# The Future of Primary Care: Shifting from Transactional to Relational Models with Dr. Rushika Fernandopulle

By Adam Morrisey · Published 2024-03-05 · Updated 2026-03-19 · Healthcare on MarketScale
Canonical: https://www.marketscale.com/industries/healthcare/the-future-of-primary-care-shifting-from-transactional-to-relational-models

> Nontraditional providers are poised to reshape primary care by prioritizing deep patient relationships over quick transactions

## Key points

- Nontraditional providers are poised to reshape primary care by prioritizing deep patient relationships over quick transactions

Block Field

According to a [study](https://www.bain.com/insights/primary-care-2030/), the future of primary care in the United States could undergo a major overhaul by 2030, with nontraditional providers like advanced primary care (APC) providers, retailers, and payers expected to capture around 30% of the market. Amid a growing movement towards a more patient-centered approach to primary care, [**Dr. Rushika Fernandopulle**](https://www.linkedin.com/in/rushikaf/) is leading the charge with a model that [focuses on relationships](https://marketscale.com/industries/health/evolution-of-primary-care/) rather than transactions. But what does this new model look like, and how can it transform the current healthcare landscape?

> The future of primary care in the United States could undergo a major overhaul by 2030, with nontraditional providers like advanced primary care (APC) providers, retailers, and payers expected to capture around 30% of the market.

This question is at the heart of the latest episode of [Tuesdays With Morrisey](https://marketscale.com/shows/tuesdayswithmorrisey/), where host **Adam Morrisey** sits down with Dr. Fernandopulle to explore the future of primary care. The conversation delves into the limitations of the current system, the principles of a relationship-based model, and the challenges and opportunities in implementing such a change.

Key points of discussion include:

- The need for a shift from a transactional to a relational approach in primary care.
- The role of team-based care and technology in enhancing patient outcomes.
- Strategies for patients to advocate for better care and support the evolution of primary care.

### About the Speaker

**Dr. Rushika Fernandopulle** is a respected figure in the healthcare industry, with a background as an attending physician at the [Massachusetts General Hospital](https://www.massgeneral.org/), a faculty member at **Harvard Medical School**, and co-founder of **Iora Health**. His work has been instrumental in challenging the status quo and pushing for a more humane and effective healthcare system.

Tags: Adam Morrisey, Dr. Rushika Fernandopulle, Harvard Medical School, Iora Health, Massachusetts General Hospital, Tuesdays with Morrisey

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