Telehealth has become all the rage following the Covid-19 pandemic, with about 17% of appointments going virtual, up from 1% in February 2020.

But some startups and investors are still betting on in-person care.

Take knownwell, a Massachusetts-based weight-inclusive hybrid primary care company that started serving patients in March 2023. Brooke Boyarsky Pratt, a co-founder and CEO of the company, created the startup in response to her own challenges finding a provider as a patient with obesity.

But despite the craze for telemedicine, the founders, Boyarsky Pratt and Angela Fitch, opted to build a hybrid model with clinics for face-to-face appointments, betting on the value of in-person healthcare. The company currently operates physical clinics in three states and sees patients virtually across New England, Texas, and Minnesota.

“We felt strongly that to build a longitudinal connection with patients, it was important to be convenient, which is hard to do if you’re only in person,” Boyarsky Pratt told Healthcare Brew. “But it was also important that there were parts of really that relationship between a clinician and a patient that are just difficult to do virtually.”

Keep reading here.—CM

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Welcome to August’s On Rotation (formerly known as Movers & Shakers)!

We keep our fingers on the pulse of who’s moving where in the healthcare world, from small startups bringing in new leadership to big orgs trading seasoned execs. Each month we highlight some of the major job changes in the healthcare sector.

Here’s a noncomprehensive roundup of the past month’s career shifts.

Have a job announcement to share? Drop Caroline or Cassie an email at [email protected] or [email protected].

Sean Baptiste: Jacksonville, Florida-based Nemours Children’s Health hired Baptiste for the newly created position of chief people officer on August 1.

Blaise Coleman: Malvern, Pennsylvania-based Endo International announced Coleman would be leaving his position as CEO effective August 29, four months after the company emerged from Chapter 11 bankruptcy. Scott Hirsch, former CEO of Solta Medical, is taking over until a permanent replacement is found.

Rexanne Domico: Sunrise, Florida-based home healthcare provider Interim HealthCare named Domico as president and COO on August 20. She previously served as CEO of HomeFree pharmacy services.

Keep reading here.—CC

Novo Nordisk has a problem most advertisers would kill for.

Its prescription drug, Ozempic, has become something of a cultural shorthand for all types of weight-loss medication, specifically the new class of semaglutide GLP-1 drugs that have the potential to dramatically curb obesity in the US. The problem? Ozempic is only approved by the FDA to treat patients with Type 2 diabetes, whereas a different Novo Nordisk semaglutide drug, Wegovy, is approved to treat weight management.

“[Wegovy] came out second, so Ozempic became kind of the household name,” Sylvia Shubert, US therapeutic area head for obesity in commercial strategy and marketing, Novo Nordisk, told Marketing Brew. “We’re spending a lot of time, education, and effort to distinguish the two.”

Keep reading on Marketing Brew.—RB