Forbes December 4, 2025
My mentor Clayton Christensen taught us that disruptors win by being cheaper. They enter at the bottom of the market with “good enough” alternatives that cost less, then gradually move upmarket, like Toyota’s economy cars eventually led to the Lexus. Yet urgent care is disrupting American healthcare even while charging somewhat more than a traditional primary care visit, and the strategy is working brilliantly.
To understand the trend more deeply, I interviewed Dr. Andrea Giamalva, who spent over a decade as a family medicine physician before becoming Chief Medical Officer at the urgent care IT company Experity. The transition gave her a unique vantage point on one of healthcare’s most paradoxical disruptions: urgent care typically costs slightly more than a...
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