The Rise of Direct-to-Consumer Telemedicine Services in Australia: Implications for Primary Care and Future Research

The COVID-19 pandemic has accelerated the adoption of telehealth in Australia, leading to a significant rise in direct-to-consumer (DTC) telemedicine services. These services, which operate outside the Medicare system, offer virtual consultations and targeted treatment pathways for various health issues. While they provide increased access to healthcare, especially in remote areas, concerns about quality, safety, and care fragmentation persist. The commercial nature of these services raises questions about prioritizing profits over patient care. Despite criticisms, DTC telemedicine has shown potential for positive patient outcomes and continuity of care. However, the lack of comprehensive data and research in the Australian context limits understanding. Future research is needed to explore the integration of DTC telemedicine with traditional primary care, aiming to enhance the healthcare system through strategic collaborations.