Blue Cross Blue Shield of Massachusetts Adds Virtual-First Primary Care Option

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As various areas of the United States struggle with a physician shortage, companies are looking for new ways to solve the issue. As the healthcare industry continues to embrace digital transformation, this often means looking for modern solutions to these problems.

In an effort to combat the state’s shortage of primary care physicians, Blue Cross Blue Shield of Massachusetts is offering its members a virtual-first primary care option for the first time in its history.¹ This option will make it easier for members to find timely access to HCPs.

The option is being made available through CloseKnit, a service that provides both in-person and virtual care.

In a press release, Blue Cross’ vice president of medical operations Dr. Ashley Yeats said, “Primary care is the foundation of good health. Not only can virtual primary care help alleviate the physician shortage, but it gives our members access to more care options and can improve their overall experience."

CloseKnit’s CEO Mary Jane Favazza said in the same press release, “It's exciting to bring CloseKnit to Massachusetts. Care is personal. We want our patients to feel how much we care about them from the start and understand that our goal is to provide the care they need, when and where they need it."

Lisa Glenn, vice president of network partnerships and innovation at Blue Cross, added, “We understand how difficult it is for our members to access high-quality, affordable primary care. Our focus is on building a network of providers that can support our members now and navigate members to the care they need when they need it."

This is Blue Cross’ latest virtual care option offered in the state. In February, the insurance provider announced that reached an agreement with Visana Health to provide women with virtual care through all life stages, including family planning options.²

In a press release issued at the time, Blue Cross’ clinical director of reproductive health and gender affirming services Dr. Monica Ruehli said, “It's important that women have access to the services they need to take charge of their own health and well-being. Adding more options like Visana Health ensures we can show up for our members and better support women throughout their health journeys."

Visana Health’s chief medical officer Barbary Levy added, “Women's health includes high-cost, complex conditions. Yet, many women's health conditions remain overlooked, and there is a critical lack of services to support women in these stages of their healthcare journey. Visana Health and Blue Cross have a shared mission to ensure that women are heard, helped and supported at all stages of their health."

In related news, Blue Cross Blue Shield of Massachusetts announced in March of this year that it had received NCQA health equity accreditation.³ In a press release issued at the time, the company’s CEO Sarah Iselin said, “This accreditation is a testament to our team's long-standing efforts to show up for our members and work collaboratively with our partners to eliminate inequities in care. We know that change can't be made overnight, and we remain committed to driving meaningful, measurable impact that moves us closer to a more equitable health system."

Sources

1. Blue Cross Blue Shield of Massachusetts Adds New Virtual-First Primary Care Option. Blue Cross Blue Shield of Massachusetts. May 8, 2025. https://www.prnewswire.com/news-releases/blue-cross-blue-shield-of-massachusetts-adds-new-virtual-first-primary-care-option-302449014.html
2. Blue Cross Blue Shield of Massachusetts Adds New Virtual Care Option to Support Women’s Health. Blue Cross Blue Shield of Massachusetts. February 6, 2025. Accessed May 8, 2025. https://www.prnewswire.com/news-releases/blue-cross-blue-shield-of-massachusetts-adds-new-virtual-care-option-to-support-womens-health-302369491.html
3. Blue Cross Blue Shield of Massachusetts Receives NCQA Health Equity Accreditation. Blue Cross Blue Shield of Massachusetts. March 11, 2025. Accessed May 8, 2025. https://www.prnewswire.com/news-releases/blue-cross-blue-shield-of-massachusetts-receives-ncqa-health-equity-accreditation-302397417.html