A new crop of healthcare startups are trying to shake up the $260 billion primary care market.

It’s an industry that’s ripe for disruption, according to Canaccord Genuity healthcare analyst Richard Close.

Studies have shown the value of primary care through lower healthcare spending and improved health outcomes. But there has been an underinvestment in primary care in the U.S. compared to other developed countries and there is a shortage of primary care providers, Close wrote in an analyst report examining the primary care industry.

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