Bridging the gaps: A people-centred approach to primary care

NB Health Link is a transformative healthcare initiative designed to enhance access to primary care for patients in New Brunswick without a regular provider. The program performs two key functions: managing the official patient registry for those seeking permanent matches with family physicians or nurse practitioners; and operating a clinic management system that optimizes provider time and care delivery. 

Medavie Health Services was contracted by the provincial government to design, implement, and manage the NB Health Link program, ensuring that New Brunswick residents have access to coordinated and timely care. Our team continues to support this growing program by managing operations, collaborating with healthcare providers, and integrating the program with other provincial healthcare services to enhance overall care delivery and patient experience. 

“NB Health Link was built around the reality that we don’t have enough primary care providers to meet demand using traditional models,” explains Martine Des Roches, Vice President of the Primary Care Network with Medavie Health Services. “By working in close collaboration with partners and clinicians, we designed a networked approach that puts the person at the centre and makes better use of limited resources.”  

“The goal was to build a system people can rely on — one that doesn’t depend on a single provider or individual, but on shared processes, teams, and accountability that ensure care continues even as circumstances change,” she adds.  

Developed by a multidisciplinary team and supported by community consultation, NB Health Link is based on the latest evidence in factors influencing trends in family medicine across Canada. Since launching in 2022, the program has shown significant benefits to patients, providers, and the provincial healthcare system alike.  

“This model is very intentional about matching work to the right level of expertise,” says Des Roches. “Through a publicprivate partnership, we’ve taken on many of the administrative and operational tasks that don’t require clinical expertise, and we’ve also built teams of clinicians who can handle work that can be safely delegated and doesn’t need to be done by a physician.” 

This approach allows physicians to focus on the patients who need them most, while making the system as a whole more efficient and productive, which is essential in a resourceconstrained environment. 

For the healthcare system, NB Health Link supports the province's goal of providing long-term access to primary care, reducing non-urgent emergency room visits, and mitigating delays in secondary and tertiary care. 

As part of our commitment to access and inclusion, NB Health Link extends its reach to rural areas through virtual augmented capabilities, combining community-based resources with digital access to healthcare providers across the province.  

Recognition

Recognized as a Leading Practice by the Health Standards Organization (HSO) and Accreditation Canada, NB Health Link represents a compassionate and forward-thinking approach to delivering primary care. By prioritizing accessibility, continuity, and innovation, the program addresses the immediate needs of unattached patients while laying the foundation for a more resilient and efficient healthcare system.  

Together with our partners, we’re working to ensure that every person in New Brunswick has a reliable path to the care they need, when they need it most.