into an ongoing relationship.

Advanced primary care models have solved the continuity challenge. Today, patients can choose their provider when booking an appointment and continue seeing that same clinician for both acute needs and ongoing primary care. This creates a trusted relationship, just like traditional in-person care, but with added flexibility.

When done well, virtual primary care delivers a complete range of services: preventive and primary care, urgent support, wellness visits, chronic condition management, medication guidance, mental health support, and lab coordination. Patients don’t sacrifice anything by choosing virtual care. In many cases, they gain more control and a better experience overall.

A hybrid model that puts patients first

Virtual primary care isn’t a passing trend. By blending convenience, continuity, and high-quality clinical support, it’s reshaping how people experience health care and how employers deliver meaningful value.

I believe the future lies in a true hybrid model, where patients can move seamlessly between in-person and virtual visits while staying connected to the same trusted provider during and even between their care visits. Meeting the patient where they are in all respects, that’s how we drive better outcomes, higher satisfaction, and lower costs for everyone involved.

As health care costs continue to rise, virtual primary care will become a cornerstone of employer health strategies. Employers want solutions that improve access and outcomes, while also demonstrating measurable ROI. Virtual primary care delivers exactly that balance.

Nirav Vakharia, MD, serves as Chief Operating Officer and is responsible for the clinical strategy development and management of Marathon Health’s population health model of care. In his role, he oversees both operations and clinical leadership. Previously, he served as Marathon's Chief Health Officer. In addition to being a practicing primary care physician, he brings a wealth of experience in value-based care, quality and safety improvement, practice management, and innovative clinical program design.