Town Square Health Announces First Health Center Market
A Message from Dr. David Buchanan, CEO & Co-Founder
"When we set out to build Town Square Health, we made a promise: every decision we make — clinical, operational, and strategic — would be grounded in data, not instinct alone. That promise guided us to our first market. We are thrilled to announce that Rochester, New York will be home to Town Square Health's inaugural multi-specialty health centers, opening in September 2026.
This is not a decision we arrived at lightly. Rochester earned its place on our roadmap because the market conditions there are, quite simply, among the most favorable for value-based care anywhere in the country. We believe Rochester is the right place to prove our first-in-class Primary Care 3.0 model, improve the health of aging adults, scale our partnerships, and deliver returns for our investors."
Why Rochester? The Data Tells the Story.
Value-based care succeeds when you operate in markets where Medicare Advantage penetration is high, there is a consolidated Medicare Advantage payer marketplace, the population is aging, primary care access is strained, and community health infrastructure is receptive to collaboration. Rochester checks every one of those boxes — and then some.
Monroe County, New York — home to Rochester — has the highest Medicare Advantage enrollment rate of any major urban county in the United States. According to KFF's Medicare Advantage Enrollment data, 82% of eligible Medicare beneficiaries in Monroe County are enrolled in a Medicare Advantage plan, compared to the national average of 51-54% in other major urban areas. Rochester is not just ahead of the curve — it is the curve.
What this means practically is that the majority of our target patient population is already engaged in a care model that rewards outcomes over volume. Nationally, Medicare Advantage continues its steady march. More than 54% of all eligible Medicare beneficiaries are now enrolled in MA plans — up from just 19% in 2007 — and the Congressional Budget Office projects that share will reach 64% by 2034. Rochester is not just an ideal first market; it is a preview of where the entire country is heading.
The Opportunity We Are Entering
Choosing a high-penetration Medicare Advantage market is only half the equation. The other half is identifying the unmet need — and in Rochester, that need is acute.
Despite its deep Medicare Advantage enrollment, Rochester's primary care infrastructure reflects a national crisis. Across the country, 100 million people struggle to access primary care, and more than half of older adults have turned to urgent care for routine health needs. Rochester is no exception. Fragmented care delivery, physician burnout, and an underinvestment in proactive senior-focused primary care have left a significant portion of Rochester's Medicare population without the coordinated, relationship-driven care they deserve.
This is precisely the gap Town Square Health was built to fill. We are not entering a market to compete on price or convenience. We are entering Rochester to deliver something the market has not seen before: Primary Care 3.0, a physician-led, multi-specialty practice designed from the ground up around the needs of Medicare-eligible patients, powered by AI, and built on deep patient relationships.
We pair that human foundation with technology. Our AI-enabled workflows — built on a foundation of ‘Square One’, our custom software platform — help our care teams close care gaps, surface clinical risks before they become crises, and spend more time on patients rather than paperwork. AI at Town Square Health is not a replacement for the physician relationship. It is the tool that makes deeper, more meaningful relationships possible at scale.
What's Next
Renovations to our first health center location are underway! Our clinical and operations leadership teams are on the ground in Rochester establishing payer relationships, conducting community outreach, and beginning the patient engagement work before we open. We are hiring Rochester-based physicians and care team members who reflect the community we serve and share our vision for what primary care should be.
Opening our first center represents the moment Town Square Health transitions from a compelling vision to a proven operation. We are grateful for your confidence in our team and our model, and we look forward to sharing operational updates as we approach our September 2026 launch.
Better Healthcare, Built Around You — starting in Rochester.
The Town Square Health Team