Empowering Primary Care Through Marketplace Thinking: Key Insights and Lessons from Elation Health CEO Kyna Fong
Primary care is the foundation of an effective healthcare system—but too often, the technology supporting it feels disjointed and transactional. Elation Health, a clinical-first electronic health record (EHR) and health tech platform, is taking a different approach.
Founded by Kyna Fong and Conan Fong, Elation was built to serve the unique needs of independent primary care practices. Over time, it has grown into a powerful multi-sided platform by focusing on two key pillars: (1) a robust, API-first clinical infrastructure and (2) a growing marketplace of partner integrations. Today, Elation supports tens of thousands of clinicians and patients with tools that reduce administrative burden, improve outcomes, and amplify the value of the primary care experience.
“We recognize that an ecosystem thrives on diversity. Our goal is to ensure every solution in our marketplace drives value for primary care clinicians—whether it’s ours or a partner’s.”
In this exclusive interview, Kyna Fong shares how Elation’s Partner Hub is creating network effects within primary care, and how platform strategy is helping Elation deliver even greater value to its customers and partners.
For the full interview and insights from other platform business CEOs, check out the 2025 State of Healthcare Platforms Report.
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Key Insights from Kyna Fong, Co-Founder and CEO of Elation Health
Elation Health’s marketplace emerged from an API-first mindset that prioritized provider experience and efficiency.
“Elation exists to enable primary care to own its powerful role in building a sustainable healthcare system. From the outset, we invested heavily in our APIs to ensure seamless interoperability between Elation and other technologies, eliminating redundant documentation for our providers.
As API adoption grew organically—both among customers and third-party developers—it became clear that a structured marketplace could amplify this momentum. The launch of our Partner Hub formalized this vision, offering trusted, integrated solutions that allow clinicians to tailor their Elation experience, optimize workflows, and enhance patient care. This was a natural next step in our commitment to being the platform for primary care success.”
Elation’s marketplace advantages its core EMR business by building trust and deepening engagement.
“The Partner Hub has strengthened our position as a trusted advisor to primary care clinicians. By curating high-value partners, we help providers navigate critical challenges—whether it's unlocking new revenue streams (e.g., RPM, CCM, behavioral screening) or streamlining administrative workflows.
This not only enhances customer satisfaction but also deepens engagement with our platform. We've received enthusiastic feedback following the announcement of key early partnerships, reinforcing our role in helping clinicians operate efficiently and sustainably. The more we help our customers succeed as businesses, the more we strengthen Elation’s role as a valued partner.”
A strong marketplace must balance the interests of all stakeholders, emphasizing diversity and serving the clinicians.
“We aim to empower our customers to choose the most effective solutions for their needs. When we do build a solution that overlaps with partner offerings, we embrace the challenge of demonstrating superior value.”
“We recognize that an ecosystem thrives on diversity. Our goal is to ensure every solution in our marketplace drives value for primary care clinicians—whether it's ours or a partner's.”
The most valuable resource in building a marketplace is the customer.
“Our most valuable resource is our customers—they provide direct insight into emerging trends and opportunities for high-impact partnerships. Beyond that, our alliances with leading primary care organizations (such as the AAFP) help shape our approach to supporting independent clinicians. Our partnerships team also draws inspiration from marketplace dynamics in other industries, identifying best practices that can elevate the Elation experience.”
The growth of the marketplace has exceeded expectations on all fronts.
“As of last month, we’re processing 90 million API calls per month, with 99% of our customers leveraging at least one partner solution. We also aim to set a new bar for API developer friendliness—we have partners who go live within a single day.
Most importantly, the Partner Hub has fostered trust and transparency in third-party integrations for our community, enabling providers to confidently adopt solutions that enhance their workflows. Our early-adopting partners have seen significant traction, benefiting from increased exposure and a clear articulation of their value proposition within the Elation ecosystem.”
