Iora Health has a bold idea. The Cambridge, Massachusetts-based startup is both a primary practice healthcare provider and an economic game-changer that seeks to transform how the nation’s $2.7 trillion healthcare industry manages patient care. Starting anew in a field as complex and demanding as healthcare required Iora to build its own practice management software. Electronic medical records (EMR) software, the industry standard, was not compatible with Iora’s radically different approach to patient care.