Bringing Value-Based Care To Rural America


Aaron Friedkin and Katie Adams

2 min read

Aaron Friedkin, MD, is bullish on value-based care. He completely “bought into it” during nearly five years as an executive at Blue Cross Blue Shield of Michigan. Now he is bringing that enthusiasm to rural communities with Homeward Health, a primary care provider that takes on risk for its patient populations.

“You can’t just expect doctors to move these areas,” said Friedkin, Chief Business Officer at Homeward. “That’s not going to be the way you solve the problem. You have to think about how you can actually expand access in a way that is scalable and works from economic standpoint.”

As Friedkin explains in this video recorded at the 2022 Oliver Wyman Health Innovation Summit, he believes there are opportunities to bring innovative care models to rural communities. Homeward enters markets as a value-based care provider and leverages telemedicine, as well as home visits and mobile clinics. He sees other developments in the industry — like Amazon’s acquisition of One Medical — as a net positive because they drive innovation.

He offers more detail on how value-based care can move the needle in rural communities in the video below.

Editor's Note: This video was recorded while Friedken served as Chief Revenue Officer at Homeward Health. He left the company in April 2023.

To learn more contact Matthew Weinstock, Senior Editor, Health and Life Sciences.

  • Aaron Friedkin and
  • Katie Adams