Former Google, Uber execs aim to give the physician's office an 'Apple store makeover' with new healthcare start-up

Google veteran Adrian Aoun and former Uber executive Ilya Abyzov co-founded Forward in 2016. The new start-up company aims to deliver high-quality — and high-tech — healthcare, reports Fast Company.

San Francisco-based Forward offers "direct primary care" services, a model that ditches of a fee-for-service payment plans and doesn't accept insurance, instead having patients pay a flat rate of $149 a month for their healthcare needs. The theory behind the model is that physicians can pay more attention to their patients without worrying about so many administrative tasks.

Mr. Aoun hopes to bring a high-tech flair to his direct primary care system, describing Forward's San Francisco facility as a "doctor's office that looks more like an Apple Store," according to the report. The startup offers members standard medical services, along with genetic screening tests, body scanners, wearable sensors, artificial intelligence software, and a homegrown electronic medical record system, reports Fast Company.

Forward's patients can also receive labs, travel vaccines and ultrasounds — X-ray services will be available in the near future.

Mr. Aoun expects Forward's monthly rate to decrease as the startup expands its customer base. For now, the company is offering some free memberships to individuals who can't afford the fees, according to the report.

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