Amazon digitally connects customers to health services
Amazon is expanding its digital health efforts with a new program to improve care for chronic conditions.
The company is launching Health Condition Programs, an initiative that aims to make it easier for consumers to discover and enroll in the digital health benefits available through their employer or insurance program for conditions such as diabetes and high blood pressure. Amazon's initial launch partner for the new initiative is digital healthcare provider Omada Health.
Omada Health’s over 20 million eligible members can now discover and enroll in Omada’s programs for diabetes prevention, diabetes, and hypertension through Amazon. Customers can visit the Amazon Health webpage to initiate a general coverage check. If the check indicates they may be eligible for a program, they will then be guided to Omada’s website to complete the enrollment process.
The new enrollment pathway will help reach the one out of every 10 commercially insured people in the U.S. who have access to enroll in Omada but may not be aware, according to Amazon.
“Amazon wants to make it easier for people to get and stay healthy, and part of that is making it easier to discover the products, services, and professionals that can help them do that. Many people aren’t aware of the health care benefits they’re eligible for, that are typically no cost or subsidized by their employer or insurance plan,” said Aaron Martin, VP of healthcare at Amazon, in a corporate blog post. “When customers are shopping for health-related products on Amazon, we can surface these additional health care benefits to them to provide even more support in improving their health, at no additional cost.”
The new offering comes as employees leave nearly 30% their total compensation on the table through unused benefits, and a quarter of U.S. adults report they are unaware of all the benefits available through their health plan, noted Amazon, citing the Bureau of Labor Statistics.
"This partnership is pivotal for Omada, as we are leveraging Amazon’s wide reach to literally meet consumers where they are, just as we do for our members as a virtual-first care provider," said Omada Health CEO and co-founder Sean Duffy. "Ultimately, the more people we’re able to reach, the larger impact we can have on the rising prevalence of chronic disease."
Amazon grows as health care services provider
Amazon has been trying to make inroads into the health care market for the past several years, starting with its acquisition of PillPack in 2018 and the launch of its own online pharmacy in 2020. In 2022, it reversed course on its Amazon Care virtual health care program for employees, shutting down the program.
In addition, the company recently made Amazon Clinic available to customers in all 50 states and Washington, D.C. Launched in November 2022 and previously only available in 32 states, the solution provides virtual care from licensed clinicians for more than 30 common health concerns.
And in November 2023, Amazon began offering Prime members unlimited access to 24/7 on-demand virtual care from One Medical, the membership-based primary health care provider it acquired for $3.9 billion in February 2023.