WHITE PAPER

Beyond legacy care:
How safe medical AI is reshaping the front door for health plans

The front door to healthcare is shifting, especially amid the rapid adoption of AI for health information. Eight out of ten Americans turn to search engines or general-purpose LLMs at least once a month for medical questions, despite the high risk of unsafe or potentially harmful responses.

Driving forces behind this shift, including physician shortages and legacy care models that deliver fragmented patient experiences, underscore the critical role of payers in modernizing access. If AI is shaping how members seek care, it must be safe, governed, and clinically accountable.

This white paper examines

  • Limitations of legacy care models
  • External factors driving the adoption of healthcare AI
  • Considerations for adopting medical AI to improve access
  • Defining the path to a modern, AI-native front door to care

Download now
Member testimonials

Supporting members through their health journey

Request a demo

During a holiday, I ran out of medication unexpectedly and my usual PCP was closed. Counsel responded to my request and had my prescription written within minutes!

Male, 18–29 years old

Dr. Rishi took the time to explain the reasons behind my symptoms and the possible treatments. There was so much reassurance.

Female, 18–29 years old

Counsel is a lifesaver. I start a new chat every time I’m unsure of what to do, and I get instant answers with extremely helpful advice!

Female, 30–39 years old

Thanks for your help! I received great support and feel like I'm headed in the right direction. Counsel also helped me book an in-person appointment without any issues.

Male, 30–39 years old

Dr. Whitehead helped me feel more reassured in an hour than a primary care doctor and a cardiologist have made me feel in months. So thank you for this, you have no idea how much that means.

Female, 40–49 years old

Thank you for the support and to the physicians! I’ve been trying for weeks to find an in-person provider who can help me based on my individual needs and Counsel helped me right away.

Female, 40–49 years old

Counsel has been extremely helpful. I’m not able to discuss medical concerns like this with any of my in-person doctors!

Male, 70–79 years old