Telehealth Marketplace - The Good, the Bad, the Ugly

Telehealth Marketplace - The Good, the Bad, the Ugly

11 Jan 2022
5 min
healthcare provider performing a telehealth consultation

Telehealth marketplace has been around for quite some time but was never in demand until shortly after the surge of COVID-19. It emerged as a crucial element in the digital healthcare landscape, connecting patients with healthcare providers through virtual platforms. And it ensured the continuity of many medical professionals' practice during trying times.

As we see a continued growth trajectory for the telehealth marketplace after the pandemic has eased, exploring this domain's potential is a must. In this article, we'll delve into everything modern practitioners need to know about the telehealth marketplace. From telehealth market research to Medicare’s covered telehealth marketplace services, we'll look it up so you won't have to.

An Overview of Telehealth Marketplace

A telehealth marketplace is an online platform that facilitates telemedicine services, allowing patients to access healthcare services remotely. It can serve as an intermediary between practitioners and patients.

Along with the rise of many telehealth solutions, the sudden increased demand for eHealth telehealth in the past few years elevated the telehealth market size. Here are some notable telehealth market report on the telemedicine and e-Health industry.

From these numbers, guess how many telehealth companies are there? As of 2023 and in the US alone, there are 1,387 telehealth services businesses. This explosive telehealth market growth will extend further as technology advances, internet penetration increases, and the digital healthcare infrastructure improves. These figures alone answer the question of why telehealth is important.

Further Reading:

The Good: Advantages of Telehealth Marketplace

Telehealth marketplaces have ushered in a new era of healthcare delivery, offering numerous advantages over traditional in-person visits. Here are the best components of the eHealth marketplace.

  1. Accessibility and Convenience - Telehealth services break down geographical barriers, making healthcare accessible to patients residing in remote areas. Patients can now consult specialists without the need to travel long distances, saving time and money.
  2. Cost-Effectiveness - Telehealth visits are generally more cost-effective than in-person appointments. Patients save on transportation expenses, and healthcare providers can optimize their resources, reducing administrative costs.
  3. Improved Patient Engagement - Telehealth platforms encourage active patient participation in managing their health. Patients have easier access to medical records, test results, and personalized treatment plans, fostering a sense of empowerment and involvement in their healthcare journey.
  4. Expansion of Healthcare Access to Remote Areas - Telehealth services are instrumental in reaching underserved populations, including those in rural or remote regions with limited access to healthcare facilities.
  5. Increased Revenue and Practice Growth - For healthcare providers, telehealth marketplaces present an opportunity to expand their patient base, attract new clientele, and increase revenue streams.
  6. Integration of Technology and Digital Health Tools - Telehealth platforms often incorporate advanced digital health tools, such as remote patient monitoring software and mobile health apps, which enhance patient care and disease management.

The Bad: Challenges and Limitations of Telehealth Marketplace

Despite the numerous advantages, telehealth marketplaces face a few challenges that need to be addressed. Otherwise, it can hinder sustainable growth and equitable healthcare delivery.

  1. Legal and Regulatory Barriers - Telehealth services are subject to complex legal and regulatory frameworks, varying across different regions and countries. Navigating these regulations can be challenging for healthcare providers and telehealth companies.
  2. Privacy and Security Concerns - With the exchange of sensitive medical information over digital platforms, ensuring data privacy and cybersecurity is of utmost importance.
  3. Limited Physical Examination Capabilities - Telehealth services are not suitable for all medical conditions, as they cannot conduct a comprehensive physical examination, which might be necessary for some diagnoses.
  4. Potential Misdiagnosis and Overreliance on Technology - Healthcare providers must exercise caution in diagnosing patients solely based on virtual consultations, as it may lead to misdiagnosis or overlooking crucial physical symptoms.
  5. Challenges in Negotiating Rates with Telehealth Marketplace- Some healthcare providers find it challenging to negotiate fair reimbursement rates with telehealth marketplace, affecting their revenue streams.
  6.  Lower Reimbursement from Insurance Companies - Insurance companies may provide lower reimbursement rates for telehealth services compared to in-person visits, posing financial challenges for healthcare providers.

The Ugly: The Dark Side of Telehealth Marketplace

As with any rapidly growing industry, telehealth marketplaces have encountered certain negative aspects that need handling to ensure ethical and responsible use of these platforms.

  1. Complex/Unreasonable Terms - Contractual requirements can sometimes create confusion and challenges for healthcare practitioners. You might find some regulations unfair, thus impeding the smooth operation of telehealth services and potentially resulting in disputes or disagreements. Practitioners must be cautious of these terms and conditions before agreeing to a contract to avoid any inconveniences or potential legal liabilities in the long run.
  2. Erosion of the Patient-Doctor Relationship - In virtual consultations, the personal touch and human connection between patients and healthcare providers may diminish, impacting the patient-doctor relationship.
  3. Healthcare Disparities Amplification - While telehealth aims to bridge gaps in healthcare access, it can inadvertently amplify existing disparities if not implemented with an equity-focused approach.

Telehealth Marketplaces Costs and Financial Considerations

Understanding the costs associated with telehealth services is crucial for patients and healthcare providers. Telehealth solutions and marketplace may employ various pricing models that can impact practitioners' earnings, affecting fees patients pay.

Typically, telehealth solutions employ subscription-based plans or white-labeling models. Meanwhile, the telehealth marketplace may use one of these models in their pricing: subscription-based model, pay-per-visit model, transaction-based model, flat monthly fee, or custom pricing.

Apart from pricing models, other factors may also affect telehealth service costs. These factors can include the complexity of medical issues, duration of the consultation, and technology usage.

Telehealth Services Covered by Medicare

One of the ways providers won't have to experience the bad or ugly side of the telehealth marketplace is by understanding healthcare insurance coverage for telehealth services. It's crucial because this can potentially cause issues and discrepancies in the practitioners' earnings. 

The terms and coverage could vary from one insurance provider to the other. Practitioners might need to check these rules prior to virtual consultations. But in the US, Medicare is one of the most widely used medical insurance. So, is telehealth covered by Medicare?

The answer is yes. Medicare is part of the first ones to cover telehealth benefits. Let's discuss what telehealth services are covered by Medicare.

Overview of Medicare Telehealth Coverage

Medicare offers coverage for certain telehealth services for the majority of their plans, enabling beneficiaries to receive healthcare remotely. As of 2023, Medicare covers over 200 telehealth services. Shown below are the first 10 from the list.

See the full list of Medicare-covered telehealth services for telehealth marketplace here: source:

Important:  Note that these details are subject to changes; we recommend you check the Medicare website periodically to keep updated.

Aside from understanding the telemedicine services covered by insurance providers, familiarizing with the CPT codes is another priority. There are multiple codes whose usage depends on the medical cases. For example, the 95 telehealth modifier is used for synchronous telemedicine service provided via a real-time audio and video telehealth system.

Further Reading:

Upvio: The Ultimate Platform for Solo Practitioners and Telehealth Marketplace

When it comes to solo practice or telehealth marketplace, there's not one medium better than the other. It all boils down to a practitioner's preference and the tools they use to deliver their practice better.

The telehealth marketplace has helped many practitioners connect with patients and find new revenue streams. But since it is an intermediary service provider, some practitioners might find restrictions and limiting terms. In solo practice, practitioners have complete control over their services, but it comes with its own set of potential drawbacks.

The only way to navigate these challenges efficiently is by using an ideal Practice Management Solution, much like Upvio. You only need one platform to support and scale any type of healthcare service model while ensuring the best experience for providers and patients. Try Upvio, the Practice Management Platform for solo practitioners and the telehealth marketplace alike.


The telehealth marketplace is one of the quickest routes for practitioners to incorporate telemedicine services into practice. It is accessible, cost-effective, and facilitates better engagement between patients and providers. But this business model might not be suitable for everyone. 

Practitioners looking to be more independent shouldn't be afraid to steer into the telemedicine world. With a Practice Management software like Upvio, you have a suite of tools that empower you to take control over your practice.

In parallel, for telehealth marketplace looking to up the ante, consider upgrading to a beast mode solution. Upvio's cutting-edge technology can redefine hybrid, virtual, and remote care while enhancing the patient-provider experience. Get started with a free trial, or request a demo now.


How much does telehealth cost?

Telehealth costs vary depending on the platform, service, and insurance coverage. Some platforms offer subscription plans, while others charge per visit.

Why is telehealth important?

Telehealth is essential for expanding healthcare access, especially to underserved populations residing in remote areas. It breaks down geographical barriers and enables patients to consult with healthcare professionals from the comfort of their homes, reducing the need for unnecessary travel and associated expenses.

Additionally, telehealth services promote early intervention and proactive healthcare management, leading to better health outcomes and reduced healthcare costs in the long run.

Why is telehealth good? 

Telehealth offers several advantages that make it a valuable addition to the healthcare system. It improves access to medical services, especially for individuals with mobility issues or limited access to healthcare facilities. Moreover, telehealth platforms enable patients to maintain regular contact with healthcare providers, leading to better monitoring of chronic conditions and timely interventions. 

Telehealth also enhances communication and collaboration among healthcare professionals, leading to more comprehensive and coordinated care for patients. These sum up the reasons why telehealth is good.

Who uses telehealth the most? 

Telehealth services have gained popularity among various demographics. While patients of all ages use telehealth, it is particularly popular among millennials and younger generations who are more tech-savvy and comfortable with virtual interactions. Moreover, individuals with chronic conditions or mobility challenges often rely on telehealth to manage their healthcare needs conveniently.

How much are telehealth visits? 

The cost of telehealth visits can vary based on several factors, including the healthcare provider's pricing structure, the complexity of the medical issue, and the duration of the consultation. Some telehealth platforms offer subscription plans or bundled services, while others charge per visit. Additionally, insurance coverage can influence the out-of-pocket cost for patients.

How to use telehealth on iPhone? 

Using telehealth services on an iPhone is relatively straightforward. Patients can download a telehealth app from the App Store, register or log in to their account, and schedule a virtual appointment with a healthcare provider. During the appointment, the iPhone's camera and microphone facilitate video and audio communication with the healthcare professional, ensuring a seamless virtual consultation.

How to market telehealth services? 

To successfully market telehealth services, a well-defined telehealth marketing strategy is crucial. Utilize a combination of online platforms and social media to create a strong online presence, produce engaging content highlighting the benefits of telehealth, and implement targeted advertising campaigns using relevant keywords. Regularly monitor and analyze your marketing efforts to refine your strategy and effectively reach your target audience.

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