The research showed consumers want [these] things: 1. They want secure messaging or an e-visit. It could be e-mail or a video. They don't want to have to go to the office. They want to talk to the physician when they want to talk to them -- maybe not always in real time. That starts an ongoing conversation where both the physician knows what's going on and the patient has responsibility.

2. The consumers told us they want timely access online to things like lab results and other tests so they're not waiting for that. So it's not one or the other. It's that partnership between a primary care physician using technology to enable that relationship.

Kennedy: What you have to do is provide a tool that the patient can use as well as the physician to make that teamwork more effective and make that application available to the patient so they can take advantage of it for the 99% of the time they're not in the doctor's office.

What's the greatest challenge going forward?

Fasano: The broader industry, because it's not connected or integrated, really has an issue with how it gets paid. We pay for care. As long as the industry pays for care, you're going to get care. Until we think progressively about how to incent physicians' groups and hospitals around health ... to incent people to [live] healthier lives so that care won't be needed is a real mountain to climb in this industry. The broader industry focuses on the fact that you need to have care provided, so come into my office or let me put you into the hospital. Both of those events cost money these days. I'd prefer it where you don't need to come into my office and I can get paid for an e-visit. What innovation that would be in this industry.