Where bricks and clicks converge

Healthcare's not in the metaverse yet—instead, everyone seems headed into omnichannel territory. Last week, virtual care company Thirty Madison announced its first brick-and-mortar location—a physical hair restoration clinic in New York City under its Keeps brand. By doing so, Thirty Madison follows in the footsteps of players like Tia and Kindbody, which evolved from virtual-only to hybrid service offerings. On the flip side, Dallas’s 12-clinic Parkland Health and Hospital System selected digital platform Current Health (recently acquired by Best Buy) to anchor its hypertension monitoring program. And somewhere in the middle of the digital-physical spectrum, omnichannel primary care provider Carbon Health launched a new healthcare partnership ecosystem called Carbon Health Connect, with California-based John Muir Health as its flagship in-person hospital system. As the industry’s digital footprint continues to grow, these moves remind us that healthcare will likely always be a “mixed reality.”

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