Category Archives: Launch

Crossover Health: Welcome to Next Generation Health Care!

Crossover Health Launches New Model of Primary Care in South Orange County
Innovative membership service delivers Urgent, Primary, and Online Care

Aliso Viejo, CA (PRWEB) October 1, 2010

Crossover Health Medical Group announced today the launch of their flagship membership-based, primary care practice in Aliso Viejo, California. The new clinic will offer urgent, primary, and online care services directly to individual members, families, and employer groups. Membership based health care is a new health care finance and delivery innovation that has gained widespread popularity as the cost of health insurance and ongoing service deficiencies have plagued the current health care delivery system. The Crossover membership model decouples health care from health insurance, and allows individuals and organizations to purchase primary care directly from health care providers who offer increased access, enhanced services, and an exceptional service experience.

“The membership-based practice model allows Crossover Health to fundamentally change the way health care is practiced, delivered, and experienced,” according to Chief Executive Officer Scott Shreeve, MD. “Crossover has been specifically designed to restore and enhance the patient-physician relationship, increase access and convenience, reduce the cost of health care, and deliver an unprecedented patient experience.” The membership fee pays for access to the technology enabled practice and wellness services, as well as affordable prices for office visits, specialty consultations, and ongoing health management followups. A health concierge is assigned to each member to assist in overseeing follow-ups, proactive health maintenance, and care coordination. Crossover also provides health advisory services to guide patients in financial decisions related to the management of their health.

Crossover Health introduces two key innovations to the membership model. First, Crossover members have direct access to their physician via Crossover’s unique online, anytime, from anywhere technology platform that includes options for email, text, and video chat consultations. Second, the technology also enables a direct financial, administrative, and clinical relationship between the patient and their personal physician and the extended Crossover care team of medical specialists, diagnostic testing centers, and other licensed professionals. This inherent connectivity enables the creation of the Crossover Health Network™, a network of specialist providers who commit to deliver to a specific service level, make their prices transparent to members, and communicate on a common platform. The result is a simple, efficient, and affordable care experience.

“Many people, including employers, are surprised to find out how affordable exceptional health care can be when purchased directly from the physician,” said Chief Medical Officer Richard Patragnoni, MD. “Members can typically save a significant amount of money while enjoying a broader range and higher quality of personalized service to meet individual, family, or corporate health needs.” Crossover offers a variety of individual and corporate memberships that provide essential primary and preventive care services as well as targeted wellness programs like medical weight loss, executive health programs, health portfolio management, and virtual clinics.

Crossover Health memberships appeal to individuals looking to establish a personal relationship with a physician, families whose care requires a higher service level, and busy professionals who need flexible access to their physician. Membership care is particularly attractive to employers facing annual double digit health care cost increases. Employers using this model have consistently shown significant reduction in inappropriate utilization, dramatic improvements in satisfaction, and cost savings of up to 50% when bundled with lower premium insurance plans. Crossover Health is currently accepting new members throughout the Orange County area.



Filed under Change Agents, Crossover, Design, Direct Practice, Entrepreneurship, Innovation, Launch, Medical Home, Membership, Primary Care, Quality, Value

Day 40 through Day 5: Its all a blur

Blur (blûr) v.

  1. To make indistinct and hazy in outline or appearance; obscure.
  2. To smear or stain; smudge.
  3. To lessen the perception of

As those who follow this blog know, we have been counting down from the 90 day mark toward our grand opening. The actual countdown has been expanded by the time-space continuum in that as you approach the speed of light time actually slows down.

Crossover Health Showroom feature wall and self check in area.
Crossover is all about a simple, affordable, and efficient health care experience.

However, the last 35 days have zoomed by without me providing the regular updates so here you go:

  • Finished buildout
  • Finished finish work
  • Completed cement work in Showroom
  • Build out of furniture (we did it all at Ikea!)
  • Worked out workflow issues with new software, new site, and new team
  • Build out XR room
  • Completed marketing campaign
  • Finished new website
  • Repainted extra space
  • Cleaned up, hauled out, polished up, rubbed off, and general spitshine
  • Invited friends and family to join us in Opening!

The good news is alot of it was captured on video or time lapse and I will be making some pointed comments in future posts regarding several aspects of our buildout and preparations for launch. Needless to say, it was a fabulous experience and we worked with an amazing high end retail builder – Display It – to create a space that is equal to the opportunity that we are pursuing. So take a long look . . . its all a blur to me.

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Filed under Consumerism, Crossover, Experience, Launch

A Dream Fulfilled – Crossover Health to Open Flagship Store!

Dear Friends and Family,

As you know, we are thrilled to announce the opening of our flagship Crossover Health store in Aliso Viejo, CA later this Saturday. We are hosting a Grand Opening Reception on September 25, 2010 from 5:30 to 7:30 PM at 26831 Aliso Creek Road, Suite 200. We look forward to celebrating with our friends, family, and colleagues who have helped to make this event possible. We look forward to seeing you there.

Crossover Health is a next generation health care organization that uses a membership based approach to fundamentally change the way health care is practiced, delivered, and experienced. Crossover has been specifically designed to restore and enhance the patient-physician relationship, reduce the cost of health care, increases access and convenience, and deliver an unprecedented patient experience. We look forward to sharing with you how we do this and how you can benefit from this new type of health care.

Be Direct. It is surprising how affordable, simple, and efficient health care can be when you purchase health care directly. Image used with permission from HelloHealth.

At the Open House we will showcasing our new store, demonstrating our technology platform, discussing our unique practice model, and highlighting the growing network of medical professionals, diagnostic facilities, and other referral partners who make up the Crossover Health Network™. Be one of the first to learn about and benefit from our urgent, primary, and online care services.

We look forward to welcoming you to this Saturday at the Grand Opening Reception!

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Filed under Crossover, Innovation, Launch, Medical Home

Day 47: Succinct Health Care – Is there an app for that?

Succinct (sək-sĭngkt’) adj.

  1. Characterized by clear, precise expression in few words; concise and terse.
  2. Marked by or consisting of few words that are carefully chosen

The other day I was having a conversation with our Director of Membership Experience Stephen Gaines regarding how ineffective and inadequate the current health care experience is for patients.  As our conversation wound around we ended up discussing some principles from Stephen R. Covey’s book, “The Seven Habits of Highly Effective People“. I suggested that Stephen should purchase the book as it is a great read on alot of levels. Before I could even finish the conversation, Stephen had pulled out his iPhone, typed a few things into his Amazon app, and before I had finished my conversational paragraph he announced, “Cool, I just ordered it.”

It gave me pause.

I had thought he was just texting someone or taking notes but rather he was acting in real time on my suggestions right then. Since we were talking about the type of experience we want our members to have, I was struck by how seamless, how effortless, and how painless it was for Stephen to complete a transaction. I thought about the app itself how it had already obtained all of Stephen’s demographic information, his credit card, authentication; I thought about Amazon how they are organized to store, ship, and deliver the book; and I thought about the consumer experience being able to get what they want when they wanted it literally a touch of a button.

The next day Stephen sent a slight smug text that “the book just arrived” – less than 24 hours, to the right place, with the right merchandise, at the right agreed upon price, and all done in an effortless way.


Contrast that with your typical health care experience – every turn, every step, every interaction another major roadblock or transactional barrier to get through. Think about how you make an appointment, how you pay for care, how you stand in line for medications, how you wait on hold for answers, how you can’t get what you need, when you need, for a price you can understand, and a manner that is satisfying.

Where is the health care App that could make my interactions with the health system this smooth? What organization or entity is removing these barriers, smoothing out the rough transactional edges, and helping people achieve a seamless, effortless, satisfying conclusion to their health care need? For a long time I have thought about how this could actually work, how you could create a “health care app” that would allow this type of experience to be possible.

Obviously health care is complex; it is confusing, it is a conundrum of the highest magnitude. While reducing this complexity to a “health care app” might not be possible, I think you can approximate this with a health care advisory service designed specifically to abstract all the complexities of health care into a single, succinct experience for individuals.

Crossover Health is attempting to replicate the transactional effortlessness of the above example through our membership programs which include a health care advisory service. Essentially, using our the HelloHealth software platform as the enabling technology, we build membership programs include member concierge services to begin to approach the smoothness and effortless of a health care app. If you want the opportunity to experience this type of care, we look forward to having you join us for impending launch of our Crossover Health flagship store in Aliso Viejo.

Simple. Succinct. Coming soon!


Filed under Advisory Services, Crossover, Experience, Launch

Day 73 – Demolition Weekend

Demolition (dĕm’ə-lĭsh’ən) n.

  1. The act or process of wrecking or destroying, especially destruction by explosives.
  2. Explosives, especially when designed or used as weapons.

We are having a blast on our march toward revolutionizing the way that medicine is practiced, delivered, and experienced. In fact, we feel so strongly about it that we are literally busting down walls, bashing in doors, breaking windows, ripping up the carpet, smashing mirrors, and throwing away all the trash of our current health care system. And this is just the build out phase:

The above is a very cool timelapse video showing Large Construction leading a team of 35 volunteers, who donated more than 150 hours, over an intense two day period to completely demolish our current 4,000 square foot space. The video was shot by Benny Ek, of BennyEk Media fame, who happens to be a very talented close personal friend. He used a two Canon G11 cameras with a special wall mount shooting every two minutes. Even cooler – it sends the images wirelessly to a shared Flickr account. Cooler still is how Benny can splice these to produce a true timelapse experience.

The store is going to be epic! Can’t wait to share some renderings soon.

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Filed under Change Agents, Crossover, Launch, Uncategorized

Day 84: Taglines for a New Business Model

Tagline (tăg’līn’) n.

  1. An ending line, as in a play or joke, that makes a point.
  2. An often repeated phrase associated with an individual, organization, or commercial product; a slogan.

An exciting opportunity as part of our opening a clinic is the ability to communicate new messaging around what it is we do. I am passionate about the membership-based primary care model as the means to bring about major reform within our current health care system. However, convincing patients of the value of the membership model takes significant work particularly at this early stage of the introduction of the model. Early pioneers like QLiance and Current Health have been successful but it has been a long, tough slog. In fact, I would argue that the core competency to effectively convince and convert patients to this new model will be the differentiator in those pursuing this model.

To that end, we have been assiduous in our approach to messaging. Our developing model is to provide excellent access through our urgent care, deliver a service experience that dazzles the patients, create an incentive to become a member of our practice, and as a member have access to a wide array of innovation communication tools that make online, anytime, and anywhere health services possibles. These capabilities got us thinking about how we should position this to the patients who are unfamiliar with our model. We came up with the following as a visual sign to the 75,000 or so cars that pass by our walls every day:

Our thinking above heavily influenced the order of wording as well. We believe that the urgent care is the draw that brings patients in, the membership based primary care is what keeps them engaged, and our enhanced capabilities help them experience the power of the new model. This wasn’t without angst as we debated if people would even understand the term online care. We reasoned that most people would not get it but it was interesting enough that we believe they will go online to our site to figure out what it is. “Online Care” is a term that is not yet owned, (American Well has promoted the term effectively), but that we could seriously influence its adoption and our pioneering of it here in OC.

We went through multiple variations of colors, sizing, and shapes but ended up with the above as a functional tagline above. We also had to decide multiple iterations of lighting, backlighting, halogen, etc. And of course, for good measure, we were hit with having to remove and repair the old signs.

For interest, a couple of other variations follow below:

Alternative Approach to Signage Project

Alternative Approach 2 to Signage Project

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Filed under Direct Practice, Launch, Uncategorized

Day 87: The New Network

The following is an excerpt I wrote to help explain to someone how the Crossover Health Concept has evolved over the last three years.

For the last three years I have been involved as a consultant in the direct practice space. I have had the privilege to work with Lemhi Ventures, companies like Current Health,  and several other “Health 2.0” startups focused on delivery of care innovations. I have met and spoken with and to people from all across the country on these topics. One of the most interesting projects I was involved with was the X PRIZE, where I helped design the framework for a $10M competition to radically alter the delivery of care. In talking to a national audience of health care innovators, it became clear to me the “medical home/direct practice” model was what was required to radically shift the payment model, which would drive delivery changes, which will ultimately impact outcomes, and lead to a great consumer experience.

For this reason, I determined to get back into the actual deliver of care. Last July, I began this process by helping a physician friend of my who recently separated from his partner. It was one of those unfortunate situations where he was left without a practice manager, without access to an electronic record, and a floundering practice. I found that I could actually help him the most on the business end while helping out with the clinical end as well. In working through the practice management issues, I ended up hiring a practice manager, implementing an EHR, remodeling the office, rebranding the clinic, and essentially retooling the entire practice for future growth. We were able to refocus and re-energize the entire practice – we doubled patient visits, the patient experience dramatically improved, and we became cash flow positive in four months. This was a team effort by a dedicated group of individuals who remained solely focused on our objectives.

While impressive, there are literally hundreds of practice management companies out there (athena helps us look like all-stars) for traditional practices. But I began to wonder, as I did when I worked in this space previously, about the opportunity to create a management company for Direct Practices. Interestingly enough, our Traditional Practice Management services have continued to flourish (three new physicians have signed on in the last six weeks), while we have simultaneously been able to build out our Direct Practice Management capabilities. I have been working closely with HelloHealth, functioning essentially as a “Practice Launch Catalyst” in getting physicians up and running on the platform. We are focused on getting 10 new practices launched in a very short time frame here in Orange County. This involves identifying physician candidates, engaging them in the project, training them on the various tools, and launching this service within their practices. It is an intense, multi-pronged effort, being done as part of a overall “surge” in a concentrated geographical area. I am fortunate that my own practice, Crossover Health, will be one of the 10 practices that launches within this time frame as well.

A natural side effect of this “OC Surge” is that we are creating a private network of physicians who are using and collaborating on a common platform. This natural network, created and enabled by the HelloHealth platform, becomes increasingly more valuable the more physicians that use it.  Crossover Health Management Services will continue to provide support and assist some of these practices after they launch as we have an array of ongoing services to help the practices be successful. We also work quite hard to get others on the platform so that the specialist, ancillary providers, and other health facilitators can also participate on the platform as well. This is actually one of the key benefits of any network, the more members and physicians that are a part of it the more valuable the network becomes. In essence, we create a natural IPA, not to the exclusion of other networks, but naturally and easily as part of self aggregation enabled by the platform. We choose to associate in this way because there is inherent value to do so – there are no contracts, no deep connections, just people collaborating in a whole new way on the platform. If the network does not provide value, then members and physicians can and should aggregate in some other way. Pretty simple concept.

I am a huge believer in the concept of membership based medicine, am a passionate advocate and tireless innovator in the space, and look forward to making an indelible impact in the local area by introducing this concept with force this summer to the OC. Given all the work ahead, it seems like an Endless Summer already!

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Filed under Entrepreneurship, Innovation, Launch