The Telehealth Playbook: Scaling Virtual Care for Success

Healthcare has historically been a localized industry, but telehealth is shifting that dynamic. Patients are no longer limited to providers in their immediate area—they’re searching nationally for the best care.

The rapid evolution of telehealth has reshaped how we think about access to care. What was once an alternative is now an expectation. But scaling virtual care isn’t just about technology—it requires a careful balance of technical infrastructure, policy acumen, and human factors.

I recently sat down with Patrick Cunningham, Founder and Principal of Re-Architect Health, to discuss the lessons learned from building and scaling virtual care models, including his work in developing Onduo, a virtual diabetes clinic.

In my work with health technology companies, successfully implementing and marketing telehealth options is an important area of growth in need of the right strategies and expertise. With that lens in mind, here are valuable insights from our conversation on ways healthcare leaders can scale telehealth more effectively.

Telehealth Isn’t Just a Tech Solution—It’s a Healthcare Solution

One of the biggest mistakes organizations make when integrating telehealth is treating it as just another digital tool. Patrick emphasized that successful virtual care models integrate technology with clinical expertise to create a seamless, patient-centered experience.

“Telehealth, as we saw during the early days of the pandemic, is fantastic for providing better access to care,” he explained. “But it’s not just about the technology—it’s about meeting the patient where they are.”

This underscores the importance of making telehealth feel like an extension of a traditional care model rather than a separate activity. If we want patients to adopt virtual care, we have to ensure it’s woven into their overall healthcare experience, making it as intuitive for providers as it is for those seeking care.

Addressing Infrastructure is Non-Negotiable

The most effective virtual care organizations go beyond the software to ensure their legal, financial, operational, and technical infrastructures are rock solid.

Patrick stressed that before launching or expanding telehealth services, organizations need to ask:

• Are we aligned with current telehealth policies and reimbursement structures?

• Do we have the right partnerships in place (e.g., health systems, payers, or employers)?

• How do we ensure continuity of care between virtual and in-person visits?

Scaling telehealth successfully means thinking holistically and asking tough questions upfront about the entire patient journey. If there isn’t a strong foundation, even the best digital solutions will struggle to gain traction.

Consumers Expect More—And They’re Willing to Look Beyond Local Options

Healthcare has historically been a localized industry, but telehealth is shifting that dynamic. Patients are no longer limited to providers in their immediate area—they’re searching nationally for the best care.

“We’re not going to go back to waiting six, nine, twelve months for a provider visit,” Patrick noted. “We’re going to look at what’s available online and say, ‘I’m not constrained by geography—I’m going to find the best expert for my condition.’”

This reinforces what’s happening across the industry—patients are becoming savvy healthcare consumers, expecting convenience and choice. For organizations looking to grow their telehealth services, it’s critical to think beyond local markets and position themselves as go-to experts on a regional or national scale.

Hybrid Care Models Are the Future

While virtual-first care is growing, it’s not the end-all-be-all. Patrick believes the future of healthcare is hybrid—blending in-person and virtual touchpoints based on patient needs and the capabilities of new technologies such as continuous glucose monitors (CGMs) for diabetes or connected blood pressure cuffs for hypertension.

“Healthcare is a team sport,” he said. “Telehealth and hybrid care models work best when they integrate with existing healthcare systems, payers, and policymakers.”

I couldn’t agree more. The best care models don’t force an all-or-nothing approach; they offer flexibility. As we design and market virtual care offerings, we have to consider how telehealth integrates with in-person visits to create a truly seamless patient experience.

Clear Communication is Essential for Adoption

Even the most well-designed telehealth solutions won’t gain traction without a clear value proposition. Patrick highlighted that successful virtual care companies invest in patient and provider education, making it easy to understand:

• When and why to use telehealth

• How telehealth fits into the broader care journey

• What makes their virtual care experience unique

This is where marketing plays a critical role. If we want telehealth adoption to grow, we need to invest in clear, compelling messaging that educates both patients and providers. It’s not just about telling them telehealth exists—it’s about showing them why it’s valuable and how it improves their healthcare experience.

The Bottom Line for Scaling Virtual Care

Telehealth has unlocked incredible opportunities to expand access to care, but scaling successfully requires more than just a platform. It demands a strategic approach that integrates technology, infrastructure, and consumer expectations into a seamless experience.

As Patrick put it, “The organizations that succeed in telehealth aren’t just adding virtual visits—they’re rethinking care delivery from the ground up.”

For healthcare leaders looking to scale telehealth, the playbook is clear: Build for more than just technology. Focus on the patient, care team, infrastructure, and integration to build and scale virtual care models that work.