Highland Medical Center

What Highland Medical Center does

Highland Medical Center (HMC) is a 501(c)(3) non-profit Federally Qualified Health Center founded in 1996 and headquartered in Monterey, Virginia. As a single-site integrated delivery organization, HMC operates seven core service lines: primary medical care, dental care, behavioral health, full-service pharmacy (with drive-thru), physical therapy, nutrition counseling, and school-based health care delivered at Highland County Public Schools. The underlying technology platform consists of EClinicalWorks for the patient portal and electronic medical records, Doxy.me for telehealth delivery in behavioral health, the Rx 365 Mobile application for pharmacy management, and standard 340B/FQHC federal compliance infrastructure. The center holds FTCA deemed status and recognitions including HRSA Health Quality Leader (Silver, 2025), HRSA Advancing Health Information Technology (2025), NCQA Patient Centered Medical Home (2025), and the 2024 American Cancer Society Health Systems Partner of the Year.

HMC's business model combines patient service revenue billed to Medicare, Virginia and West Virginia Medicaid, TriCare, and commercial insurance plans, a sliding fee discount program for uninsured/underinsured patients based on income, federal Section 330 FQHC grant funding, a 340B-eligible pharmacy with discounted and free medication programs, and tax-deductible charitable donations routed through the wholly owned Highland Medical Center Foundation (established 2005). The organization accepts all patients regardless of ability to pay. The go-to-market is community-embedded rather than sales-led: extended clinic hours on Tuesdays and Thursdays, school-located service delivery, drive-thru pharmacy access, telemedicine, and grassroots community fundraising with local businesses.

HMC serves the rural mountain communities of Highland, Bath, and western Augusta Counties in Virginia and eastern Pocahontas County and southern Pendleton County in West Virginia, addressing limited healthcare access in geographically isolated areas. Customer segments span all ages from pediatric to geriatric, with focused programs for uninsured/underinsured patients and school-aged children. With a stated headcount band of 1,001-5,000 employees, HMC is one of the larger employers in its rural catchment and a critical anchor for community health services.

Name

Highland Medical Center

Legal name

Highland Medical Center, Inc.

Website

https://ourhmc.org

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Highland Medical Center is a 501(c)(3) Federally Qualified Health Center in Monterey, Virginia providing integrated primary care, dental, behavioral health, pharmacy, physical therapy, and nutrition services to rural residents of five counties in Virginia and West Virginia since 1996.

Ownership category

akta.pro rank

Product category

Community Health Services

NAICS

Health Care and Social Assistance (62)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Health Services (8000), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Community-Based Preventive & Health Promotion Clinics (HLAFAGAO)

akta.pro secondary industries

Primary Care & General Medical Services (EDALAFAA), Primary Care & General Medicine Virtual Care (HLALAAAA), Hospitals, Clinics & Charitable Healthcare Providers (BPAGACAB)

Keywords

• Community health services
• Primary medical care
• Behavioral health counseling
• Dental care services
• Outpatient pharmacy services

Headquarters

HQ city

Monterey

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Patient Service Revenue: Revenue from patient services billed to Medicare, Virginia and West Virginia Medicaid, TriCare, and most commercial insurance plans.
2. Sliding Fee Discount Program: Discounted fees for uninsured or under-insured patients who qualify based on income.
3. Pharmacy Services: Full-service pharmacy open to both patients and community, with discounted pricing for HMC patients and free medication programs for uninsured or underinsured qualifying patients.
4. Donations and Fundraising: HMC is a 501(c)(3) nonprofit organization accepting tax-deductible donations. Community fundraisers held at local businesses where a percentage of sales are donated.
5. Federal FQHC Funding: Federal funding as a Federally Qualified Health Center providing care regardless of ability to pay.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Highland Medical Center provides comprehensive primary and preventive care to all persons regardless of ability to pay or insurance status, operating as a Federally Qualified Health Center. It delivers integrated multi-disciplinary services including primary medical care, behavioral health (with telepsychiatry), dental care, physical therapy, nutrition counseling with diabetes education, and a full-service pharmacy with drive-thru, supplemented by school-based health services at Highland County Public Schools.

Product overview

Highland Medical Center (HMC) operates as a single, unified Federally Qualified Health Center offering comprehensive primary and preventive care through an integrated multi-service model. The organization provides seven core services: Primary Medical Care (general medical care for all ages), Nutrition Services (dietitian counseling and diabetes education), Behavioral Health (mental health counseling and psychiatric services), HMC Pharmacy (full-service retail pharmacy with drive-thru), Physical Therapy (outpatient rehabilitation), Dental Care (comprehensive oral health services), and School-Based Health Care (school-located health services). These services are coordinated within a single facility with shared electronic health records, enabling whole-person care. Patient-facing digital tools include an EClinicalWorks-powered Patient Portal for medical record access and billing, and the Rx 365 Mobile app for pharmacy management.

Differentiator

Problem solved

Functional benefit

Brands

• HMC Pharmacy: Full-service retail pharmacy offering prescription dispensing, immunizations, compliance packaging, and over-the-counter products. Open to all community members with discounted pricing available for HMC patients.
• The Calm Collective

Products and services

• Primary Medical Care
• Nutrition Services
• Behavioral Health
• HMC Pharmacy
• Physical Therapy
• Dental Care
• School-Based Health Care
• Rx 365 Mobile App

Quantifiable outcome

• Awarded 2024 Health Systems Partner of the Year by American Cancer Society

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core, supporting and minor.

• Virginia Rural Health Association (VRHA)coreOthersVRHA is an affiliation that supports rural health centers in Virginia. HMC is affiliated with VRHA as part of its network of rural healthcare providers.
• Virginia Community Health Centers (VCHA)coreOthersVCHA represents and supports community health centers across Virginia. HMC maintains affiliation as part of Virginia's network of federally qualified health centers.
• National Association of Community Health Centers (NACHC)coreOthersNational organization representing and supporting community health centers. HMC maintains membership and affiliation with NACHC.
• Virginia Health Care Foundation (VHCF)coreOthersVHCF supports healthcare initiatives in Virginia. HMC Foundation is affiliated with VHCF for fundraising and healthcare support purposes.
• CeneviasupportingOthersRegional health network supporting job postings and workforce development for health centers in the region.
• Claire's Cakes & CafeminorGTM or Marketing PartnerLocal cafe hosting fundraising events for HMC. On Saturday, August 1, 2026, 20% of all sales will be donated to support Highland Medical Center during the Mountain Mama Road Bike Challenge.
• HighlanderminorGTM or Marketing PartnerLocal restaurant partnering with HMC for fundraising. On Tuesday, September 1, 2026, 20% of all sales will be donated to support HMC's mission of providing quality care in the community.
• Highland County Public SchoolscoreStrategic or Co-development PartnerHMC provides school-based health care services at Highland County Public Schools including sports physicals, vaccination clinics, and physical therapy services for students.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Shenandoah Community Health: Community health center in the Shenandoah Valley offering primary care, behavioral health, dental, and pharmacy. Comparable FQHC, multi-service model in a similar Virginia/WV Appalachian geography.
• Cabin Creek Health Systems: West Virginia FQHC operating multiple community health centers in rural southern WV. Direct comparable in FQHC status, rural Appalachian geography, and primary care/multi-service delivery model.
• New River Health Association: FQHC in southern West Virginia offering primary care, dental, behavioral health, and pharmacy. Directly comparable in FQHC designation, rural WV/VA border-region geography, and multi-disciplinary services.
• Tri-Area Community Health: Virginia-based FQHC serving rural communities in Floyd, Giles, and Pulaski counties. Comparable in service mix, FQHC funding model, and rural primary care focus, though in a different region of Virginia.
• Valley Health Systems: West Virginia FQHC providing primary care, behavioral health, and pharmacy across southern WV. Comparable in FQHC structure, rural WV catchment, and integrated care delivery.
• Pendleton Community Care: FQHC in Franklin, West Virginia serving Pendleton and surrounding counties — HMC explicitly serves southern Pendleton County. Direct comparable in FQHC model and overlapping Appalachian geography.
• Blue Ridge Medical Center: FQHC in rural central Virginia providing primary care, dental, behavioral health, and pharmacy services to underserved communities. Direct comparable in scope, rural geography, FQHC designation, and multi-disciplinary model.

Others

• National Association of Community Health Centers (NACHC): National membership organization representing FQHCs and community health centers; HMC is an explicit member. Relevant as an ecosystem/advisory peer rather than a direct competitor, providing policy advocacy, training, and operational support to HMC's category.

Broad incumbents

• Neighborhood Health: Larger Virginia-based FQHC operating multiple community health centers across Northern Virginia. Comparable in FQHC status and service mix, but operates at significantly greater scale and in a more urban/suburban setting.

Regional players

• Bath County Community Hospital: Critical Access Hospital in neighboring Bath County, Virginia, providing primary care, emergency, and outpatient services to a similar rural mountain population. Geographic peer in overlapping service area with shared patient population.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HighlandMedicalCenter
• LinkedInlinkedin.com/company/highland-medical-center

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Highland Medical Center