Not unusual and seems to be a lot of doctors doing this, or allowing membership of sorts where you pay a fee for the year and it covers the basics (physical, sniffles, etc.).
Two hospitals in Atlanta also announced recently that they were going to be joining up to create their own insurance and roll it out to their employees and if that goes well start to open it up to the public.
Basically touting more control, easier to control costs since they have their own incentive by not being a third party, and better treatment coordination since everything would be basically in house.