In healthcare, the starting point of a patient’s journey was once clear: a clinic visit, a primary care physician, or a referral within a trusted network. But that front door has moved, and increasingly, it’s not one that traditional providers control. Patients can now enter through retail memberships, branded pharmaceutical platforms, or seamless digital experiences that meet them at moments of curiosity or need.

It’s becoming a familiar headline. A major hospital system like Scripps Health or Hartford HealthCare announces it’s ending its contract with an insurer. Or a payer like Anthem or Cigna warns members that a local hospital will soon be out of network. What used to be rare has become routine. Contract disputes between providers and insurers are now a defining feature of today’s healthcare landscape.

Few modern therapies have reshaped both healthcare and consumer behavior as profoundly as GLP-1 receptor agonists. Originally developed for type 2 diabetes, these injectable medications have become cultural and clinical touchstones thanks to their profound impact on weight loss and metabolic health; and are signaling even broader possibilities ahead.