When Priority Health launched its premier virtual-first plan at the end of 2020, Carrie Kincaid, vice president of individual markets, said she expected maybe 3,000 individuals to enroll in the plan. Instead, the number of people signing up reached 5,000.
“I definitely think that this feels like an entirely new product and a new way of doing insurance,” Kincaid said. “It feels like it’s meeting a need that is evolving and hasn’t been met before, and it feels like something that will meet a need that will likely continue to grow as future times continue.”
Over the past few years, an increasing number of regional insurers have launched virtual-first plans for the first time, mimicking the moves of insure tech startups like Oscar Health and requiring individuals to consult with a primary care doctor virtually before they come in for an in-person visit. These plans often do not require consumers